“We choose to create our own styles rather than follow any particular theme,” affirms Ankit Gupta, Vice-President, Dollar Industries. “We try to bring out the styles that go with the trend, are fashionable, comfortable and most importantly fit well,” he explains. This season, Dollar has experimented with stretchable and body-hugging fabrics and is concentrating on bright and pastel shades. “In upcoming season, we will launch a new category ‘Athleisure’, for both Dollar Bigboss & ForceNXT,” notes Gupta. “Our main target customers are those who are passionate towards athletic activities, workouts and sports. For the Athleisure range, we will introduce joggers, track pants, polo T-shirts, capri, etc.”
Cotton blends, Lycra elastane fabrics in demand
Noting that innerwear has evolved from being just functional to fashionable, Gupta says, “Today people are prone to wearing good innerwear when they go for gyming or sport activities as fit, comfort and style all play a very important role here. Innovations in this category will largely depend on the fabrics being used.” The brand will use cotton blend and Lycra Elastane for this season. It doesn’t experiment much with the prints in innerwear.
Stating that this has been a good season for the brand Gupta notes, “We take time to appreciate our dealers and arrange business tours to motivate them to perform better. This not only increases our sales, but also gears us for the summer season,” he adds.
As summer is longer than winter, Dollar offers a diverse range of products for men, women and kids. For winters there are: Dollar Ultra and Dollar Wintercare, which fall in the thermals category.
Exploiting both omni-channel retail
“Today, brands opt for omni-channel retail to reach customers on the go,” states Gupta adding “it enables customers to buy products at retail stores as well on online market places.” At present, Dollar does not have any EBO but is present in over 95,000 MBOs. “We have also created our presence in large format stores like Reliance Trends, D-mart, Brand Factory, More and Unlimited (Arvind Brand) to increase our reach,” informs Gupta. “We are actively present on leading online portals like Amazon, Flipkart, Jabong, Snapdeal, Myntra etc, for all our sub-brands. We have our own shopping portals as well: www.dollarshoppe.in and www.forcenxt.com,” he adds.
Focus on exports, new pop-ups
One of the main focuses of the brand is retail branding, “as a lot of customers like to purchase on the basis of ‘Touch & Feel’, therefore, while the online market places are convenient for customers most customers come from our retail points,” adds Gupta. The brand in future plans to expand exports besides introducing pop up stores for better market penetration that allows the brand to increase overall presence, visibility and reach.