Tur­tle

Business of Fashion - - Contents -

Arenowned men’s wear brand, Tur­tle of­fers in­ter­na­tional fash­ion to the mod­ern cus­tomer. The jour­ney of Tur­tle be­gan in Kolkata with a pro­duc­tion ca­pac­ity of just 20 shirts a day. To­day the brand is one of the fastest grow­ing ap­parel brands in the coun­try with pres­ence in over 300 cities through its ex­clu­sive brand stores and pres­ence in multi­brand out­lets and large for­mat stores.

Core Values & USP

Tur­tle’s core values lie in its fash­ion. The brand of­fers cus­tomers a fash­ion life­style where they can come for all oc­ca­sions. It fo­cuses on qual­ity and com­fort, and its prod­ucts are value for money. Apart from this, Tur­tle be­lieves in con­stantly in­no­vat­ing its tech­niques.

Fo­cus Cus­tomers

Tur­tle tar­gets men in the age group of 25 to 40 years, who be­long to SEC A+, A and B in Tier -I, -II and -III cities. The brand also fo­cuses on men who have a rev­o­lu­tion­alised con­cept of for­mal and ca­sual wear.

Prod­uct Cat­e­gories

Un­der the oc­ca­sion wear range, Tur­tle of­fers shirts in dobby, jacquards and printed col­lec­tion, and trousers in dobby struc­tures. The outer wear range com­prises tuxe­dos, cer­e­mo­nial jack­ets, waist­coats, ban­dis and suits, in­clud­ing ac­ces­sories such as ties, pocket squares, cuff­links and more.

Lat­est Oc­ca­sion Wear Col­lec­tion

Tur­tle’s lat­est oc­ca­sion wear re­volves around fes­tive wear – rich dob­bies and tex­tures in varied colours. Satin printed shirts with flo­rals in off­beat shades like bur­gundy, teal green. The brand has in­tro­duced crepe-based shirts in its lat­est col­lec­tion. Ad­ding some tex­ture and feel to the gar­ments like sub­tle de­tail­ing, the brand has played a lot with de­tach­ables this sea­son – de­tach­able lapels, waist­coats and even high­neck el­e­ments. A new en­trant in this seg­ment is the gilet suit. The col­lec­tion also of­fers waist coat with co­or­di­nated trouser, which will at­tract the young crowd.

Cat­e­gory Ex­pan­sion in Oc­ca­sion Wear

In order to ex­plore var­i­ous oc­ca­sion such as wed­dings and fes­tive cel­e­bra­tions, which re­quire dif­fer­ent styles for dif­fer­ent peo­ple, Tur­tle plans to come out with a range of fes­tive ori­ented prod­ucts like shirts, trousers and out­er­wear.

Pri­mary Mar­kets

Tier -I and -II form the pri­mary mar­kets of Tur­tle. The brand is slowly grow­ing in Tier -II and -III as well since these mar­kets holds con­sumers who are as­pi­ra­tional, with high dis­pos­able in­comes.

Re­tail Pres­ence

Tur­tle has over 100 EBOs pan In­dia, mainly in the East. The brand’s

MBO pres­ence in­di­cates over 1,500 deal­ers and dis­trib­u­tors. In LFS, it has part­nered with Pan­taloons, Cen­tral, Shop­per Stop, Re­liance, Brand Fac­tory and re­cently with Max.

New Mar­kets

Tur­tle has plans ex­pand its reach in Andhra Pradesh and Ut­tar Pradesh. The brand aims to open 4 to 5 stores ev­ery month in these states.

CAGR

Tur­tle aims to grow at 12 to 15 per­cent year-on-year.

KEY INFOGRAPHICS>>Name of the com­pany:Tur­tle Lim­ited>>Year of launch: 1993 >>Head­quar­ter: Kolkata, West Ben­gal

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