Sports events like IPL are a great platform for brands...
Alok Dubey discusses the sportswear industry and the story of polo t-shirts in India with Mary Christine Joy.
Synopsis:
U.S. Polo Assn. is one of the most reputed brands for polo t-shirts, and is officially sanctioned by the United States Polo Association (USPA). The brand entered India in 2007 after a licensing agreement with Arvind brands for the design and distribution of branded sportswear and to open its flagship stores in the country. The brand is sold in over 135 countries today through such licensing agreements.
Alok Dubey is a sales and marketing professional with over 26 years of experience in the retail and lifestyle brands industry. He joined in 2003, and with his inputs has played a crucial role in the success of this brand in India. He is also responsible for the success of other brands (like Flying Machine) from the Arvind Group in the country. Apart from being the CEO of U.S. Polo Assn., he is the COO of the entire sportswear and denim or youthwear in the whole of the company.
Excerpts:
Beneath the brand - US Polo Assn. there is an underlying message of true sportsmanship. Can you explain the message to our readers that your brand propagates?
U.S. Polo Assn. is inspired by and celebrates the game of polo. Be it in design philosophy or the imagery, at every step the brand strives to uphold the genuine spirit of polo and the vibrant set of traditions and values surrounding the game which has been preserved, and passed down by many generations now. The brand is rooted in classic American styling and has established synergies with what is authentic about the sport while honoring the tradition and grandeur of sportsmanship across categories like menswear, women'swear, kidswear, innerwear and accessories.
How do you find the kidswear market in India?
The kidswear market in India is amongst the fastest growing segments today. In a market which has traditionally been ruled by local and unorganized players, the scope of growth for branded kidswear is huge. There is a substantial gap in the need for better quality fabrics, better craftsmanship and trendier designs which branded players naturally bring to the table. The timing is also apt, given how brand conscious and knowledgeable, both parents and children, have grown to become. There is still a substantial gap in the need for design and quality in kidswear offering ample opportunities for organized players. While parents still are the key decision makers, pester power of children has grown tremendously. It is a great opportunity for brands and retailers to expand their portfolio and attract new customers.
How did the apparel sales turn out in the pre-festive and festive season this year? Was it better or not as much as the last year?
Pre-festive and festive season always have a positive impact on business; like every year, this year also the sales have seen growth.
Brands in India have a good opportunity to market their products in sports events like IPL. Brands can earn a lot of visibility by sponsoring such events. Do you agree? Please elaborate your views.
Sports events like IPL are a great platform for brands to not only convey their core promise to a much wider audience, but also to make a stronger and more enduring bond. Through contemporary sporting formats like these, one connects with existing and potential consumers in a high-involvement environment, and impact made thereon is much higher than in conventional advertising. Also, given the glamorous and dramatic nature of IPL, it's a glove fit for apparel brands.
Do you support the use of natural fibres over synthetic fibres? Why?
We have always supported the use of natural fibres as they have a history of being considered the highest quality fibers, valued for their comfort, soft feel and versatility. They are a responsible and sustainable choice.
Sports lifestyle segment in India has a long way to go. There are improvements needed in various categories. What do you think? Is this market emerging fast or is its growth pretty slow?
Sports lifestyle segment in India is on a growth track, brands are now beginning to sharpen focus on this segment. There is great potential here and in the coming years, it will definitely see tremendous growth.
Is Delhi the best city in India to market polo t-shirts?
Delhi is one of the biggest markets; but having said that, the rest of India contributes significantly to the category.
Polo t-shirts are successful only among a certain category of people, say among a certain age group of people who belong to a certain economic class in India. What do you say in this regards?
This is not entirely true. We find takers for polo across socio-economic classifications and demography. We also believe that the brand U.S. Polo Assn. has played a huge part in democratizing the polo tee style which earlier was worn by a much smaller audience. Sports inspired fashion and lifestyle choices are now being made by the large masses, and we believe will continue to be so.
Published on: 10/11/2014
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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