Being Human - a rare brand that combines contrasting attributes: Youthfulness & Caring
Being Human is growing and expanding on the basis of a clear brand positioning that emphasizes product, store and CSR:
Does celebrity power really help their brand achieve success? Salman Khan’s clothing line ‘Being Human’ has recently completed 5 successful years in the fashion retail industry. Being Human was launched in 2012 by Salman Khan with The Mandhana Retail Ventures having the exclusive global license till 2020. The brand is known for its trendy design and has marked its position among the top apparel brands in India.
Salman Khan’s success has become the inspiration for other celebrities to enter in to the fashion retail industry. Indian cricket team captain Virat Kohli’s brand value has reached $14.5 million as per recent data from Forbes. He owns ‘Wrogn’ fashion clothing range for men. Cricketer Yuvraj Singh had launched ‘Youwecan’ clothing range with a cause, his brand shares some percentage of sales revenue to cancer related causes, including funding education for cancer surviving kids. Bollywood actor Hrithik Roshan owns ‘HRX’ and Sahid Kapoor recently launched ‘Skult’ clothing range focusing on street and athleisure fashion.
Being Human embodies values like love, care, share, hope, help and joy. The brand is mainly focused on fashion, value for money clothing and sensitivity to underprivileged. It has received global acceptance due to its unique model wherein through the sale of each garment, some percentage of the sales revenue goes to the education and healthcare initiatives undertaken by Being Human – The Salman Khan Foundation.
Being Human is a young and aspiring brand targeted at the age group of 18 to 35 years. The company’s products are priced in the Rs 499 to Rs 8999 range. The brand promotes maximum usage of organic cotton in the production. Men brand values are created keeping openness and fluidity in mind. Women brand values represent the gentle nature of the female form, yet these symbols were designed keeping sharpness and fluidity in mind.
Manish Mandhana, CEO of The Mandhana Retail Ventures shares details about the strategy adopted by the company: “Our strategy was to mould a brand that rooted itself not only in a cultural legacy, emphasizing an attitude towards social and ecological conscientiousness, but also with a youthful flare of whimsical eccentricity. This resulted in a design that we imagined occupying a turn of the century loft, with hand painted tiles, old drawers, and warehouse furnishings and we were then left to reinterpret uses of these objects as a backdrop for fashion.”
“We also gained a lot of insight by considering the work that Being Human Foundation has done to help children throughout India. We communicate Being Human’s positive, life-affirming ethics through our stores,” Manish added.
Globally, the company has 600 points of sale and the brand has its presence abroad in Europe, Nepal and Mauritius. Within India, it has exclusive outlets in metros as well as smaller cities like Kochi, Pune, Nagpur, Ahmedabad, Surat, Rajkot, Chandigarh, Udaipur, Kota, Varanasi, Bhopal, Lucknow, Ajmer, Kanpur, Amritsar, Aligarh, Noida, Gwalior, etc. Being Human also has shop-in-shop stores, EAS stores and distributor outlets across the country.
The company has 90:10 offline:online sales ratio. Manish reveals the details about offline and online tie-ups: “We have tie- ups with offline retailers like Globus, Shopper Stop, Jadeblue, Lifestyle, Central, Westside and Splash. Online retailers are also getting popular among our customers and the company has tie- ups with Flipkart, Koovs, Myntra and abof.com.”
He added on the expansion plans of the company: “We will be mainly expanding in the tier 2 and 3 cities of India. Internationally we will be expanding in Fiji, UK and USA. We will be opening 100 retail stores in the coming two and half years.”
RETAIL TECHNOLOGY & LOYALITY PROGRAM
Being Human has adopted Shopsense interactive screens at its retail stores for enhanced customer service by displaying real time inventory across its network of stores. Manish added on the technology used in the retail stores to provide better service to the customers: “The mix-andmatch feature helps fashion consultants cross sell and upsell based on customer preferences. We also use Ginesys software for carrying out the stores retail operations.”
Manish shares the details about the loyalty program: “Being Human has 100% share loyalty program where customer earns not just goodness points, but also surprise gifts in return of shopping at a Being Human store.”
Apart from the company’s brand ambassador Salman Khan, the company has used models like Isabella Calstrom, Kiara Advani, Amy Jackson and Elli Avram to promote autumn winter, spring summer season collection. In 2015, the company had launched real heroes campaign. The campaign had introduced the Spring Summer ‘15 collection and features the people behind two of the organizations that are supported by Being Human – The Salman Khan Foundation. This includes Dr Krishna Rao, Co-founder Maaya Foundation, Malvinder Mohan Singh, Executive Chairman, Fortis Healthcare and Shivinder Mohan Singh, Vice Chairman, Fortis Healthcare.
Manish also commented on the marketing and promotion strategy used by the company: “We use marketing communication channels like newspaper,
magazine advertisements, radio advertisements, inside mall advertisements, ODH advertisements, etc. Being Human also uses social media channels like Facebook, Twitter, Instagram, etc for digital advertisements. We get maximum response from the Facebook among the other social media channels.”
Being Human’s universal appeal has led to tie-ups with Suzuki, Coca Cola, Thums Up, and Google+. Salman Khan’s presence with these huge brands is mutually beneficial for all parties concerned.
TRAINING FOR DIFFERENTLY - ABLED
The company provides internal training to ensure that staff is trained completely to communicate the brand philosophy. Taking the brand ethos forward, the clothing line has made a distinct identity for itself in the retail industry by employing one differentlyabled employee as a fashion consultant in each of its stores. “We ensure that training occurs at both back end and on job carry special batches throughout the year to keep the staff motivated,” said Manish.
Keeping in mind the joy of gifting combined with supporting a cause, Gitanjali and Being Human have launched gold and silver coins. The company regularly organizes camps for hearing deficiencies, free eye check -up, etc. Being Human has donated 500 water tanks to some of Maharashtra’s worst affected villages in Osmanabad, Jalna, Aurangabad and Nanded. The brand has also participated in Mumbai Cyclothon, Standard Chartered Mumbai Marathon and regularly organises charitable cricket and football matches to help the underprivileged.
Being Human Clothing exclusively partnered with B.J. Wadia Hospital for Children on World Health Day Education of the Deaf. The Fortis Foundation and Being Human Foundation have come together to create a heart-warming initiative, ‘The little heart program’, to provide free treatment to children with congenital heart defects every year.
LAUNCHES FOR THE FUTURE
The brand will be launching several new products including fitness, home décor, watches, shoes, sunglasses fragrances, luggage, stationary, etc in the coming years. Being Human Café too is in the pipeline. Manish concludes: “We will be expanding globally in future by keeping our core brand values love, care, share, hope, help and joy.
Manish Mandana foresees better growth in brick & mortar retailing compared to ecommerce
Being Human retail store