With a turnover of Rs 52 crores in just two years, with plans to reach Rs 125 crores turnover by 2012, Celio, the premium menswear brand, is rapidly becoming a major player in men’s apparel segment in India. Its primary focus is on casual, formal and sportswear which include denims. Launched as a joint venture between Future Group and Celio, Celio Future Fashion presently has 97 points of sale which includes 20 exclusive outlets and 77 shop-in-shops in Tier I-II cities. Aiming to provide fashionable clothing for men in the age group of 25-35 years, the brand sources its merchandise both locally and globally. It now plans to add a 25 more stores in India this year.
“Being an international brand, we like to keep the brand value intact but operating in a local market demands twist in the 5 P’s of marketing - Product, Place, Price, Promotion and Packaging. We believe in offering best value products at an affordable price. We are more market oriented and the approach is multifold when it comes to creating brand awareness. We are investing heavily into mass marketing campaigns to build brand recognition, product awareness and mind share to stimulate product demand,” says Rajat Luthra, CEO, Celio Future Fashion.
The brand’s color palette for this season includes neutral colors like black, grey, navy, optical white and beige and touch of colors like blue, green, khaki, purple, lilacs, pink, orange and red, which are used for their knitwear collection and bermudas. Celio has a versatile product portfolio that comprises of accessories such as belts, bags, caps, hats and scarves, beachwear, shirts, T-shirts, Bermudas and trousers.
“In the price segment, our desire to maintain leadership in offering a wide choice ranging from basics to more technical and a quality well above the standards. We keep the prices of entry-level very attractive and substantially identical to what the customer is accustomed to. The idea is to intensify our relationship with our client, understand, listen remain the key to better appreciate their purchasing behavior,” adds Luthra.
Celio’s bestselling style trends are its polo shirts which includes the striped pique polo shirt with patches and badges with marine theme T-shirts in blue and white or red and white and other marine detailing like eyelet and embroidery. The Traveller theme T-shirts with a washed and used effect in a colorful range are also popular. The company’s knit collection is mostly in 100 per cent combed cotton. With all round the brand is now set to explore newer untapped markets over the next few years.