Having made an impact in most metros and key markets across India, Being Human now plans to expand in Tier II, III markets. The brand plans to tap new regions such as the Northeast, known for its fashion driven consumers. “Apart from this region, we will also be opening stores in Bhubaneshwar, Srinagar, Vapi, Nagpur, Hyderabad, Delhi, Guwahati, Noida, etc, in 2018,” says Kunal Mehta, Vice President-Marketing and Business Development.
Global retail presence
Being Human Clothing has its footprint in over 15 countries with over 600 point-of-sale. “We currently have 79 EBO’s worldwide and are available at leading large format store such as Shoppers Stop, Lifestyle, Central amongst others,” states Mehta. “Our current denim portfolio includes jeans and shirts, both for men and women,” he adds.
Mehta points out Indian consumers are increasingly accepting denim as core apparel that can be worn as an everyday casual garment. “The Indian denim market is evolving at a fast pace with the introduction of more styles, colors and diverse trends in its offerings. One of the key growth triggers of denim is its versatility,” notes Mehta. “Increased demand for stretch and light weight fabric, varying colours, styling and detailing is also fuelling demand,” he adds.
Strong online presence growing strength
“The rise of e-commerce has led to some phenomenal changes in the retail segment,” notes Mehta. “It has opened up avenues for retailers to reach out to consumers in markets they do not have a physical presence,” he adds. Mehta informs the brand launched its online store in August 2018, “so far, we have seen promising results on the new channel.” The brand has a strong online presence across all leading apparel websites including: Myntra, Jabong, Koovs, etc.