New e-commerce regulations will not have any negative impact on Breakbounce sales, says Sanjeev Mukhija
today Feb 8, 2019
Bangalore-based streetwear fashion brand Breakbounce is looking to strengthen its online and offline channels for growth in the Indian market. The brand plans to leverage its partnership with major e-commerce players and local channel partners to reach out to consumers at various touchpoints. The digital-first brand, which has a strong online presence, doesn’t see the new e-commerce regulations having any negative impact on sales.
In an exclusive interview with Fashionnetwork.com, founder of Breakbounce Sanjeev Mukhija spoke about the journey of the brand, challenges, future plans, and expansion.
FashionNetwork.com: Breakbounce has completed almost seven years in India. How has the journey been so far and what is the kind of growth the brand has witnessed over the years?
Sanjeev Mukhija: Breakbounce Streetwear was founded in the year 2012 to lend an exclusive and holistic global fast fashion retail experience to the Indian Youth. We have established ourselves as the foremost authentic streetwear brand in India that provides up to the minute-fashion, topped with the finest quality at a great value to its community, through the widest network of online & offline channels. Breakbounce Streetwear is for the constantly evolving New Gen, who always love to be a “work-in-progress”. Being the first & only authentic streetwear brand, we have seen a very receptive consumer acceptance for our quality and price positioning.
FNW: Is it challenging to continuously reinvent the brand amidst changing market scenario and rising competition from national, international brands? What is the company strategy for the same?
SM: If one delivers a quality product which is styled and finished to the target consumer’s expectation, they will grow. There is always enough room for every brand to fight for their share of the business. We have edgy products which give us a definitive distinction and our consumers have us as their preference, especially in our shorts/chinos/cargos, therefore where we have mastered the game.
FNW: India's revised e-commerce rules are causing widespread disruption with sales slowing down across platforms. How do you see the new rules and will it have any impact on Breakbounce as you have a strong online presence?
SM: We are a digital-first brand, but we are equally strong in brick & mortar. Regarding new rules coming in, it is too early to predict. However, we feel the new regulations will not have any negative impact.
FNW: What is the offline expansion plan for the brand if any? What is the company’s strategy for tier II and tier III markets? Any plans to go international?
SM: Over the past few years, internet penetration has changed the preference of rural consumers. Influenced by aspirational content on social media, they are more fashion conscious today than ever before. A majority of these consumers travel to the nearest town or city to shop for the latest styles. We plan to leverage our partnership with major e-commerce players and local channel partners to reach out to these consumers at various touchpoints. We serve a sizeable percentage of the rural population through our presence on Myntra, Flipkart, Jabong, Amazon.in. Especially during the festive season sales, quite a few orders are placed by shoppers from Tier II and Tier III cities and beyond. Thus, we are present across channels.
FNW: Celebrities are launching their own labels especially in athleisure and streetwear. Do you see these brands as competition? Also, do you have any plans to get in a celebrity or partner to endorse the brand to further popularize it in the Indian market?
SM: Every brand has its own unique approach to fashion. We do not believe in stereotypes. For us our brand and product are the heroes, currently, we don’t have any plan to align with a celebrity.
FNW: Any plans for expansion of product portfolio? Do you plan on diversifying the brand and entering new segments?
SM: Fashion is a dynamic field, it changes in day to day basis depending upon the taste and preferences of people. So the market of fashion is never stagnant. It depends upon the market and the demands. Keep following us and you will see new things.
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