Brand of Youth­ful Spirit

Shoes & Accessories - - Contents -

Ac­cord­ing to Pari­mal Me­hhta, Horra is here to re­de­fine the con­cept of lux­ury. He be­lieves that lux­ury is not about the price tag, but it is about the ‘ feel-good’ ex­pe­ri­ence that the brand de­liv­ers. Horra Lux­ury’s Founder and Di­rec­tor told S&A, Horra is uniquely and lux­u­ri­ously trendy – it moves with the time but keeps its core de­sign ethos strong.

Horra

Horra is here to re­de­fine the con­cept of lux­ury. We be­lieve that lux­ury is not about the price tag, but it is about the ‘ feel-good’ ex­pe­ri­ence that our brand de­liv­ers. Our prod­ucts are pre­mium in qual­ity yet very ac­ces­si­ble and func­tional. Our prod­ucts de­liver the value, which a cus­tomer de­mands and pays for.

In the mar­ket

We are for the as­pi­ra­tional youth.“horra em­bod­ies a youth­ful spirit that’s uniquely trendy.”

Horra is a youth – ori­ented brand. The brand is al­ways there wher­ever the mil­lenials are. It is uniquely and lux­u­ri­ously trendy – it moves with the time but keeps its core de­sign ethos strong.

DNA

Lux­u­ri­ous and youth­ful.

Prod­ucts

We of­fer watches, bags and wal­lets cur­rently. We have the aim to grow the brand into a big life­style brand in footwear and ap­parel.

Strat­egy

All our pro­mo­tional and brand­ing ef­forts are di­rected straight to the con­sumers. We are heavy on dig­i­tal and so­cial me­dia pro­mo­tions. We col­lab­o­rate with celebri­ties and in­flu­encers and we par­take in big fash­ion shows, which we feel in­creases the brand’s value. Con­se­quently, we run lo­cal mar­ket­ing ex­er­cises where our re­tail pres­ence is. In short, we run both na­tional and lo­cal cam­paigns to build the brand and sup­port sales growth.

Tar­get au­di­ence

Our tar­get mar­ket: ▶ ▶ Pri­mary: 18 to 24, a col­lege stu­dent, up­beat, play­ful, as­pi­ra­tional, will­ing to ex­per­i­ment, thrives in so­cial me­dia, need for iden­tity and role model. ▶ ▶ Sec­ondary: 25 to 35, a young pro­fes­sional, am­bi­tious, a risk-taker, un­afraid, in­dulges in many pas­sions, op­ti­mistic, owns the mo­ment and ex­pe­ri­ences life to the fullest (work­life bal­ance), tech-savvy, mo­bile and con­nected. Ge­o­graph­i­cally, they are in Tier 1 and Tier 2 ci­ties; Par­tic­u­larly in Mum­bai, Pune, Ahmedabad and Bar­oda.

New re­gions

Till date we are con­cen­trated on the Western re­gion. But slowly, we are start­ing to gain trac­tion in other states too. We will soon be present in North, East and South re­gions. Soon, we are open­ing our first re­tail out­let in Chandi­garh.

Chal­lenges

Be­ing a fresh brand is a chal­lenge in it­self. Yet, we feel the mar­ket is big enough for a brand like us. We gen­uinely feel that there’s a gap that we are ful­fill­ing.

Five years

The fash­ion ac­ces­sories seg­ment is ex­pected to grow at a dou­ble-digit rate in the next five years. This is fanned by the in­crease in in­come of the work­ing mid­dle class, an evolv­ing pref­er­ence in fash­ion, thanks to so­cial me­dia and ecom­merce. Horra will con­tinue to be present in both ecom­merce and re­tail, and will con­tinue to evolve with the con­sumer.

Pari­mal Me­hta

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