Planning To Target Tier I & Tier II Cities Where Retail Is More Profitable: Sanjeev Mukhija
As India's first and only quintessential Streetwear brand for men, Breakbounce is designed to take fashion to the streets. Breakbounce Streetwear offers the youth a swift route to exclusivity by enabling them to define their styles and express their allegiance and interests.
In conversation with Franchise India, Sanjeev Mukhija, Founder, Breakbounce, talks about the current scenario of apparel industry in India, Trends, Future and many more...
The apparel industry in India
The apparel industry in India is the second largest contributor in the retail industry. With an increasing percentage of youth preferring branded labels, international brands are gaining popularity in India and making it an extremely lucrative market.
Owing to mass media and social media penetration, the Indian youth is becoming more fashion conscious. This has opened up exceptional retail market opportunities. As a result, the consumers are provided with a lot of options in terms of the products, retailers and brands. Thus, the consumer is the winner here as they have an upper hand looking at all these factors.
Emerging trends in men’s apparel industry
The acceptance of smart and casual dressing has boosted growth of western wear among the youth in India. The five emerging trends in the men's apparel industry includes the following-
Taping details observed on denim, shirts, joggers, etc.
Graffiti & floral prints
Goodies on belt loops
Future and growth of men’s apparel industry
Millennials with higher disposable incomes and evolved brand awareness are the primary growth drivers of retail in India. Owing to the internet and travelling, fashion today is being explored in an international way. Thus, acceptance is there due to technology accessibility.
USP is the Key
Breakbounce offers the perfect combination of fast fashion products at competitive prices.
Today consumers hold the power. In this industry one has to be hypersensitive to the needs and wants of the consumers. Consumers these days look for fast fashion and demands for variety and new products.
Thus, the cost of production increases due to the emerging fast fashion concept. As a result, the cost of operations goes high. To keep up the pace with the market and consumers demands online discounting also becomes one of the factors contributing to the challenges in this industry.
Innovative marketing strategies for customer acquisition
Breakbounce is for this WIP generation. We identify the generation mindset, build a narrative around them and reinforce it. Taking the brand narrative forward, the collections are designed to be on toes to transcend you into distinctive new experiences enabling you to switch modes and moods with their unique storytelling.
Breakbounce is adapting various marketing strategies to acquire more and more customers, some of them are:
-Creating awareness and reaching out to masses through social media platforms
-Influencers’ collaboration on regular basis
-Celebrity collaboration: Recent collaboration with Muzikone Records ft. Esha Gupta through launch of music video labelled ‘Get Dirty.
-Collaboration with esteem institutions like IIMs in their fests.
-Participated in Fashion Weeks in collaboration with Regional Partners: Lulu Fashion Week and also received an award as ‘Most Innovative Brand 2018’
Continuous efforts are made to build up brand at grass root level through BTL activities.
Future expansion plans
The company is expanding through owned/franchise retail and line extension in near future to aid in retail, leading to generating higher revenues. The brand is planning to target Tier I & Tier II cities where retail is more profitable. In addition, the streetwear fashion brand is looking forward to developing travel retail & experience stores.