POI­SON

Business of Fashion - - Brand Watch -

Poi­son be­gan its jour­ney in 1980 with pri­mary fo­cus on men’s ba­sic den­ims. It was in­deed a mod­est be­gin­ning but over the years, the com­pany has evolved im­mensely ow­ing to its com­mit­ment to qual­ity and ex­clu­siv­ity. To­day, Poi­son is counted among In­dia’s fastest grow­ing denim com­pa­nies, with a rep­u­ta­tion for pro­vid­ing for­mi­da­ble value and in­ter­na­tional style across an aes­thet­i­cally rich range of fash­ion­able and trendy den­ims for men. Their core vi­sion is sim­ple — to give the buyer the best in fash­ion and con­sumer trends. They are ded­i­cated to shelling out pocket-friendly world class prod­ucts and be­come a leader in the boom­ing ap­parel in­dus­try of In­dia.

Prod­uct Bas­ket

Poi­son tar­gets the young part of the pop­u­la­tion and it wants to be rec­og­nized as the pre­ferred brand in the do­main of men’s denim wear.

Prod­uct Bas­ket

The brand is home to a com­plete range of men’s den­ims that come in a va­ri­ety of fits, styles and colours.

Top Sell­ing Col­lec­tion

The brand’s core sell­ing col­lec­tion is the re­cently launched range of coloured den­ims.

Up­com­ing Col­lec­tion

Con­sid­er­ing denim is the back­bone of the brand, it keeps on re­fresh­ing its denim col­lec­tion ev­ery sea­son. In the up­com­ing denim col­lec­tion the brand has con­cen­trated on col­ored den­ims than the ba­sic blues. Tai­lored us­ing the best fab­ric and in­no­va­tive tech­niques, the col­lec­tion fea­tures chic styles, de­tailed cuts and a va­ri­ety of con­tem­po­rary fits. The brand is also plan­ning a com­plete new range with new ma­te­ri­als and dif­fer­ent shades and washes.

Pri­mary Mar­kets

Poi­son’s pri­mary mar­kets are Ma­ha­rash­tra, Andhra Pradesh, Gu­jarat, Tamil Nadu, Mad­hya Pradesh, Ut­tar Pradesh, West Ben­gal.

Top Re­tail­ers

Jai Hind and C’lai in Pune; Cher­mas, JC Brothers and RS Brothers in Hy­der­abad; G3 in Su­rat; and Pothys in Tamil Naidu.

Mar­ket­ing & Pro­mo­tion

The brand plans to ex­plore new mar­kets by cre­at­ing aware­ness about the brand via TV ads, e-com­merce, hoard­ings and other re­source­ful me­dia.

BRAND UP­DATE

> Coun­try & city of brand ori­gin:

Mum­bai, In­dia

> Num­ber of coun­tries present in: 3 > Year of brand launch: 1980

> To­tal num­ber of SISs: 175 ap­prox > To­tal num­ber of MBOs: 700

> Num­ber of states present in: 19

> Num­ber of cities present in : 70

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