Truly trendsetting, the S/S ’20 collection of Duke Fashions exudes the easy elegance of summer through its vibrant hues, and a touch of sophistication through shimmery oceanic blues. “The unique patterns and strong tones of this collection are a modern take on preppy and classic styles,” avers Kuntal Raj Jain, Director of the brand. “Exquisitely crafted, the collection strikes a fine balance between eye-catching style and immense comfort,” adds Jain.
Catering to the tastes of young cosmopolitan Indian, Duke offers latest trends to its customers. “This year, we would precede European Winter Fashion,” notes Jain. The brand blends functionality with fashion through its use of fabrics like cotton, PC, techno blends, washed, etc. Its sophisticated silhouettes and classic design are quite popular amongst its customers.
Unorganised players dominate popular shirts segment
As the purchasing power of consumers in Tier II and III cities is less, these cities are the main markets for popular unbranded shirts. “The unorganised sector is the biggest player in popular shirts segment as it has low operational costs and low pricing which enable players to enter this segment with fewer investments and basic colors,” adds Jain.
Bigger brands hesitate to enter this segment as they have a certain reputation to live up to. These players have to ensure their products exceed consumers’ expectations every season. “As popular shirts category doesn’t fulfill these criteria, big players hesitate to venture into this segment. Instead, they focus on analysing the design and pattern of every product in that segment,” states Jain.
With time, the popular shirts segment in India is becoming saturated. “There is a vacuum in this category due to the limited variety and color range it offers. This is lessening the preference of such shirts in India,” observes Jain. “Also, the possibility of defining a target audience in this category depends upon their availability and viability. Hence, readymade labels have an edge as they cater to both aspects,” he adds.
Exploring new product, retail territories
By offering value for money, Duke has created a loyal customer base which does not settle for anything less than the best. The brand has an unbeatable marketing network comprising over 4,000 MBO’s and 360 EBO’s across pan India. “Our products are exclusively placed at big chain stores like Central, Reliance Trends, Reliance Market, Arvind Retail, Easy Day, Metro, Best Price, Total Superstore, Aditya Birla Retail, Hyper City, Brand Factory, Shopper Stop, Pantaloons etc. We have an online presence on Myntra.com, Snapdeal.com, Jabong.com, Flipkart.com, Amazon.in, Tata cliq, Ajio, dukeindia.com,” adds Jain.
After covering major Indian markets, Duke now plans to expand into rural markets. “We also plan to expand into different segments such as footwear, accessories and e-com business where we expect high growth in coming years. Expansion will support our long-term business growth in India,” states Jain. To expand online business, Duke recently launched its online shopping portal which offers free delivery and online payment support. “We also offer cash on delivery services which enables our customers to shop at the comfort of their home,” adds Jain.