TWILLS: A SUC­CESS STORY

A SUC­CESS STORY

Business of Fashion - - Contents - – G Srini­vasa Naveen, Di­rec­tor, Twills

In an ex­clu­sive in­ter­view with IMAGES BoF, Di­rec­tor, G Srini­vasa Naveen, talks about the brand, it’s re­tail pres­ence and fu­ture plans.

En­vi­sioned and nur­tured in Andhra Pradesh, Twills be­gan as a dream that soared high, cre­ated a niche for it­self in one state and then, rapidly spread its wings to other parts of In­dia. To­day, the brand is a house­hold name in the In­dian fash­ion sphere. In an ex­clu­sive in­ter­view with IMAGES BoF, Di­rec­tor, G Srini­vasa Naveen, talks about the brand, it’s re­tail pres­ence and fu­ture plans. IBoF: Tell us about your brand. How it started and how has the jour­ney been so far?

G Srini­vasa Naveen (GSN): Twills was launched in the year 1999. The brand grew rapidly there­after and by 2002, we added a com­plete range of men’s wear prod­ucts such as den­ims, trousers, ca­sual shirts, semi for­mals and t-shirts. The brand launched a 5,000 sq.ft. ex­clu­sive store at MG Road, Vi­jayawada in 2008. By 2019, the brand had ex­panded op­er­a­tions pan In­dia. We added an­other mile­stone by open­ing our sales and mar­ket­ing of­fice in Jo­gesh­wari, Mum­bai in 2015.

IBoF: What is the brand’s USP and who are your core au­di­ence?

GSN: “Value for money prod­ucts” is the brand USP. Twills is known for its ca­sual wear range that fea­tures su­pe­rior fab­rics and the lat­est trends at mid-seg­ment prices. About 60 per­cent of our tar­get au­di­ence is be­low the age group of 40 years and 40 per­cent are the of­fice go­ing cat­e­gory.

IBoF: Tell us about your present prod­uct port­fo­lio. Of the en­tire prod­uct range, what cat­e­gories en­joy the most de­mand?

GSN: We of­fer a wide range of ca­sual shirts, cot­ton trousers, den­ims, t-shirts and semi-ca­sual shirts for men. Of the en­tire range that we have, we have no­ticed that ca­sual shirts and trousers tend to sell the most.

IBoF: What are the new col­lec­tions that you have planned for the forth­com­ing sea­son? Tell us about their key fea­tures.

GSN: We be­lieve that con­cep­tu­alised sell­ing adds to the vol­ume. The brand’s de­sign­ing team comes up with ideas and new sus­tain­able con­cepts ev­ery sea­son. We have pro­moted the eco spirit and yoga con­cepts in the past which en­joyed over­whelm­ing re­sponse. The brand’s main con­cept for the AW’17 col­lec­tion re­volved around sus­tain­abil­ity and was named Swaraj. Ecru and Khadi based fab­rics are used for the gar­ments in this con­cept. In ad­di­tion to this, the col­lec­tion also fea­tures var­i­ous other con­cepts and is still a huge hit. The con­cepts for AW’18 are HIM, INDICODE, PAINTED, CLUB and PURE.

IBoF: What are your plans re­gard­ing new prod­uct cat­e­gory ex­pan­sion?

GSN: We are com­ing up with boys’ wear and a com­plete knitwear range in­clu­sive of all win­ter prod­ucts from AW’19.

IBoF: Tell us about your pri­mary mar­kets. What re­sponse are you get­ting from on­line mar­kets?

GSN: Twills is present pan In­dia, but hon­estly, Andhra Pradesh is the brand’s strong­est mar­ket fol­lowed by Ma­ha­rash­tra, Ut­tar Pradesh and Odisha. We were not much ac­tive on the on­line plat­form till now but from this sea­son, we have started work­ing on our on­line pres­ence. We aim to have our own por­tal and mar­ket places, very soon.

IBoF: What are your plans for ex­plor­ing new mar­kets in In­dia?

GSN: We have a lot of plans in the pipe­line to get the brand to the next level. Above all, we are keen on launch­ing EBOs in tier -II and -III cities pan In­dia, about 50 EBOs in the next 5 years. Also, we plan to launch our­selves in about 200 SISs and 2,500 MBOs in the next 2 to 3 years.

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