Be­ing Hu­man Cloth­ing

Business of Fashion - - Contents -

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.

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