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Indian pre-teens brand 612 Ivy League to widen presence
Feb '12
612 Ivy League, the pre-teens brand launched by the Chandigarh-based Indian Clothing League Pvt. Ltd., is expanding its presence.

Within a short span of 2.5 years, 612 Ivy League has grown from its initial four stores to about 130 stores at present. The brand is currently available in 46 Shoppers Stop stores, six Reliance Trends stores, Gitanjali Group backed retail chain called Maya, some multi-brand outlets (MBOs) through a group called Little Champs in Rajasthan, and two exclusive brand outlets (EBOs) in Chandigarh and Ludhiana.

Revealing the expansion plans for the brand, Mr. Manu Indrayan, MD, Indian Clothing League, told fibre2fashion, “From March, i.e. for Spring/Summer, we will be in 46 Reliance Trends stores, and for the next Autumn/Winter, we are planning to be present in all 75 Reliance Trends stores. We are looking at adding an EBO in Delhi. We are also exploring the possibility of our presence in Lifestyle stores, which may happen by the next Autumn/Winter.”

Laying emphasis on increasing 612 Ivy League's presence in the digital medium, he says, “We will be launching our e-commerce portal in the first week of March. We have our own website and online shopping module which is ready. In addition, Shoppers Stop has its own e-commerce website and we see business happening there, too. Although it is restricted to the Mumbai region right now, they are looking forward to take it to the national level.”

Explaining the uniqueness of 612 Ivy League, Mr. Indrayan says, “612 Ivy League is different from other kidswear brands as it focuses on the pre-teen age group, i.e. 6-12 years. In India, we have observed that most of the kidswear brands cater to the 2-14 year age group. We believe that the 2-6 year age group is where kids are more influenced by cartoons and make believe things. Once they cross 6 years, they actually start following the real world and a lot of activity starts coming in their lifestyle viz. school, extracurricular activities, etc. In addition, they start following trends and having their own preferences. This is a major difference and there was no brand in India for that age group. Children in this age tend to follow adult fashion when they look at their parents and other elders, movies, etc. So, they wish to wear similar kinds of garments. Hence, we do just that, i.e. we provide them adult fashion which is suitable to their age group.

Talking about kidswear market in India, he comments, “Kidswear market in India is nearly a Rs. 300 billion segment, including the school uniform segment. But, the bulk of the business is still in the unorganized sector i.e. the non-branded segment. Now, as the organized retail is growing, there is huge demand for branded apparel, including branded kidswear. Besides, there is a lot of awareness about quality, standard products, comfort, etc. So, there is a huge opportunity in the branded kidswear segment and we surely see a lot of growth in the coming years.”

Fibre2fashion News Desk - India

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