Numero Uno

Business of Fashion - - Contents -

Agreat vi­sion­ary and a hard core pro­fes­sional, Narinder Singh saw great po­ten­tial in denim way back in 80’s, when denim had just started mak­ing its pres­ence felt in the coun­try’s life­style. With his strong aes­thet­ics and an eye for fashion he es­tab­lished Numero Uno in 1987 and since then the brand has over the years grown into a dy­namic and re­spon­sive icon for the youth. It was the first In­dian jeans wear brand and since the past 30 years the brand is still go­ing strong and is to­day one of the most ad­mired jeans wear brands in the coun­try.

Brand’s core au­di­ence

Numero Uno be­ing a wardrobe brand has a client base start­ing from 22 years till 40 years. The brand of­fers a good mix of mer­chan­dise to cater to such a wide band of age group.

Present prod­uct port­fo­lio

Since Numero Uno is a wardrobe brand, they are denim lead fol­lowed by shirts, t-shirts, out­er­wear, footwear and ac­ces­sories. Denim con­trib­utes 40 per­cent of the en­tire busi­ness.

Change in de­mand in denim over the past year or two

Denim be­ing a sea­son­less prod­uct is al­ways highly in de­mand. The brand feels that there is a tech­no­log­i­cal rev­o­lu­tion in the denim in­dus­try and new hy­brid den­ims have for­ayed into the mar­ket, cre­at­ing a hike in de­mand. In last two years jog­ger den­ims and ath­letic jeans are do­ing won­ders for all brands in the do­mes­tic and in­ter­na­tional mar­kets.

Top sell­ing denim col­lec­tions

Numero Uno of­fers three cat­e­gories in denim, which in­clude – fashion, core and pre­mium core called Es­pana denim. The brand is do­ing very well in fashion den­ims and Es­pana den­ims as cus­tomers al­ways look for a per­ceived value in the prod­uct they buy. Stead­fastly fo­cused to­wards qual­ity, in­no­va­tion and value for money, the brand is grow­ing by leaps and bounds. They try their best to of­fer amaz­ing fab­rics, sourced from best mills with a su­perb com­bi­na­tion of washes and sup­port­ing trims as value ad­di­tions.

New denim col­lec­tions planned for the forth­com­ing sea­son

Denim is an all sea­son prod­uct which al­ways was there, is there and will be in trend for­ever. The ver­sa­til­ity of this fab­ric al­lows a de­signer to play with it the way he de­sires. For the forth­com­ing SS’19 sea­son, Numero

Uno will be fo­cus­ing on new washes and in­ter­est­ing de­tail­ing out­side and in­side the jeans. In­spired by the Amer­i­can life­style and at­ti­tude, fused with Ja­panese ex­per­tise of denim mak­ing shall to­gether en­able the brand to cre­ate this new col­lec­tion.

Plans re­gard­ing new denim prod­uct range/denim cat­e­gory ex­pan­sion

Numero Uno launches new prod­uct ev­ery sea­son or two. For in­stance, their su­per light denim range, which is called Zero Grav­ity jeans is do­ing great won­ders for the brand. Ex­pan­sion is a con­tin­u­ous process at Numero Uno and they are grow­ing sub­stan­tially ev­ery year. They work on their sales strat­egy ev­ery quar­ter and put it into ac­tion.

Plans for ex­plor­ing new mar­kets

The brand plans to ex­pand in East and Cen­tral In­dia through fran­chisees, EBOs model and SIS.

Tech­nol­ogy de­ploy­ment/upgra­da­tion

Numero Uno has al­ways been very con­cerned about the eco sys­tem and thus has a state-of-the-art man­u­fac­tur­ing fa­cil­ity with ETP with al­most zero wastage and zero pol­luted wa­ter. Their big­gest tech­no­log­i­cal rev­o­lu­tion is their ‘One Glass Wa­ter Jeans’ which save and con­serve wa­ter for the bet­ter­ment of the so­ci­ety and the eco-sys­tem.

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