Although the market for T-shirts is mainly concentrated in metros, Tier II and III cities are growing equally in terms of volume. The price range varies with the target market. While in metros, competition is high with organized sector, in non-metros eco and mid categories move better along with the regional brands as they can only afford price advantage. But Tier II and III are gearing up for the entry of big brands off late, thus contributing to the growth story. “T-shirt not a six day week product while it is leisure wear category with limited usage unlike shirt/trouser and denims. Indeed, the market is rapidly growing from past 3-4 years, where all major pan Indian apparel brands whose core strength was only woven range are entering the T-shirt category in a big way. The market size is around Rs 7000 to Rs 10,000 crore. And its growing at 10-12 per cent year on year for the past 2-3 years. It’s a promising category as it compliments denim which again is aggressively scaling up sales,” explains Usha Periasamy, Director- Operations & Brand, Classic Polo.
With a positive growth of 40-50 per cent, the brand is keen on building a strong style statement with unique identity to set in the minds of people and market. It also aims to conceptualize the seasonal S/S19 themes with clear product category and innovative designs that are acceptable by the audience, giving them a personalized feel of comfort and trendy fashionable clothing with affordable prices. For S/S ’19, Classic Polo has three themes: Highflyer Soul, Expanding Minds, and Adventure Awaits. The styles includes trendy Polo T-shirt\shirts\trousers\shorts with quality fabrics curated with different fits, patterns, prints, dyes and wash treatment.
Classic Polo plans to add 20-30 stores next year mainly in Tier II and III cities. Although, the brand’s focus is in and around Chennai, Mumbai, Kolkata with plans to open 15-20 stores in these cities, its retail mapping is spread across pan India with 115 Exclusive Brand Outlets. It is also available in 450 large format and 5,000 MBOs.
Periasamy points out the T-shirt market is witnessing several innovations in terms of the type of fabric used such as mercerized, combed, 100 per cent cotton, linen, etc, nature of weave which includes honey comb, jacquard, injected slub, spaced dyes, fabric dye, etc, washes such as silicon, enzyme, golf ball, peached and styling with value added trims.