BANGALORE: It’s not just about clothes anymore. It’s about style, about that perfect and complete wardrobe. International and domestic apparel brands are re-arranging their shelves to make space for non-apparel range — be it shoes, eyewear, hand bags or fragrances. Looking to increase their visibility, brands like Nike, Dockers San Francisco, United Colours of Benetton and Spykar are bringing in their complete lifestyle solutions.
In an attempt to reposition itself as a lifestyle brand, Dockers is looking at rolling out eyewear, fragrances and watches in India, apart from belts, wallets and luxury luggage range to be launched by the month end.
Dockers is also evaluating a golf based product line. “We want to be a one stop shop for consumers as the young and busy executives prefer to shop in one environment,” says Dockers India head Himansshu Bhardwaj.
Benetton is now looking to get into eyewear and footwear segment. The eyewear range is expected to be rolled out next year. “Benetton offers complete wardrobe solutions. For us, accessories are an integral part of the brand and we already have hand bags, belts and travel bags.
We recently launched perfumes in India and will be bringing out sun glasses with the spring/summer collection in 2008. Footwear is also on the horizon,” says Benetton India MD Sanjeev Mohanty. Available in India for the last three years, Benetton accessories account for 10% of its turnover here, and is expected to go up to 17% in the next two years.
Among the domestic brands, Spykar Lifestyle, too, is expanding its non-apparel offering. “We are expanding our range of accessories, which is currently 8% of our sales. Accessories provide greater visibility to the brand apart from higher margins,” says Spykar Jeans director (marketing) Sanjay Vakharia.
It plans to roll out a chain of kiosks in the high footfall areas for accessories. It is in talks with Archies for selling junk jewellery. Apart from accessories, Spykar is launching travel gear, innerwear for men and deodorants soon. It has already unveiled its eyewear and footwear range.
Similarly, the world’s largest sportswear brands Nike is looking at launching sports eyewear by year end. It is also mulling kidswear and a golf product line. “Everything that a sportsperson would want — that is what we are looking to provide. That would include eyewear and watches,” says Nike India marketing director Spykar Jeans.
Source:http://economictimes.indiatimes.com...on_as_lifestyle_brand/articleshow/2124390.cms
In an attempt to reposition itself as a lifestyle brand, Dockers is looking at rolling out eyewear, fragrances and watches in India, apart from belts, wallets and luxury luggage range to be launched by the month end.
Dockers is also evaluating a golf based product line. “We want to be a one stop shop for consumers as the young and busy executives prefer to shop in one environment,” says Dockers India head Himansshu Bhardwaj.
Benetton is now looking to get into eyewear and footwear segment. The eyewear range is expected to be rolled out next year. “Benetton offers complete wardrobe solutions. For us, accessories are an integral part of the brand and we already have hand bags, belts and travel bags.
We recently launched perfumes in India and will be bringing out sun glasses with the spring/summer collection in 2008. Footwear is also on the horizon,” says Benetton India MD Sanjeev Mohanty. Available in India for the last three years, Benetton accessories account for 10% of its turnover here, and is expected to go up to 17% in the next two years.
Among the domestic brands, Spykar Lifestyle, too, is expanding its non-apparel offering. “We are expanding our range of accessories, which is currently 8% of our sales. Accessories provide greater visibility to the brand apart from higher margins,” says Spykar Jeans director (marketing) Sanjay Vakharia.
It plans to roll out a chain of kiosks in the high footfall areas for accessories. It is in talks with Archies for selling junk jewellery. Apart from accessories, Spykar is launching travel gear, innerwear for men and deodorants soon. It has already unveiled its eyewear and footwear range.
Similarly, the world’s largest sportswear brands Nike is looking at launching sports eyewear by year end. It is also mulling kidswear and a golf product line. “Everything that a sportsperson would want — that is what we are looking to provide. That would include eyewear and watches,” says Nike India marketing director Spykar Jeans.
Source:http://economictimes.indiatimes.com...on_as_lifestyle_brand/articleshow/2124390.cms