Derby Jeans Community a known menswear brand that offers stretchable denims has recently shifted its focus to ‘Jog Denim’, which is regular knitted denim. With Jog Denim being well-accepted by customers, the brand is launching a new product for the festive season named ‘Derby Infinity Blu’. Speaking about the popularity of jeans Vijay Kapoor, MD, Derby Jeans Community says, “We like to call it jeans, not denim. That’s why our brand itself is called Derby Jeans Community. We call it jeans because it has no religion, no country, no gender, no cast and no creed. It has no boundaries; rather it’s above all that. Jeans is something that unifies the entire world and that is the reason we included ‘Jeans’ in our brand name. Jeans is a symbol of youth and youth always stands for revolt, something that is revolutionary.”
Revolutionising the market
Kapoor points out with nearly 50 per cent of India’s population in the age bracket of 25 years, coupled with the social media revolution there is a huge scope for growth of jeans in Tier II, III cities. “Though people in these cities are aware of fashion trends and are highly aspirational, they face entry level barriers, which defines any brand in the market,” states Kapoor.
Kapoor explains they are trying to build the trust factor by introducing ranges that are not only affordable but also in tune with global fashion. “At Derby Jeans Community, we represent jeans not as a casual wear or leisure wear but it has been extended to a lifestyle category, touching all aspects of life.”
Kapoor believes in the current market scenario affordable fashion is a key to success. H&M and Zara are the success stories written by affordable fashion. “That’s why we came up with Derby Infinity Blu which has a tagline ‘Global Fashion at Affordable prices.’ The aim is to bring global fashion with best practices of manufacturing and creating the lines of clothing resonating with youth in an affordable pricing. Our 100 per cent cotton shirts start from Rs 795 onwards be it casual, semi casual or work wear. Jeans starts from Rs 999 and goes up to Rs 2,395, trousers from Rs 999 and goes up to Rs 2,495 and T-shirts from are from Rs 399 to Rs 2,595.” The sole aim of Derby Infinity Blu is to organize the unorganized market. What happens today is that the consumer gets a pair of jeans at Rs 999 but not the one which speaks quality and trust. In its thrust to capture the organize market, Derby Jeans Community is opening more and more stores in Tier II, II cities.
Kapoor feels e-commerce has spoilt the customer by offering huge discounts. This had led to the consumers’ thinking that it is their birthright to expect products at discounted rates all around the year. “It’s temporary though,” he feels. “Every market undergoes a temporary phase of uncertainty and confusion, and out of this confusion comes clarity.” Derby Jeans runs consumer loyalty programs that offer rewards points to consumers. “Some schemes are run under the premise more you buy and higher the value of your purchase, you will get benefits accordingly,” notes Kapoor.
Derby Jeans also organises denim workshops at outlets regularly where if one buys Derby denim he can get it customised at the outlet. “These small value additions help in building the brand and create a positive identity and make you a brand leader,” Kapoor opines.
Derby Jeans, under its sustainability program, has reduced the use of plastic in its packaging. All carry bags used by the company are made of recycled paper. Kapoor says, “We run programs to educate customers on sustainability. We also minimise pollution by making zero water denims. The company has been named a sustainable brand from Asia for the last three years in a row.”
Derby Jeans is opening new stores in Tier II, III cities. “We are penetrating deep into these markets to create successful first generation entrepreneurs through franchising our brand. We are planning to venture into large formats and in the next two years will set up 150 Derby stores,” Kapoor ends.