New Delhi: Innerwear brand VIP Clothing plans to focus on its athleisure and comfort wear segment across men’s and women’s apparel categories, shared Sunil Pathare, chairman and MD, VIP Clothes while talking about the company’s portfolio expansion plans.
Pathare said that VIP has added leisure and athletic wear groups across all its brands, completed trial runs, and is gearing up to launch a new portfolio in the coming summer season.
Sharing more details about the company’s product expansion strategy, he said that within the womenswear section, the company is focusing on lingerie and comfort and ease wear and is also expanding the kidswear portfolio. VIP has already launched its kidswear brand and in the next 2 months, will be launching its new portfolio, stated Pathare.
The over-50-year-old company markets manufacturers such as VIP, Frenchie, Feelings, Leader, and Brat.
While VIP plans to launch newer products across both online and offline channels, Pathare highlighted that the online channel is growing faster and is going to be a key focus area. Some items will be launched exclusively online, he added.
By the end of this financial year, VIP expects on the internet to contribute about 5-7 per cent to the overall business pie. To enhance the online presence, the company is hiring the right talent plus focusing on marketing across digital channels.
Commenting on the brand’s offline technique, Pathare mentioned that VIP plans to reach the mark of 100 stores over 3 years across tier 2 and 3 cities. These include each franchise plus exclusive brand name outlets. When asked if the organization has set any capex to open these stores, he said that funds will become raised within a phase-wise manner, as the stores are opened.
