IDEN­TITI

Business of Fashion - - Contents Fashion Retail -

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.

Tar­get Con­sumer

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.

Prod­uct Bas­ket

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.

Lat­est Col­lec­tion

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.

Re­tail Map­ping

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.

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