Com­pany: Ginza In­dus­tries Ltd. | Year of launch: 2010

Business of Fashion - - Contents -

Soie en­com­passes a com­plete pre­mium ap­par­els brand with lin­gerie as its core prod­uct of­fer­ing. The brand of­fers qual­ity, af­ford­able and in­spir­ing cloth­ing for the fash­ion-con­scious, in­de­pen­dent young women who want to dress well and pay less. Launched in 2010 by Ginza In­dus­tries, to­day Soie has pres­ence in multi brand out­lets, ex­clu­sive re­tail out­lets and a ro­bust so­cial me­dia pres­ence.

Core fo­cus cus­tomers

Soie fo­cuses on work­ing and non­work­ing women in the age group of 20 to 40 years, look­ing for the right fit and good qual­ity prod­ucts.

Prod­uct port­fo­lio

The brand cur­rently of­fers fash­ion, core ba­sics, ac­tive, be­gin­ners, bonded and seam­less in bras. It also has panty packs, shape wears, nightwear and girl’s in­ner wears in its prod­uct port­fo­lio.

Lat­est col­lec­tion and its theme

The lat­est col­lec­tion show­cases lacy bridal, ty­po­graphic ac­tive, pas­tel colour blocked bras. The brand’s core ba­sic col­lec­tion would have unique jacquard de­tailed foams, in­vis­i­ble wires and ex­treme sup­port full fig­ured bras.

Most in­no­va­tive prod­ucts in the col­lec­tion

Soie has used a spe­cial co­cona fab­ric in its new sports bra style CB-906. It is a spe­cial fab­ric made from vol­canic sand and ac­ti­vated car­bon from co­conut shells. The fab­ric gives mois­ture wick­ing, and cool­ing and heat­ing ef­fect to the body de­pend­ing on the cli­mate.

Prod­uct range or cat­e­gory ex­pan­sion plans

The brand has plans to in­tro­duce a range of full-fig­ured sup­port bras for heavy bust lines.

Pri­mary mar­kets

Soie’s pri­mary mar­kets com­prise Mum­bai and the rest of Ma­ha­rash­tra. It also has a strong pres­ence in Delhi NCR, Gu­jarat, the up­per north­ern In­dia and the North-East re­gion.

Re­tail pres­ence

Soie’s cur­rent re­tail present in­cludes 7 EBOs, 1,000+ MBOs and 53 LFS and 12 SIS in In­dia.

Top re­tail­ers

The brand’s top re­tail­ers are Shop­per Stop, Cen­tral and Pan­taloons in the large for­mat store seg­ment. Sim­i­larly, Myn­tra, Ama­zon, Nykaa, Jabong, etc., are its on­line chan­nel part­ners. It is present in all lead­ing MBO’s across the coun­try.

Plans for ex­plor­ing new mar­kets in In­dia

The brand is plan­ning to in­crease its pres­ence in South In­dia by tap­ping all the big fam­ily re­tail stores.

Progress through on­line re­tail

In the on­line space, the brand is grow­ing at a pace of 50 per­cent in­crease year-on-year.

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