Being Human Clothing
The apparel brand with a cause, Being Human Clothing was launched in 2012 by Salman Khan and is being globally licensed by The Mandhana Retail Ventures
Ltd. Royalties from merchandise sale supports the initiatives of Being Human - The Salman Khan Foundation in India. The foundation helps in aiding the twin causes of education and healthcare for the underprivileged. The unique business model fi nds an instant international connect, acceptance and appreciation. The brand’s combined ethos of celebrity, charity and fashion has been a catalyst in taking its reach to 600 points-of-sale in 15 countries in a span of 5 years.
Brand’s core audience
The brand’s combined ethos are celebrity, charity and fashion. Anyone who believes in these ethos’s and are influenced by the same is their psychographic target audience. The brand primarily targets customers in the age group of 18 to 35 years, residing in metros, tier -II and -III towns in the country and belong to SEC B, B+, A, A+ group.
Present product portfolio
The brand’s current portfolio has a vivid range of products spanning t-shirts, shirts, denims, shorts, pants, athleisure, jackets in men’s wear and tops, denims, dresses and athleisure in women’s wear. Their core top selling lines are t-shirts and denims.
Change in demand in denim over the past year or two
Over the years, Being Human Clothing has seen a substantial increase in demand for denim from its consumers. Now denim is the second biggest product category for them in terms of revenue. And to meet this demand it is increasing the size of its denim collection.
Top selling denim collections
The USP of the brand’s denim collection is the superior fits that they offer. Their skinny fit jeans is the best selling fit followed by the slim fit jeans. Apart from the classic blue tones, they also have a wide range of grey and black tones which do very well season after season.
New denim collections planned for the forthcoming season
For the coming Autumn Winter 201819 season, the brand has added very sporty street driven styles which have side stripe details in different techniques like print, tape, resist bleach, etc. Also this season, they are launching their new skinny cropped fit which is a new trend globally.
Retail presence & future expansion plans
After having made an impact in most of the metros and key markets in India, Being Human Clothing are now focusing on expanding their presence largely in tier -II and -III markets across the country. Their plan is to tap into new markets such as the North East, known for its fashion driven consumers. Apart from this region, they will be opening stores in Jamshedpur, Bhubaneshwar, Srinagar, Vapi, Nagpur, Hyderabad, Delhi, Guwahati, Noida, Lucknow, Dehradun, Jammu, Raipur, Meerut, Gorakhpur, Gurugram, Cuttack, Imphal, Shillong and Goa this year.