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USP of Classic Polo is its design & range – VP, RCG
21
May '10
The Classic Polo T-Shirt brand, owned by the Tirupur based, Royal Classic Group (RCG) has recently completed a decade, since it was launched. To add sugar to this milestone was the successful launch of a spring/summer 10' Classic Polo collection.

Classic Polo is one of India's best known T-Shirt brand and has in its range functional features like, wrinkle free, dust free, quick dry, stain proof, auto crease, etc that are useful in day to day life. It is also a winner of numerous citations among which is the “Best Men's Apparel Brand” from CMAI.

Today, the brand is available in 3,500 multi-brand outlets (MBO's) and 63 large format stores like, Shoppers Stop, Pantaloons, Globus etc. The company also manages 76 exclusive-brand outlets (EBO's), 60 percent of which are franchisee-owned.

The Royal Classic Groups (RCG) began in 1991 as an exporter and gradually grew into a Rs4.5 billion turnover textile giant with two brands under it wings through 100% vertical integration and state-of-the-art in-house production facilities. In February 2001, the company launched its maiden T-shirt brand Classic Polo, making its foray into the domestic market.

Classic Polo became the most preferred brand for Tees in a short while in the southern and western markets posing a tough competition to the leaders in north and west. Within a short time, this brand figured among the top five casual brands in India. RCG acquired Smash, another T-shirt brand, in September 2004 and launched its exclusive premium men's intimate wear under the brand name Smash in April 2005.

Recently, fibre2fashion spoke exclusively to Ms Usha Periyasamy - VP (Brands & Operations), who spoke about the features which make the brand stand apart and the future plans of the company.

We began by asking her to reveal the features of Classic Polo, which makes it stand apart from the rest, to which she said, “The Unique Selling Proposition (USP) of Classic Polo is its design and the range which competition cannot match.”

When asked to tell us more about the three other brands of the Royal Classic Group viz; Smash, Fresco and ce10, she replied by saying, “Smash is totally a standalone brand from the group dealing with underwear/innerwear and sportswear, while Fresco and ce10 are sub-brands under Classic Polo.

“Fresco is an exclusive youth creation catering to the hi-fashion urbanites and ce10 is a category extension from core. Fresco designs are refreshing and have all features that impress the 18-25 teenage groups. Ce-10 is a plain round neck stylish t-shirt with a difference, focused at the youth and they come in bright series of ten exclusive colors sure to electrify the fashion freak.”

To conclude the interview, we asked her to divulge the strategy used by the RCG group to make Classic Polo one of the top three national brands, to which she informed, “Strategy has been engraved in the brand naturally right from initial days of the brand launch. The USP of the brand is range and innovation which still remains the same and further redefined looking into the competition.

“We are confident that in the category we are operating (mid-premium segment), we definitely owe a guaranteed business and moving forward we will for sure realize our mission to be one among the top three men's casual mid-premium brand with the winning edge strategies in place and pace”, she concluded by saying.

Fibre2fashion News Desk - India

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