“Sustainability will drive future fashion trends,” says Vijay Kapoor, Managing Director, Derby Jeans Community. The brand is launching innovative sustainable shirts as a part of its S/S ’19 collection. “This collection reduces 80 per cent water and energy consumption in garment manufacturing process,” he adds. The S/S ’19 collection will offer a fashionable yet customer centric range with Indian climatic conditions playing a major role in its design aspects.
Inspired by five major themes
“Lightweight fabrics with breathability and moisture absorption constitute the functional aspect of this range,” notes Kapoor. The hybrid workwear range features rinse washed jeans that can be worn for work and casually. “The range provides a variety of product mix for urban and aspiring markets,” adds Kapoor. It is inspired by five major themes:
Sun Soaked: A breezy summer collection for high summer, featuring casual lifestyle products
Downtown: A hybrid workwear and party focused collection catering to the urban and semi urban market
Cultural Raise: A street collection inspired by rising subcultures across the globe for ‘the young at heart’
Counter Culture: fashionable and casual lifestyle collection inspired by #REBELINME culture with positive aspirations
Denim on Denim: This focuses on Derby’s DNA story that caters to the denim cult.
Natural fabrics in demand
Derby has been listed among the top 100 sustainable brands in the country. Hence, the brand does not use synthetic fabrics like polyester that are made from petro chemicals and highly exploit natural resources. The major fabrics for summer are: linen, cotton and their blends. “A few regenerated fibers like Tencel, Excel are blended onto natural fibers for a soft hand-feel and comfort,” adds Kapoor. “Stretch fabrics that offer unmatchable comfort are our strength,” he notes.
Restricting new product launch to avoid stock pileup
“The upcoming season will yield 15 per cent YOY growth in current business scenario although strong competition will prevail in this season also,” says Kapoor. The growing trend towards customisation provides a unique opportunity for players who have already launched their pilot projects in this segment, he feels.
Noting that volatile buying patterns along with heavy discounting are major challenges being faced by brands, Kapoor explains “Our EOSS strategy is focused on liquidating previous season’s products by restricting new launches to avoid stock pile up.”
Expanding across all channels
Derby has a strong presence in Tamil Nadu and plans to expand in Andhra Pradesh, Karnataka and Telangana initially, before spreading operations across India. The brand, as a part of its growth strategy, will focus on expansion in large format stores and online operations. “We are currently present in over 70 EBO’s and also have an online presence,” adds Kapoor.
Believing that “brands need to put-in more efforts to develop a new set of business processes rather than tinkering with existing ones,” Derby now plans to create 1,000 successful first generation entrepreneurs by franchising the Derby jeans community, thereby putting India on the fashion map of the world by March, 2025. The brand also plans to launch a new range of sweat shorts by the end of Summer ’19.