Preston, UK-based international apparel brand Voi Jeans is planning to expand its presence in Indian market by opening stores in major cities like Delhi, Mumbai, Bangalore and Hyderabad during the current year.
Voi Jeans entered the Indian market in November 2011 by creating special pieces that were tailored keeping the needs of the Indian consumer in mind, in addition to introducing its menswear range of denims, shirts, T-shirts and polo shirts.
Explaining the rationale behind the brand's expansion into India, Mr. Asif Bux, Director of Voi Jeans, told fibre2fashion, “We found a considerable need gap in the Indian market for structured and engineered denims which no other brand so far has tried to address. Voi Jeans with its 'Engineered for you' philosophy is looking forward to introduce products which are made to fit this need gap. The Indian denim consumer will be able to experience some unique fits and construction which exclusively Voi Jeans has to offer. We develop or rather engineer products keeping 'you' the consumer in mind.”
Briefing about expansion plans, he says, “We have launched in India through the SIS (Shop-in-Shop) route initially in the Autumn/Winter 2011 season and will expand our presence with our own brand stores in major cities like Delhi, Mumbai, Bangalore and Hyderabad. So far, we are present in Gurgaon, Hyderabad and Goregaon (Mumbai) in Central's stores.”
Talking about target group, he informs, “Voi Jeans will be catering to fashion conscious males between the age group of 18-28 yrs in the A and A+ categories of SEC (Social Economic Classification). Our core will be to associate with individuals who do not follow trends but create their own, much alike the brand itself.”
“We are set to bring about a change in India's fashion denim segment due to sharp pricing and the kind of products that we have to offer, he beams.
Sharing his outlook for the current year, he says, “As the saying goes 'Denims will never go out of fashion', this will hold true in the coming year as well. However, non-denims will make a big come back and will have a strong presence. Expect non-denims to be presented in a completely new light all together for the fashion consumers this year.”
Besides India, Voi Jeans is currently expanding in several European countries including France, Holland, Switzerland, Sweden and Denmark.
Fibre2fashion News Desk - India
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