ROOKIES MEN'S CASUAL WEAR FASHION TRENDS AFFORDABLE PRICES DESIGN CAPABILITIES ASPIRATIONAL BRAND YOUTH-CENTRIC INNOVATION SUSTAINABILITY INITIATIVES FASHION-FORWARD LATEST TRENDS VALUE FOR MONEY NATIONAL
MUMBAI, MAHARASHTRA, INDIA
By IFAB MEDIA - NEWS BUREAU - July 7, 2023 | 117 6 minutes read
Key Points of the interview with G Satyanarayan, Head of Sales and Business at Rookies:
-Rookies has created a niche in the men's casual wear market by understanding the pulse and dynamics of the Indian domestic market.
- The brand stands tall among national and international brands, offering the latest fashion trends at affordable prices.
- Rookies consistently delivers innovative designs and sets new fashion trends ahead of its competitors.
- The design capabilities of Rookies are driven by an international team that stays one step ahead in delivering the latest fashion trends.
- Rookies aspires to be an aspirational brand for consumers, with a target audience primarily comprising youth-centric individuals.
- The brand focuses on providing the latest trends, fits, and designs to consumers, making innovation a key driver of its growth.
- Rookies plans to introduce new categories, trends, and ideas to give consumers a fresh experience every season.
- While Rookies supports green initiatives, there is acknowledgment that more progress can be made in terms of sustainability.
- The key product categories of Rookies include denim, shirts, cargoes, t-shirts, jackets, and shorts, with a mid-premium pricing strategy.
- Rookies plans to expand into athleisure and create more fashion categories based on market demand.
- The upcoming season will feature a new collection of pure linen casual wear, including pull-ons, shirts, cargoes, kurtas, and hoodies.
- Rookies has a strong presence in North, Upper North, Western India, Andhra Pradesh, Bihar, and Jharkhand through multi-brand stores and regional large format retailers.
- Regional markets are important for Rookies, and the brand tailors its product range to suit local tastes and preferences.
- Rookies has a significant online presence and sees huge potential in the online platform.
- The brand plans to open 25 new exclusive brand outlets (EBOs) within the year through franchisees.
- While Rookies currently focuses on the domestic market, it remains open to international opportunities.
- Rookies aims to nearly double its turnover in the next two years, reflecting its growth ambitions and commitment to excellence in the fashion industry.
In an exclusive interview with G Satyanarayan (Satya), Head-Sales and Business at Rookies (Finesse Fashion Pvt. Ltd.), we delve into the world of men's casual wear and gain invaluable insights into the brand's exceptional performance in this segment. Rookies has carved a unique space for itself amidst fierce competition from national and international brands by truly understanding the pulse and dynamics of the Indian domestic market. With an unwavering commitment to providing the latest trends at affordable prices, Rookies has not only captured the attention of fashion-forward individuals but also filled the void for young fashion enthusiasts.
Through our interview, Satya sheds light on various aspects of Rookies' success, including their design capabilities, target audience, sustainability initiatives, and plans for future expansion. Rookies has consistently stayed ahead of the curve by offering fashion trends before other brands even contemplate them, thanks to their team's international exposure and expertise. The brand takes pride in being an aspirational choice for consumers, ensuring that their products carry a sense of aspiration that customers can wear and flaunt with pride. The target audience for Rookies is predominantly the youth-centric market, evolving along with their customers' changing preferences over the years.
Satya emphasizes on brand's eye on innovation as he says, " innovation is at the core of Rookies' philosophy, enabling them to deliver the latest trends, fits, and designs to their customers. The brand's future plans revolve around introducing new categories, trends, and ideas to provide a fresh and exciting experience for consumers with each passing season."
Sustainability is a key consideration for Rookies, and while they have taken some initiatives, they acknowledge that there is still progress to be made.
Product Strength
Rookies' product strength lies in their denim category, which is a major driver for the brand. Additionally, they excel in shirts, cargoes, t-shirts, jackets, and shorts, ensuring a well-rounded collection for their customers. With an average price point in the mid-premium segment, Rookies offers value for money and customer satisfaction.
Looking ahead, Rookies aims to expand its product range by venturing into athleisure and other fashion categories as per market demand. The upcoming season introduces a new collection featuring pure linen casual wear, including pull-ons, shirts, cargoes, kurtas, and hoodies, showcasing the brand's dedication to offering fresh and exciting options.
Retail Startegy
Rookies has a strong presence in various markets across India, including North, Upper North, Western India, Andhra Pradesh, Bihar, and Jharkhand. The brand caters to these regions through multi-brand stores and regional large format retailers. Regional markets hold immense importance for Rookies, and they ensure that their range caters to specific tastes and preferences in each location.
Rookies is currently available in more than 700 point of sales through shop-in-shop (SIS), multi brand outlets (MBO) and 12 exclsuive brand outlets (EBO).
Online presence has also been a key focus for Rookies, as they recognize the tremendous potential in the e-commerce space. With dedicated teams overseeing their online operations, the brand is well-positioned to tap into the online market and cater to the growing demand.
As part of their future retail expansion plans, Satya quotes, "Rookies intends to establish additional exclusive brand outlets (EBOs) through franchising, aiming to add 25 new EBOs within the year. While their primary focus remains on the domestic market, Rookies remains open to international opportunities that may arise."
In conclusion, Rookies' growth trajectory looks promising, with plans to nearly double their turnover within the next two years. With their unwavering commitment to style, innovation, and expansion, Rookies continues to make waves in the men's casual wear segment, captivating fashion enthusiasts across the nation.