In its new campaign Numero Uno brings together young unapologetic consumers, who dare to be aspirational, fashion-conscious and fearless. These youngsters are rebellious, expressive and courageous. The campaign pushes these young lionhearted souls to challenge their angst and admire their individuality.
Along with this campaign Numero Uno has also launched a zero gravity and Boro inspired collection. “Our zero gravity range includes breezy light denims and shirts that keep you light and comfortable all day long. The Boro collection is inspired from a Japanese art form and involves articulate patch work that looks sleek and trendy,” notes Asha Esther Jaikishan, Marketing Head.
Fusing international trends with accessible pricing
Incorporated in 1987 by Hi Fashion Clothing Co, Numero Uno, one of India’s first indigenously manufactured denim labels, has over the years, transformed into a dynamic and perceptive label for the youth. “We fuse international trends, innovative fabrics, washes and treatments with accessible pricing,” adds Jaikishan.
Numero Uno’s philosophy has always been to provide highest quality products to its customers. “Positioned as a casual and comfort wear brand, we emphasise on product quality, good fit and designs that appeal to the fashion conscious middle-class young generation,” states Jaikishan. Recognised as a fashionable wardrobe brand, Numero Uno has won many coveted awards. Some of these are: ‘Excellence in Retail Performance in 2006’ Award, ‘Brand of the Year’ Award for men’s casual wear and women’s western wear in 2008 and ‘Most Promising Brand of 2010 Award.’
Changing apparel preferences alters industry size
Numero Uno targets upwardly mobile young, aspirational, fashion conscious consumers who have an access to technology and a propensity to spend on lifestyle. “We intend to add more college students and young entrepreneurs to our extended NU family as they need to stay abreast with fashion and desires of the growing young Indian population,” Jaikishan explains.
Indian apparel is slowly aligning itself to more refined and globally ‘on-trend’ fashion. Changing demographics and psychographic profile of the Indian consumers is being supported by the apparel market moving away from tailor-made to readymade clothing. Shopping habits of Indian consumers are also evolving, feels Jaikishan adding “we at Numero Uno aim to be at par with global giants by 2020, in terms of design & quality.” Constantly innovating, the brand offers 150 options of basic styles and 400 options of fashion styles for both men and women. The product range includes denims, trousers, shirts, T-shirts, jackets, sweatshirts, sweaters, footwear &accessories.
New footwear collection on the anvil
Numero Uno recently re-launched men’s footwear category and expects to launch women’s footwear by next year. The brand offers two collections a year: Spring/ Summer and Fall/Winter. It believes fast fashion is temporary and works only for a limited period of time. As Jaikishan says, “It is bought mostly by young consumers who have a deep desire to look stylish and appear trendy.”
Jaikishan points out, omni-channel retail is beneficial for large brands that know how to manage these channels well. “It is the key to survive. Those that seamlessly integrate the best of both digital and physical worlds are likely to enjoy significant advantage over retailers that try to pursue.” she adds. The brand’s comprehensive distribution approach includes Company Owned Company Operated (COCO), Franchisee operated Exclusive Brand Outlets (FOFOs), Multi Brand Outlets (MBOs), Large Format Stores (LFS), Hypermarkets and multiple e-commerce platforms.