AFOX

Business of Fashion - - Brand Watch -

Abrand is what, which with­stands the fierce­ful mar­ket com­pe­ti­tion and ul­ti­mately man­ages to gain an out­stand­ing po­si­tion, which can be mea­sured by the cus­tomer sat­is­fac­tion and their af­fec­tion which brings them back again to the brand. Afox was started as a fash­ion brand in 2007. In the ini­tial years, the brand was ded­i­cated to ex­per­i­ment­ing with cot­ton trousers and were suc­cess­fully set­ting trends. A few years down the line, in 2010, the brand ven­tured into de­signer trousers and denim bot­tom wear. The chic and high qual­ity prod­ucts were met with good re­sponse, ce­ment­ing the brand’s rep­u­ta­tion as a lead­ing bot­tom wear player of the coun­try.

Tar­get Group

The brand’s tar­get con­sumers range from the age 18 years to 50 years who are aware of mod­ern fash­ion trends and are prod­uct and qual­ity con­scious.

Prod­uct Bas­ket

Afox’s denim range oc­cu­pies about 25 per­cent of its over­all prod­uct port­fo­lio and en­com­passes a wide range of ba­sic and fancy den­ims that en­joy un­prece­dented de­mand.

New Col­lec­tion

For this com­ing sea­son, the brand plans to keep aside the con­ven­tional blues and blacks and would be ex­per­i­ment­ing with coloured den­ims. The col­lec­tion in­cludes a range that plays with unique colours and with blends of new pat­terns and cuts. The brand also has em­ployed nu­mer­ous in­no­va­tive tech­niques to en­hance the prod­ucts and dif­fer­en­ti­ate the same from oth­ers in the mar­ket.

Mar­ket Ex­pan­sion Plans

The brand plans to ex­pand its foot­print ag­gres­sively in the next few years. In line with this, Afox is plan­ning to in­crease its pro­duc­tion rate so that it could cover the other rem ain­ing states of In­dia soon.

BRAND UP­DATE

> Coun­try & city of brand ori­gin:

Ahmedabad, In­dia

> Num­ber of coun­tries present in:

In­dia

> Year of brand launch: 2007

> To­tal sales turnover in In­dia

as (FY16-17): `16 crores

> To­tal num­ber of MBOs: More than

500

> Num­ber of states present in:15 > Num­ber of cities present in:25

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