Established in 1998, Identiti is a fashion youth wear brand for men, women and boys. The brand was launched by Indian Designs Exports Pvt. Ltd., the company is a renowned garment exporter, since 1993 for international brands like Gap, Old Navy, H&M, Columbia Sportswear, Mothercare, White Stuff, Quick Silver, Fat Face, to name a few. It’s keen interest in bringing western fashion in India, exposure to the global market through international clients and expertise in sourcing and manufacturing high quality fashion led to establishing the brand, Identiti.
Its target demographic profile is young adults between early 20’s to early 30’s who are fashion aware, smart with their money and look for outstanding value.
The brand offers woven tops, viscose tops, tunics, tees, bottom wear, outerwear, etc. The vibrant, embellished, trendy viscose tops and tunics and casual check shirts are its core top selling lines.
The theme of the brand’s latest collection is ‘Offbeat Romanticism and Floral Grunge’. The collection’s core elements include statement sleeves, playful shoulder lines, tieup details, floral embellishments, pin stripes, volume, and ruffles. The range is inspired by the nostalgia of 70’s romanticism. The collection has a combination of checks, plaids, pinstripes, floral motifs, shirt dresses, high slit tunics, maxis, ruffles and voluminous tops, indigos, distressed denim, cropped jackets, long line biker jackets, etc.
Collection Expansion Plans
The focus of the brand definitely remains on fast-fashion. A lot more shirt dresses in plaids, pinstripes and laces, layered look with bodysuits, inner slips with camisole maxis, getting more playful with sleeves and back cuts. There is a lot of playing around with embellishment techniques which are trending globally.
Being based out of Bengaluru, the brand has built a strong customer base over a period of time. Most of their business comes from Kerala, which is an excellent market for Identiti. Presently, Identiti has 10 EBOs and 2 factory outlets across South India. It has a national presence through Central store with 18 SIS and 3 SIS in Kochi at Lulu Fashion Store. Additionally, as on date, the brand is being retailed through 69 MBOs across South India.
Domestic & International Retail Expansion Plans
The brand has recently added another EBO in Kerala and is planning to consolidate its presence across the southern states with at least 6-8 stores in each state. It is also evaluating franchisee options in other parts of the country. Regarding international expansion, the brand is in talks with a major retailer in the Middle East.
Brand Associations & Engagements
Identiti, along with the parent company run a flagship program called ID Care, which aims at funding quality education for underprivileged children of its employees. It also organises various plantation events and environmental/ health awareness programs. It also shares a long time association with Parikrma Humanity Foundation. It is a fashion partner for a yet to be released Kannada movie, Humble Politician Nograj.