Selected Homme has established itself as a premium menswear brand synonymous with elegance, quality, and sustainability. With a focus on innovation and customer experience, the brand has been evolving to meet the changing needs and tastes of modern gentlemen. In this interview, we sit down with CEO & Country Head of Bestseller India, Vineet Gautam, to discuss the journey of Selected Homme, the brand's investments in retail technology, its product expansion plans, and the upcoming season's collection. From retail mapping to customer demographics and brand philosophy, Gautam shares his insights on the world of menswear and the future of fashion. So, let’s dive into the conversation and learn more about Selected Homme’s plans for the future.

 Vineet Gautam, CEO & Country Head of Bestseller India

Brand & its Personality

Selected Homme has been a touch of class for the menswear category and it’s a complete lifestyle brand today. What’s been the learning in this journey? And, what’s next?

Selected Homme is a premium menswear brand, with a strong focus on premium quality, fit and sustainability. It epitomizes good taste in every shape and form within modern menswear, from the laid-back casual guy to the classic and formal gentleman. We’re constantly evolving on being responsibly crafted to better reflect what we stand for. Using more sustainable materials comes naturally as we develop and deliver our carefully curated collections, where craftsmanship is at the core of all we do. As a result, sustainability has evolved into one of our key values, and we've vowed to make every collection as environmentally friendly as we can, emphasizing the duty we bear for future generations.

Consumers want faster trends. How has your brand adopted to the new changing dynamics of the fashion industry?

The space where Selected Homme operates in is indeed very exciting. Selected offers a good mix of classic fashion staples and in-trend fashion styles. A focused customer approach, strong market focus, adaptation of new technology and data, a sustainable approach to product development and having a pulse on the fashion scene are some of the ways in which we have managed to stay ahead of the curve.

Would you call yourself as an aspirational brand for your consumer? Tell us in detail about your TG? How have your customers evolved?

At Selected Homme, we pride ourselves on being a brand that resonates with our consumers' aspirations and values. Our target audience comprises discerning gentlemen who appreciate high-quality craftsmanship, refined aesthetics, and timeless style – most of our audience is between 25-40 years of age.

Our customers have evolved over the years, but what has remained consistent is their appreciation for quality, attention to detail, and the desire to make a statement with their attire. They are confident, well-travelled, and successful professionals who understand the value of investing in well-crafted pieces that elevate their appearance and make them feel their best. Their tastes are constantly evolving, while staying consistent with their requirement for excellence, sophistication, and innovation. We are committed to creating pieces that not only meet but exceed our customers' expectations, and we look forward to continuing to serve as an aspirational brand for the modern gentleman.

Tell us about your investments in terms of innovation for future business.

Retail technology concepts like Artificial Intelligence (AI), Virtual Reality (VR) and Augmented Reality (AR) have been gaining a lot of prominence in recent times and at Selected Homme, we have been working towards adopting a smooth ‘phygital’ retail model which incorporates various technology concepts. Virtual catalogues, AI enabled Smart Mirrors and convergence of offline and online channels ensures a smooth shopping experience for our consumers. In the post lockdown period, as contactless shopping became more popular, these concepts also helped the consumer to virtually browse through various products, minimize contact and give them an opportunity to choose their preferred mode of shopping.

Technology is changing the very face of the Indian Fashion Industry. How has your brand evolved on this term?

Technology is a vital tool that will improve the fashion industry in all its facets. As a brand, we have always embraced technology and continuously use it to enhance our business processes, product development, and customer experiences. Furthermore, we have taken considerable steps to improve our entire omni-channel setup and experience. It helps us to create pathways between the online and offline world, the use of data enables personalized experience, integrating inventory and supply chain systems brings in more efficiency and cost optimization. Beyond this, we constantly keep a tab on the ever-changing trends via AI powered trend forecasters to ensure Selected Homme is always ahead of the curve. 

Product & its strength Tell us about the key product categories and the bestsellers. What are your average price points? Selected Homme’s clothing categories include a complete range of suits, blazers, formal and casual shirts, tshirts, knitwear trousers, denim, chinos and accessories such as ties and pocket squares as well as. We also offer formal and casual shoes, boots and sneakers to go with any outfit.   What are your future product expansion plans? Do you wish to expand more categories? We are constantly looking for ways to broaden our product selection and cater to the changing demands and tastes of our customers. Our product growth strategy is concentrated on two main pillars: Innovation & sustainability.  We are thoroughly committed to sustainability and while we are nearly 80% sustainable, we intend to incorporate more sustainable materials and practices into our manufacturing & distribution process.

Collections, Style & Trends  

What’s new with the brand collection for the upcoming season?

Our Spring Summer '23 collection includes new colors, prints, and textures that represent the newest trends and seasonal themes, as well as revised designs, materials, and styles that adapt to the changing demands and tastes of our customers

Is your latest collection inspired by any theme? Please explain.

Powered with three distinct philosophies - Identity, Indigo & Heritage, the brand offers superior styles for the evolved customer with impeccable sense of taste & quality. The collection appeals to fashion conscious men who have a keen sense of their personal style. Inspired by the original values of tailoring, the Identity line provides a sophisticated yet modern approach to stylish menswear where attention to detail and fitting is visible in every garment. A lasting impression of class and elegance is conveyed leaving behind a polished and refined look. Created around the color Indigo and authentic Jeanswear, this contemporary line includes a selection of items, besides denim, that convey an edgy yet controlled style with a cool and tough attitude. A laid back and easygoing theme sets the tone for this Heritage line where refined, yet casual garments are made. Inspiration from vintage menswear is visible using rugged and subtle designs, which convey a relaxed and contemporary look.

What kind of product innovation has taken place in your line for the season ahead in terms of style and cuts? What’s your color palette for the season?

Our primary focus is on Linen, a key trend that has been going strong which fuses ease with contemporary elegance. The color palette for this season is composed of serene and subtle shades like Olive, Cloud Dancer, White, Sky Captain, Oatmeal, and Baked Clay. 

Retail Mapping  

Tell us about your key markets. Mention their names and define their retail spread.

Our key markets are currently in the South and West, primarily in cities such as Mumbai, Ahmedabad, and Hyderabad, followed by smaller cities such as Indore, Raipur, Chhattisgarh, and Madhya Pradesh, where we have a strong presence with our local partners.

How important are regional markets for your brand? Do you plan something differently in accordance with its taste?

Regions like Raipur, Chhattisgarh, Indore and Lucknow have shown a promising demand for a Menswear fashion and we’re planning on expanding our presence in other regional markets as well over the next 2-3 years. The next wave of growth in the fashion retail segment is definitely coming from the regional markets.

How many retail points do you have currently?

How well have you scored online? How has this changed the business for you? What are your future retail expansion plans?

SELECTED is retailed on our own e-commerce website selectedhomme.in and is available across all leading fashion e-commerce marketplaces. Post pandemic, online retail has seen a jump and we definitely see the trend continuing. SELECTED HOMME currently has 40 shop fronts spread across 14, 3992 sq.ft in the country covering more than 20 cities. We are looking forward to expanding in markets like Delhi, Pune and Kolkata, with a constant focus on all Tier II and Tier III markets.

In conclusion, Selected Homme has come a long way in establishing itself as a premium menswear brand synonymous with elegance, quality, and sustainability. The brand's focus on innovation and customer experience has contributed to its success and continued growth. With investments in retail technology and a commitment to sustainability, Selected Homme is evolving to meet the changing needs and tastes of modern gentlemen. CEO & Country Head of Bestseller India, Vineet Gautam, shared his insights on the journey of Selected Homme, its product expansion plans, and the upcoming season's collection. Gautam's vision for the future of the brand is a promising one, with a constant focus on all Tier II and Tier III markets. The upcoming Spring Summer '23 collection promises to be one of the most innovative and sustainable yet, with a focus on linen and a color palette of serene and subtle shades. Selected Homme is a brand to watch for all fashion-conscious men who value quality craftsmanship, refined aesthetics, and timeless style.