January 29, 2016

How Being Human Clothing is making the most of Celebrity lic

Being Human Clothing, the apparel line popularly known for its ‘Salman Khan’ connection has been heavily counting on brand licensing, courtesy – a perfect blend of Charity, Celebrity and fashion. Started from casual wear for men and women, Being Human has now paved the path for actiwear category – Being Active....

By Shipra

Being Human Clothing, the apparel line popularly known for its ‘Salman Khan’ connection has been heavily counting on brand licensing, courtesy – a perfect blend of Charity, Celebrity and fashion. Started from casual wear for men and women, Being Human has now paved the path for actiwear category – Being Active.

Initially catering only to men, the actiwear range will be available in stores by April this year.

Manish Mandhana, Managing Director, Mandhana Industries said, “In India, it is just the global players who are dominating the segment. Since no significant national player is present in this category, and youngsters today are involved in some form of fitness activity, we see a big opportunity to provide value-for-money products.”

Commenting on the price points, Mandhana asserted, “The established players like Nike, Puma, Reebok, adidas are towards higher price ranger. So, we are going to keep pricing on slightly lower side.”

Touted as clothing line with a heart, Being Human Clothing is growing by leaps and bounds, with marking its presence across 16 countries including Middle East, Nepal, Europe and South Africa. Recently the apparel brand has launched its 59th store at the Great India Palace, Noida.

The USP of this unique licensing arrangement is that the royalties from the clothing line support education and healthcare initiatives of the Foundation.

The apparel brand is also planning a segment for boys aged 6 to 16 years. In words of Mandhana, “This age bracket is growing in our country and this age bracket consist of grown up boys not toddlers, who want to dress up like adults. As per the company, the brand is targeting a turnover of Rs 220 crore this fiscal.

License to grow

Credits to structural change in the dynamics of retail eco-system, the industry has accepted brand licensing as an effective retail strategy. And a bevy of national and international brands expanding across categories through brand licensing demonstrate the trend.

Commenting on licensing as a growth strategy, Mandhana said, “Licensing is a very good medium to grow for retailers. It has increased the competitiveness and flushes out the ones that lack stronger USP, thus getting concentrated among two or three big players. It creates marketplace for people but it is also survival of the fittest at the end of the day.”

Elucidating on the strategies while obtaining licensing rights of a brand, Mandhana said, “When you are licensing a product, you have to do full justice with the brand. You have to stick to the DNA of the brand while designing licensed merchandise. People are learning, people are making mistakes, they are getting better.”

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