Chief of business development & Director Sangam Lifestyle Ventures Ltd
What will be the brand differential?
From the fabric and design to comfort and convenience, the C9 brand symbolises, style, ease of wear, comfort, instils confidence, and lends more than a touch of style. C9 garments are made from hi-tech technology imported from Santoni, Italy in form of circular knit machine; the multitude of style and colours can be put together to create beautifully designed products that bring about perfect amalgamation of fashion and functions creating ultimate satisfaction to the users. C9 garments are meant to wear from 9 am to 9 pm, whether it is at home- afternoon, evening, outing, shopping, and college, at work or a get-together.
Isn't the market in these three categories very crowded with big names like Nike, Puma, Adidas, Fila, Reebok and Indian ones like HRX, Proyog, Yepme, Pretty Secrets, etc?
Yes, it is. The market is very crowded; however, the retail industry in the country is growing and brands are looking to better options to reach out to the customer. C9's EBO in Mumbai will serve its wide clientele, while the upcoming stores aim at increasing the brand's retail footprint across the country. While C9 will be present through MBOs and large-format stores, we believe that our EBO will cater to women who would like to better understand our products.
How big is the flagship store recently launched in Mumbai?
C9's flagship store in Lokhandwala, Mumbai is approximately 600 square feet. This store houses all of C9's products. Our customers will be pampered for choice with not only the current Spring-Summer 2016 collection, but also the apparel from the ones to come. The store was launched in July 2016. We opened one more in Bhatinda in August 2016, which is a franchisee outlet.
Which are the other tier-I and tier-II cities selected this year for retail outlets?
C9 plans to open 15-20 stores in the major tier-I and tier-II towns in the next one year. The tier-I cities are Delhi, Bangalore, Ahmedabad, Pune and another in Mumbai, which will be our flagship stores that will give customers an experiential feel, and we will also look for franchisees to penetrate the market.
Will there be any shop-in-shop outlets?
At present, we do not have any shop-in-shop outlets. However, we are exploring this opportunity as well
What has been the sale on C9fashion.com vis-à-vis the other e-commerce sites?
The sales on our portal and other sites have been very encouraging. It is a new brand; but in the future, our platform will be the driving model.
What is the company turnover?
This is initial year of operations at C9. Hence, it is too early to mention the turnover, but we are looking at 30 per cent growth in the first year, and we are hopeful and optimistic of more.
What are your advertising, marketing and promotional plans? What is the budget?
The marketing spread plans to have over a 100 EBOs in the next three years and over 3000 MBOs across the length and breadth of India, along with plans to reach out to most of the large-format stores, malls and modern retail stores. It will also be available on most of the e-platforms apart from C9's own website: www. c9fashion.com. The brand's TVC is reaching out to audiences showcasing the true international standard that the apparel brings to the Indian market. Shot in Bangkok with international models, it aims at carving a space for itself at the top of the audience's mind. We may look at fashion weeks too in the future. The budgets for marketing and promotional activities are substantial enough to build a brand, and it is in the region of 12-13 per cent of the turnover.
Do you have a loyalty programme?
We are working towards a loyalty programme, and would be in a better position to comment only after the plan is frozen.
Are there any unusual promotions planned since the market is so crowded?
The company plans to promote sales at high-end organisations and meeting places, and through corporate houses with special offers for female executives.
What is the projected turnover by 2020?
We are looking at a projected turnover of around `250-300 crore by 2020 for C9.
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