De Extase gaining loyalty in tier II

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Competition, rentals, shortage of prime space, and complexity of identifying and hitting the right target, are some of the many issues that hold back the branding process in metros. Arvee Denims, a fashion-and-lifestyle veteran with considerable manufacturing experience, seems to have understood the issues quite well, as it is scripting a success story in tier II cities with its one-year-old fashion brand De Extase.

While most of such brands are struggling for survival in Indian metros, De Extase is gaining customer’s loyalty in tier II cities, and has carved extensive plans to expand its base in developing cities.

Speaking to Indiaretailing, Vinod Arora, chairman and managing director, Arvee Denims, said: “Though the rentals have been coming down in various places, they are not yet affordable. Opening in tier II cities, on the other hand, make good business proposition. We have planned to open stores in various tier II cities.”

Arora confirmed that the company plans to open around five outlets in the next two months and has already booked space in cities including Surat, Vadodara, Raipur and Ahmedabad. All these stores will be standalones and house the entire collection of De Extase.

The company plans to expand its presence to more cities in the country by adding about 50 new stores in this fiscal.

Having manufacturing experience and fine production facilities have been an added advantage, and helped the brand in surviving competition. “Our in-house production helps in keeping various outsourcing costs at bay, and enables us to spend that part on brand building and gaining customer loyalty,” said Arora.

Describing the brand’s target, Arora said it’s the well informed, middle-class youth who does not mind spending on his lifestyle, but keeps a check on value for money. “Our products are competitively priced and suit this segment, and this is our unique selling proposition, which has helped us in gaining brand loyalty amongst middle-class youth,” said Arora.

Presently, the company operates 20 stores in various cities that include New Delhi, Mumbai, Ahmedabad, Bhopal, Ludhiana, and Vadodara.

– Satrajit Sen

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