Inner wear brand VIP Clothing expands garment offering, plans omni-channel expansion
Inner wear brand VIP Clothing plans to focus on men’s and women’s comfort wear and athleisure for growth as it expands its garment offering. The brand plans to launch a new product portfolio in the com months which focuses on clothing and includes active wear and leisure wear.
The brand’s new products will launch both online and in stores, VIP Clothing’s chairman and managing director Sunil Pathare told ET Retail. However, due to the swift growth of its e-commerce channel, VIP Clothing aims to capitalise on this and launch some clothing as online exclusives.
VIP Clothing expects its online sales to increase to between 5% and 7% of its total sales by the end of the 2023 financial year. Steps the brand is taking to boost its online performance include pushing marketing and hiring employees with experience in the sector.
VIP Clothing recently forayed into children’s wear, which it plans to continue to expand. As well as its brand VIP, the business also markets products under the labels Frenchie, Leader, Feelings, and Brat among others.
The brand also plans to continue to expand its brick-and-mortar stores across India. In the coming three years, VIP Clothing plans to cross the 100 store mark in Tier 2 and 3 cities. Stores will open with both a franchise and an exclusive brand model.
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