The overwhelming response to Stori Fashion’s S/S ’19 collection has spurred growth plans for brand Stori. The brand now plans to scale new heights by roping in a Bollywoood celebrity as its brand ambassador. “We plan to spend around Rs 15 crore towards marketing and advertisement in 2019. Our media plan also includes featuring our brand in popular channels and theatres across India,” notes Manoj Bhaiya, Managing Director of the brand.
Trendy merged floral prints, dense checks for S/S ’19
This nature-inspired stimulating SS 19 collection of Stori Fashions reflects the different tones of summer inspired by the depths of the sea. “We have innovated on stretchability factor in various categories including shirts, trousers and blazers,” says Manoj Bhaiya, Managing Director of the brand.
The S/S ’19collection reflects latest trends. “Our consumer insight evaluates the commercial value of each of these trends. Today, merged floral prints and dense checks rule in the men’s shirt’s market. Our washed casual blazers and T-shirts have already become trendsetters in the India’s ready to wear market. Our collections are created with a lot of hard work and dedication. An immense amount of research goes into the creation,” he adds. Apart from blazers and T-shirts, Stori will also launch a wide range of accessories. “We have also introduced knitted joggers, shorts and track pants this season which will reach the shelves this month,” Bhaiya says.
Catering to men’s classic formal wear, Stori offers formal and club wear shirts, and formal and cotton trousers. “Brand Stori contributes 40 per cent to the company’s revenue. It offers formal and club wear shirts and formal and cotton trousers. Another range Red Flame shares the largest pie of our sales at 60 per cent. It offers men’s casual wear including shirts, trousers, T-shirts, blazers, shorts, track pants, etc. The Dagerrfly range, launched three seasons ago, offers finest denim for men. This range is growing at an astonishing speed and we expect it to contribute around Rs 25 crore to our sales in the next financial year. The price range for Stori and Redflame starts at 795, while Dagerrfly starts at 1,299,” informs Bhaiya.
Distributors play a vital role in the success of the brands. “Our distribution network gives us an advantage over competitors,” Bhaiya avers. The brand is present in over 5,200 MBOs across the country and plans to add 500 more MBOs in 2019. “We opened 20 EBOs last year, and plan to add another 25 EBOs by March 2020. Our aim is to set up 100 EBOs by 2022,” adds Bhaiya.
Strong future plans
A new addition to the brand’s marketing strategy is its online retail. “We recently went online with over 350 styles and the response has been overwhelming and inspiring,” notes Bhaiya. “It is a fast paced world with market inundated by competition and innovation. There is no shortcut to attaining brand loyalty besides sticking to your principles, focus on competence and constant innovation. We continue to thread on the growth path and achieve a turnover of Rs 500 crore in the next three years,” he signs off.