• The brand was launched in 2001 • It primarily caters to menswear • It has 104 EBOs • Offers 1,000 designs in a single season • Is growing at the rate of 20 to 25 percent a year • Launched CP Bro in 2014
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Classic Polo Affordable, superior quality apparel The Brand
Classic Polo, launched in 2001, caters to menwear. Its collection include shirts, trousers, denims, T-shirts, winter wear, lounge wear, active wear, innerwear and accessories. The brand launches around 1,000 designs every season and 2,000 to 2,500 units per year. The latest collection comprises linen tees, jacquards, dobbies and indigos. It has been growing at 20 to 25 per cent every year for the past two to
three years. Classic Polo launched CP Bro in 2014. This targets 18 to 26 year olds who have international tastes but look for an affordable range. CP Bro has denim which changes optics with every wash.
Brand USP
The USP of the brand is affordable, superior quality apparel which is also well designed and durable and offering value for money. Classic Polo has been winning customers’ hearts with this USP for the past 17 years. The brand extended its range to fulfill the expectations of the market and loyal customers.
Retail Strategy
Classic Polo covers the length and breadth of the country with 104 exclusive stores, 4,000 multi brand outlets, 405 large format stores. EBOs are franchise operated. The aim is to add 30 stores this year especially in Tier II and III cities of Maharashtra, Rajasthan, Orissa, Bihar, Jharkhand. The brand is on portals like Flipkart, Amazon, Snapdeal, Paytm, Myntra, Jabong, etc.
The apparel industry is extremely dynamic and evolving in terms of merchandise and pricing. Brands are doing their best to keep their loyal base motivated and delighted. Online retail is catching up while traditional stores continue to expand organically in Tier II and III cities. The apparel industry is becoming more structured and organised; brands too will align with the changing trends. Indian customers will witness more fashion and style in years to come. Classic Polo is set to surprise its audience group of all ages. Sixty per cent of India is below 30. This age group is very experimental and keen to adopt dynamic fashion People Behind the Scenes Usha Periasamy Director, Operations & Brand
Brand Communication
Classic Polo has a budget for brand building and brand promotion. About 5 per cent to 6 per cent of the turnover is benchmarked for brand building activities. Classic Polo encompasses both ATL and BTL activities to promote the brand’s business. Classic Polo believes in consistent brand building and promotion to create and sustain its image.
Retail Details EBOs: 104 Shop in shops: NA MBOs: 4,000 Large Format: 405
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