Feedback
A pioneer B2B media and publication platform connecting with Fashion Brands & Retail in India

O Girl to continue its strong focus on ethnic wear

O Girl to continueAs the name clearly suggests O Girl is a girls’ brand backed by Smile Apparel. The brand focuses on ethnic clothes which includes churidar, patiala, punjabi suits etc. And as Narayan Bhanushali, Director, O Girl says, these are not run of the mill products. Every aspect of clothing is given special attention whether it is fabric, embroidery, colours, designs or themes.


Focus on detail

The brand uses silk and jacquards fabrics a lot. “Embroidery and hand work are our forte. Colour collection is a mix of soft and loud tones. The range of colours is vast since the category we deal in belongs to kids. Colours and designs matter a lot in kids clothing and we try our best to ensure they are plenty in our range. Comfort is another essential component. A lot of detailing goes into our product.”


O Girl makes 15,000 pieces per month. All the production is done in house. The designs are also created in-house. This gives an advantage in terms of pricing and quality. “We are cost effective and quality oriented in every respect. Our brand makes a value for money products. And that’s why we have survived for the last 20 years. Survival is not easy in this competitive world if you don’t know how to maintain a balance in product quality and pricing. The products are in the range Rs 1,000 to Rs 2,000. The age group is 2 to 13 years.”O Girl to continue its strong focus on ethnic wear


The brand’s USP is durability as he explains, “It is a perception that ethnic wear is a ‘one time use’ product but our clothes are given a treatment so they do not lose sheen and can be used for a long time and this is our USP.” He goes on to add competition does not bother them as over the years they have a strong hold on the market.


Retail Footprint
Narayan discloses their retail strategy, “We deal with distributers and agents directly. We Mumbai-based and have a strong presence in the Southern region. We have a presence in 10 states through MBOs. We only do offline business.”


As for the future plans, they hope to grow exponentially and keep adding new categories in the same product line.

LATEST TOP NEWS
  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10

Pepe Jeans makes a mark with jeans customisation

Pepe Jeans makes a mark with jeans customisation

First to introduce the denim customisation service in India in October 2015, the Pepe Jeans Custom Studio service enables customers to customise their denim in a few easy steps. Widely... Read more

Changing buying habits of New Age men influence brand’s marketing initiatives

Changing buying habits of New Age men influence brand’s marketing initiatives

It was in 1992, that Raymond Apparel released its iconic ad campaign – The Complete Man which brought men’s fashion out of its closet. The campaign portrayed the emergence of... Read more

TT Ltd plans to expand in Central and Western India

TT Ltd plans to expand in Central and Western India

Focusing more on casual wear range such as bottoms and T-shirts, TT Ltd continuously upgrades its products to cater to the growing demands of its consumers. “We use mélange, off... Read more

National Garment Fair, India’s biggest garment fair is on in Mumbai till July 19

National Garment Fair, India’s biggest garment fair is on in Mumbai till July 19

The National Garment Fair organized by the Clothing Manufacturers Association of India (CMAI) was inaugurated by chief guest Kishore Biyani, Group CEO – Future Group at Bombay Exhibition Centre, NSE... Read more

Cool Colors expects 40 per cent growth in business this festive season

Cool Colors expects 40 per cent growth in business this festive season

Cool Colors’ new collection of blazers and T-shirts under ‘The Global Traveller Campaign’ includes prints and patterns along with a range of classic designs like prints, checks and plains. The... Read more

Dollar Missy aims at inorganic growth through M&A

Dollar Missy aims at inorganic growth through M&A

"Women’s brand Missy offers capris, kurtas, pants and leggings in trendy designs and textures that gives it a completely new look. “We have raised our bar from routine black and... Read more

Arrow unveils revamped store at High Street Phoenix

Arrow unveils revamped store at High Street Phoenix

Arvind Fashions subsidiary of Arvind Ltd, India’s largest integrated textile player recently launched stores of marquee retailers Gap and The Children’s Place. Arvind is one of the largest producers of... Read more

Ashapura Intimates on a strong footing for positive growth ahead

Ashapura Intimates on a strong footing for positive growth ahead

Ashapura Intimates Fashion (AIFL) sales increased 84 per cent to Rs 141 crore while operating profit jumped 73 per cent year-on-year in Q4 2018. Consolidated topline recorded Rs 344 crore,... Read more

Technology and its slated expanse for apparel value chain

Technology and its slated expanse for apparel value chain

Apparel value chain comprises of downstream functions (retailing) managed in advanced economies and upstream functions (manufacturing) managed by least developed economies. Given the small and medium enterprise status of apparel... Read more

Anita Dongre: Setting high standards for Indian fashion globally

Anita Dongre: Setting high standards for Indian fashion globally

Anita Dongre is well known for breaking gender prejudices and stereotypes in Indian fashion industry. She disrupted traditional Indian fashion language to create wearable yet hip apparel. Sunil Sethi, President,... Read more

MOST POPULAR NEWS
Go to top