CHIC BY CHAITALI BI­PLAB

Business of Fashion - - Contents Fashion Retail -

The la­bel Chaitali Bi­plab believes that noth­ing is back­dated if the ap­pli­ca­tion is proper and in­ter­est­ing. It has to­day be­come syn­ony­mous with time­less wear where lux­ury blends with com­fort. In­spired by nat­u­ral fi­bre and the kalei­do­scopic her­itage of In­dian arts, crafts and cul­tures, the brand loves to cre­ate bal­anc­ing out­fits -- bal­anc­ing in colour, tex­ture and over­all aes­thet­ics, along with a lot of sur­face in­no­va­tive and or­na­men­ta­tion through em­broi­dery, prints, etc.

Tar­get Con­sumer

The brand en­joys out­stand­ing pop­u­lar­ity among women be­tween the age bracket of 20 to 40 years. The core tar­get au­di­ence com­prises work­ing women who are highly fash­ion­able yet can’t carry over­done de­signs and heavy clothes. It is the per­fect choice for women who pre­fer a hint of the In­dian smell and her­itage in their col­lec­tion al­beit with keen sen­si­tiv­ity to­wards cost ef­fec­tive­ness.

Prod­uct Bas­ket

Chic by Chaitali Bi­plab’s core prod­uct bas­ket en­com­passes a va­ri­ety of sal­war sets, lehen­gas, sa­rees, kur­tas, tops, shirts, jack­ets, dresses, skirts, pants, palaz­zos, scarves, batua, etc. Ev­ery prod­uct bear­ing the brand’s stamp fea­tures a bal­ance be­tween nat­u­ral and man-made fi­bres with in­tri­cate crafts­man­ship and high qual­ity of fin­ishes.

Lat­est Col­lec­tion

The Fall-Win­ter 2017-18 col­lec­tion uses khadi fab­ric, vel­vet, wool, silk, tas­sar, var­i­ous types of net and blended fab­rics. The brand’s lat­est col­lec­tion is avail­able in vi­brant colours like black, blue, wine, pomegranate red, vi­o­let, pur­ple, etc.

Col­lec­tion Ex­pan­sion Plans

The brand is plan­ning to add party and oc­ca­sion wear sa­rees in lower price range. It also wants to add au­then­tic thread craft and en­hance its ca­pa­bil­ity in print range.

Re­tail Map­ping

The brand’s max­i­mum sales comes from metro ci­ties through multi-brand out­lets and its distrib­u­tors.

Do­mes­tic & In­ter­na­tional Re­tail Plans

The brand aims to in­crease its sales by 10 per­cent in do­mes­tic mar­ket and a min­i­mum by 5 per­cent from the in­ter­na­tional mar­ket. It plans to in­crease its pres­ence in multi-brand out­lets and large for­mat stores. It also plans to take a fran­chise route to aug­ment its busi­ness.

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