Status Quo recently launched the Surf Casuals collection for summer lovers and a special Black collection for the Night Riders. “We have also done an exclusive collection for Game of Thrones besides launching the official Kolkata Knight Riders’ (KKR) collection,” notes Bobby Arora, Director of the brand.
Complete wardrobe solutions by 2020
Incepted in 1998 with an aim to create a whole range of impressive and vibrant apparels for the youth, Status Quo plans to offer complete wardrobe solutions by 2020. The brand, well known amongst self-assured youngsters, “helps them to stand apart from the crowd,” Arora explains.
Having an installed capacity of 2.5 million pieces per annum, Status Quo currently manufactures shirts, waist coats, shrugs, blazers, T-shirts, shorts, joggers, trousers, denims, sweat shirts, sweaters and jackets. It targets consumers in the age group of 16 to 35 years. “We plan to add Status Quo Junior range in our Autumn/Winter 2019 collection this year with the same product lines,” states Arora.
A modernistic touch to the classic designs
Status Quo is also the official licensee for Game Of Thrones, Kolkata Knight Riders, Minions, Emoji, Garfield, and Archie. “Every year, we launch two collections per season: Spring/Summer and Autumn/Winter. These are based on the themes of travel, music, animal love, etc. Our current collection comprise of Sports, Camouflage, Game of Thrones, Minions, and Kolkata Knight Riders lifestyle collection,” adds Arora.
Classic styling with continuous innovation gives Status Quo an added advantage over others. The latest collection includes glow at night T-shirts and an exclusive collection that can be worn two-way and four-ways. “In our Spring Summer 2019 collection, we have merged street wear with high fashion. This encourages us to escape the traps of modernisation yet remain connected with it. We have also used fresh colors like reflex blue, tulip pink, mint green and pastel tones like orange, yellow and aqua, etc. In terms of fittings, regular & slim fits are popular,” he adds.
Continuous innovation makes business interesting
The ratio of fashion to basic knits in Status Quo’s collection is 70:30. “Adding a touch of fashion to our collection along with continuous innovation in the knit category has made our business more interesting,” adds Arora. In basic knits, the brand generally uses fabrics like cotton jersey, cotton Lycra, pique and cotton interlock. “In fashion knits, the fabrics used include: grindle, scuba, Tencel and Modal pique and jersey knit. Mercerised T-shirts are also in trend nowadays and people enjoying wearing these products,” notes Arora. The brand uses value added fibers like Lycra, Tencel and Modal in 25 to 30 per cent of its collection.
Planning an omnichannel expansion
Status Quo is available through over 1,400 MBOs across the country and has a presence across all large format stores like Shoppers Stop, Lifestyle, Lulu and Central with 160 touch points. “We plan to expand our reach to over 2,000 stores in the country,” notes Arora. The brand also retails through Amazon, Flipkart, Myntra, Jabong, Snapdeal, Tata Cliq, Fynd,Limeroad, Paytmand and www.statusquo.in. “We have 70 Shop in shops and plan to expand this number to 120 by the end of this year. We will also open 7 EBO’s in 2019-20. We are exploring the markets of Bihar, Uttarakhand, Kerala, Himachal Pradesh and Jammu & Kashmir in India,” he adds. The brand has been steadily growing at a CAGR of 26 per cent for past five years and its current expansion will enable it to continue on this growth trajectory.
Last year, Status Quo won the CMAI’S SME award for ‘Most Admired Men’s Wear Brand’ of the year 2017. This year, it has been awarded India’s No. 1 Brand Award 2018 in the Best Fashion Brand Category By The International Brand Consulting Corporation USA.