Hard Cur­rency

Business of Fashion - - Contents -

Es­tab­lished by Paresh Chan­dan in Ben­galuru in 1995, Hard Cur­rency is a denim wear brand for men. They started on a very small scale with lim­ited man­power and pro­duc­tion ca­pac­ity. Within a short span of time they grew into a com­pany, which is well equipped with mod­ern ma­chin­ery and a pro­duc­tion ca­pac­ity to pro­duce half-a-mil­lion pieces per an­num.

Brand’s core au­di­ence

Hard Cur­rency pri­mar­ily tar­gets 16 to 50 year old, mid­dle-in­come men who are fashion con­scious and ap­pre­ci­ate qual­ity prod­ucts.

Present prod­uct port­fo­lio

The com­pany is pri­mar­ily known as denim mak­ers ex­clu­sively for men un­der two brand names - Hard Cur­rency and 10 Pound. 100 per­cent of their port­fo­lio con­sti­tutes bot­tom wear.

Change in de­mand in denim over the past year or two

In the last two years the mar­ket has be­come very price sen­si­tive and un­pre­dictable. There has been con­sid­er­able de­mand for the coloured den­ims.

Top sell­ing denim col­lec­tions

The brand’s top sell­ing items are their coloured den­ims and an­kle fit jeans. The mar­ket seems to be sat­u­rated with the blues and hence, colours are do­ing very well.

New denim col­lec­tions planned for the forth­com­ing sea­son

Hard Cur­rency is work­ing on in­tro­duc­ing a youth ori­ented col­lec­tion with bolder de­signs like biker den­ims, doo­dles, pan­eled and spe­cially washed den­ims. Apart from this they are also work­ing on new de­vel­op­ments in coloured denim with re­spect to washes.

Pri­mary mar­kets and re­tail pres­ence

The brand’s pri­mary mar­kets are

Ker­ala and Kar­nataka. They have a very pop­u­lar re­tail pres­ence in both the states. Tier -II and -III cities have also shown great re­sponse.

Plans for ex­plor­ing new mar­kets

Hard Cur­rency con­tin­ues to grow and evolve as a true life­style denim brand. They have al­ready started busi­ness in many new re­gions this year. Along with ex­pand­ing the re­gions, they are also plan­ning to pen­e­trate into the ex­ist­ing mar­kets with their new prod­uct port­fo­lio.

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