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Brand Studio Lifestyle – a leading Indian brand – has sustainably grown in a bootstrapped manner over the last decade, experiencing an eventful journey that has brought out the best in its team and shaped the collective vision of all its Co-founders. Beginning with retailing on leading fashion marketplaces and gaining a leadership position in the market, the company has further diversified into D2C (direct-to-consumer) and is now also focusing on offline expansion with exclusive stores. The aim is to grow the existing 15 stores to 100 by the end of FY ’25.
Core focus on youth and making fashion accessible
The core thesis of Brand Studio’s various brands has always been to offer fashion to the widest audience possible. The youth in India, especially Gen Z, make up a significant portion of the consuming population with global aspirations. The company has built its business with this core audience in mind and will continue to focus on them.
Locomotive is a premium men’s casual brand, while Highlander offers T-shirts starting at Rs.399, going up to Rs. 899, shirts ranging from Rs. 599 to Rs. 999 and jeans, cargos and trousers starting at an affordable Rs. 649, going up to Rs. 1399. Tokyo Talkies, with its extensive category range, has prices varying from Rs. 299 to Rs. 1499. Vishudh (womenswear) delivers every day and occasion fashion. In the ethnicwear category, occasion fashion starts at Rs. 1999 and goes up to Rs. 9999, while daily fashion ranges from Rs. 499 to Rs. 1999.
“We have always focused on delivering products at affordable price points. This has been achieved without compromising on the quality of raw materials and manufacturing, thanks to our combined sourcing and manufacturing expertise,” said Shyam S. Prasad, CEO of the company.
Orders are ready to ship within four hours of receipt, which meets best-in-class standards. The company employs automated real-time warehouse management and order management systems that can locate any product in the warehouse in under five minutes.
Thrust on Tier-2 and Tier-3 cities
The company is on track to open 100 stores by FY ’25 through its franchisee partners and has identified great potential for fast fashion in Tier-2 and Tier-3 cities due to the lack of availability of trending fashion brands at the right prices in these markets. “Highlander brand stores in towns like Rajkot, Anand and Nadiad in Gujarat have seen a very encouraging response, with high fashion products being the top sellers. This gives us confidence that Tier-2 and Tier-3 cities are ready for our brands. Furthermore, our D2C business is demonstrating that over 40 per cent of our sales come from Tier-3 towns,” said Shyam.
| By establishing a sourcing office in Bangladesh with its own sourcing and quality control teams, the company has been able to maintain strong visibility into production. As our business grows, volumes will increase from Bangladesh as well. We are also evaluating other categories to source. |
Sourcing strategies
With over 400 supply chain partners and a global sourcing network, 80 per cent of the vendor base is based in India. The company has a unique entrepreneur-led manufacturing model where it grooms, nurtures and supports technocrats in setting up small manufacturing units to manufacture exclusively for Brand Studio. This initiative is fostering a new generation of apparel manufacturing entrepreneurs. “We have a test, try and scale model where we launch each collection with minimum depth. Based on real-time performance data, we bet higher on winning styles and phase out slow movers. Our depths can range from 500 to 5,000 units per style,” informed Shyam. About 20 per cent of the company’s annual volume is sourced from Bangladesh. The core products sourced from Bangladesh are winterwear such as jackets and sweatshirts. Shyam firmly believes that the quality of products made in Bangladesh is world-class, as it is a manufacturing hub for top brands across the globe. “We are able to globally source a variety of raw materials for manufacturing garments in Bangladesh. Pricing, quality and delivery are the main advantages of sourcing from Bangladesh,” he shared.
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