In 2010, GAS made a direct entry in India through the cash and carry format. Riding on the retail expansion strategy, especially in Tier II and III cities, the brand is looking for a turnover of Rs 25 crores for the financial year 2012-13 and Rs 40 crores in 2013-14. Elaborating on their aggressive plans, M M Kamath, Director, GAS Jeans says, “At present, GAS has exclusive retail outlets at Mumbai, Delhi, Ludhiana, Pune and Ahmedabad. During 2012, we plan to unveil six new stores in Mumbai, Chandigarh, Bangalore, Hyderabad, Chennai and Thane. The year 2013 should see the launch of four more outlets.”
It may be recalled that GAS had entered India in 2006 through a JV with Raymond. The JV operated for three years, after which both parties mutually separated and GAS decided to enter on its own in 2010. After debuting internationally in 1984, the GAS brand has continued to expand and evolve on an international level bringing its lines and its values in the major markets worldwide.
The brand is targeted at trend conscious men and women who are not fashion victims. Their customers are cosmopolitan, international people with a young mindset who want to wear fashion that reflects their own personality, lifestyle and attitude. Its core target age group is 22-30 years. As Kamath explains, “Our style is dynamic, international, authentic and versatile. GAS offers high quality clothes that have a contemporary flavour but go beyond current fashions, perfect to match and highlight the personality and the lifestyle of our customer who is intelligent, aware, spontaneous and cosmopolitan youth.”
The parent company Grotto S p A has been designing, manufacturing and distributing men’s, women’s and children’s clothing, footwear and accessories under the GAS brand for more than 25 years. Its mission is to offer quality products that meet the needs of intelligent, international consumers looking for clothes with a contemporary feel that goes beyond the fashion of the moment to express their individuality on every occasion.
GAS also has a collection of T-shirts matching their denim collections and the company creates an exclusive T-shirt range for Indian consumers keeping Indian sensibilities and conditions in mind. “Therefore, most T-shirts are made of 100 per cent cotton and modern trends have also witnessed a blend of cotton and lycra and other T-shirts are blend of viscose and lycra,” points out Kamath. According to Kamath, e-commerce is the future of the global retail industry and GAS is readily accessible to online shoppers in India through its international site. “Although GAS doesn’t have a dedicated Indian page yet, plans are afoot. We are excited and optimistic of the role that e-commerce shall play in our strategy for India,” he adds.