GLOBAL DESI

Business of Fashion - - Contents Fashion Retail -

Global Desi was launched by the House of Anita Don­gre in 2003. It is an In­dia-in­spired young, colour­ful, boho-chic brand with global ap­peal. Any woman wher­ever in the world she may be – who loves, lives and breathes the vi­brancy of In­dian prints and in­flu­ences will find a lit­tle bit of her­self in this la­bel. The Global Desi col­lec­tion is pre­dom­i­nantly In­dia-in­spired and delves deep into its rich her­itage of colours, tex­tures and prints to com­bine them to cre­ate an in­ter­na­tional ap­peal.

Tar­get Con­sumer

The tar­get con­sumer for the brand are women in the age group of 18 to 34 years. The ‘global’ girl is ex­per­i­men­tal, open-minded, fun, en­er­getic, cre­ative and free spir­ited.

Prod­uct Bas­ket

The col­lec­tion con­sists of tops, crop tops, pants, den­ims, leg­gings, tu­nics, kur­tas, jack­ets, maxi dresses and shift dresses. It also in­cludes a range of ac­ces­sories, knick knacks and footwear. The core top sell­ing lines for the brand are maxi dresses, kur­tas and tu­nics.

Lat­est Col­lec­tion

Global Desi Fall 2017 col­lec­tion is in­spired from the folk tales of Pan­chantra, ‘the story of the twin birds’, the brand ex­tends the theme with a new logo fea­tur­ing a beak as an ex­pres­sion to #Voicey­ourstyle. The brand gives a mod­ern twist to its sil­hou­ettes as it cap­tures the in­no­cence of the birds on fluid and soft fab­rics with a mix of styles, cuts, and prints. The colour pal­ette varies from poppy yel­lows, deep pinks, bright reds, marine blues and monochromes. The col­lec­tion also gives more than one rea­son to plan your travel wardrobe with its brand new take on jetleisure styles.

Col­lec­tion Ex­pan­sion Plans

The brand has plans to launch many more cap­sule col­lec­tions in 2018 while in­tro­duc­ing new styles and cuts suit­able for the In­dian body type.

Re­tail Map­ping

The brand is cur­rently avail­able at ex­clu­sive brand out­lets and multi brand stores across the coun­try. Its strong­est mar­kets are Mum­bai and Delhi NCR. In tier-II mar­kets, the brand is strong in Lucknow, Vado­dara, etc. Also, it is one of the lead­ing play­ers on Myn­tra, Jabong, Flip­kart and Ama­zon, among oth­ers, in its cat­e­gory.

Do­mes­tic & In­ter­na­tional Re­tail Ex­pan­sion Plans

The pri­mary fo­cus of the brand is to ex­pand do­mes­ti­cally. Sim­i­larly, it aims at hav­ing larger and ex­pe­ri­en­tial stores. It will con­tinue to grow through e-com­merce busi­ness from in­ter­na­tional mar­kets and take up the right op­por­tu­nity to ex­pand off­line pres­ence over­seas.

New at Stores

Global Desi in­tro­duced a re­freshed re­tail iden­tity in 2016, which ex­uded brand’s vi­brant per­sona. The new stores have a re­newed vis­ual mer­chan­dis­ing plan in place too, which is de­signed to en­hance user’s brows­ing and trial ex­pe­ri­ence.

Omni-Chan­nel

Global Desi will soon launch an omni-chan­nel medium in metro ci­ties across the coun­try and it will start with Mum­bai city. The omni-chan­nel medium is for the con­sumers to make their shop­ping ex­pe­ri­ence seam­less. In case they do not find a par­tic­u­lar style in the brand’s store, through this chan­nel they will be able to or­der prod­ucts on­line via tab, which then will be de­liv­ered to them at their door step free of cost.

Brand As­so­ci­a­tions & En­gage­ments

Global Desi works di­rectly with a num­ber of top fash­ion blog­gers in the in­dus­try to show­case its new launches and flag­ship stores. The brand ac­tively en­gages with its 5 lakh+ con­sumer base which is a part of its loy­alty pro­gram and also reaches out to its 4 lakh+ fol­low­ers on Face­book and 80K+ fol­low­ers on In­sta­gram with up­dates, new launches and other of­fers.

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