Numero Uno, one of India’s first indigenously manufactured denim labels, was incorporated in 1987 by Hi Fashion Clothing Co. From the 1st of April 2007 the company changed its name to Numero Uno Clothing Ltd., keeping in line with its growing presence in both National and International markets. The Flagship brand of Numero Uno Clothing Ltd., Numero Uno has over the years, metamorphosised into a dynamic and responsive brand for the youth. Today, it has the privilege of being one of the few power brands that fuses international trends, innovative fabrics, washes, treatments and accessible pricing.
Mr. Narinder Singh, Managing Director of Numero Uno Clothing Ltd. and the leading force behind Numero Uno, started by setting up a small manufacturing unit and today owns, 4 state- of- the- art units in Gurgaon( Haryana), Okhla (Delhi), Selaqui (Uttranchal) and Manesar (Haryana) with 500 machines and more than 1000 workers. The Gurgaon unit has one of the best in-house laundries in the country with a capacity of 2,00,000 pieces a month.
Numero Uno started by primarily manufacturing jeans for men and slowly moved into jeans for women, eventually designing and manufacturing complete wardrobes for men and women. A knitting plant was set up for the production of shirts & sweaters a few years ago for both men & women. The company has been introducing trendy & innovative themes every season to cater to changing tastes and lifestyles.
Numero Uno, has a team of designers who come from India’s premier institutes. Studio Uno is a place where imagination and skill fuse with the latest technical know-how. The designers give free rein to their imagination to offer a unique mix of global trends and Indian requirements. Valuable information like forecasts of styles, colors, trims and accessories and constantly updated market feedback lead to the best cuts, styles and looks for the consumer.
Positioning and Strengths:
The Flagship brand of Numero Uno Clothing Ltd., Numero Uno has over the years, metamorphosised into a dynamic and responsive brand for the youth. It is constantly defining new fashion trends catering to consumer preferences, targeting the 18-35 age group. Numero Uno is positioned as a youthful, trendy and fashionable denim/casual wear brand for both men and women. Today, Numero Uno is perceived as a brand that does not compromise on quality, fit, design and comfort.
Communication and Promotion Strategy:
The concept was to position NU as a youthful, fun loving brand with attitude (without being rebellious) that lets you be the way you are. The campaigns over the years brought this out very clearly. Shot in different locations, with leading models and even different renditions of the basic blue in tune with the changing fashion and style trends, the message and positioning have always been the same. NU’s campaigns are eagerly looked forward to and have been hailed as breakthrough advertising that has tremendous appeal without being vulgar.
The brand imagery and message is portrayed through TV spots on Prime Channels, ads in lifestyle magazines, newspaper ads, hoardings, and time-to-time promotions through events and sponsorships. This is also supplemented by effective PR by highlighting our new product ranges in the print media on an All India basis. There is also Media Publicity for our events and New Store Launches.
Special achievements and recognition:
Recognized as a fashionable wardrobe brand, Numero Uno has been coveted with The INSIDE FASHION BRAND AWARD, 2004 for the category of “Women’s Wear (Western Casual)” by DFU Publications, Mumbai and also “Brand of the Year” mens casual wear Apex awards 2006 & 2008 from CMAI, Mumbai.
“Brand of the Year” “Women’s Wear (Western Casual)” Apex awards 2008 from CMAI, Mumbai. Today, it has the privilege of being one of the few power brands that fuses international trends, innovative fabrics, washes, treatments and accessible pricing.
Retail presence: Numero Uno has an aggressive yet realistic, expansion/growth plan and is aiming to open 200 stores within the next 2 yrs. Currently, the company has116 exclusive stores across India and is planning to open 25 more exclusive stores during the financial year 2008-2009. “NUCL” is eyeing the southern market and has recently opened its offices in Bangalore and Hyderabad, with an aim to strengthen their distribution/dealer network and scout for opportunities for acquiring retail space.Currently, the brand is available at 33 Large Format stores such as Shopper’s Stop, Reliance, Central –Pantaloon, etc. in addition to about 92 shop ‘n’ shops and more than 720 multi brand outlets all across the country.
Current Innovations :
(a.) Numero Uno launches Espana. This category reflects style and manifests originality of today's fashion-conscious and discerning young generation at an affordable price.
The product offers customers the finest in, international style and luxury. The product range comprises of super premium denim wear with finest of washes, achieved over an intensive research in Spain.
It is the high-end technology and the science of finishing which makes Espana (by Numero Uno) an exclusive collection.
NU Blue: Numero Uno Clothing Ltd. has recently introduced a new economy brand NU Blue in the Indian market, with the aim to predominantly target young professionals and college goers. Economically priced, NU Blue will offer quality products to brand conscious consumers who are looking for a value for money product that combines all facets of style, fit and design. NU Blue entered the market in spring/summer 08, and offers the entire gamut of trendy clothing for both young men and women, which includes denims, trousers, t shirts and shirts. Affordably priced between Rs 249 and Rs 999, this fashionable range of clothing for both young men and women is hitting the popularity charts. The brand also offers a winter collection which comprises of, blazers, jackets, sweaters, t shirts, shirts, sweat shirts and an exciting array of denims. The brand is retailed across multi-brand outlets in cities and towns across India and down the line NU Blue will be retailed via exclusive brand outlets too.
NU Junior-In the year 2007, Numero Uno launched its junior brand targeted at the six to sixteen years age group. These exciting products under the brand name “NU JNS” are being retailed through existing “NU” exclusive stores, large format stores and shop-n-shops. Plans are a foot to open 20 exclusive brand outlets for “NU JNS” in the financial year 2008-2009 & 2010.
Footwear: Numero Uno has recently introduced a range of casual footwear for both men and women and this segment is an attractive extension to Numero Uno’s well-established line of denims and casual clothing. After the tremendous response of its footwear range at existing Numero Uno stores, the company plans to open 20 exclusive footwear stores across India by 2009-2010. The company is also putting up a manufacturing facility for NU Footwear at Silaqui (Uttranchal). Plant and machinery has been installed & the manufacturing will be starting soon.
Eyewear: After successfully launching its premium Denim Line,”NU Revolution”, in Spring-Summer 08, the brand has launched its eyewear collection. A licensing arrangement with a reputed international eyewear manufacturing company has been established and Numero Uno eyewear is available through NUCL’s distribution network.
Uno: In addition to this, “NUCL” is also planning to start a formal label under the brand name “Uno”, which will be a complete line of formal clothing.
Overseas: Apart from its existing domestic operations, the brand is seriously looking at licensing arrangements in international markets. The company has recently started test marketing & exporting its products to UK, South Africa and Nepal where the Numero Uno brand has been well accepted and have enquiries from UAE, Malaysia and CIS countries.
Today Numero Uno, as a completely Indian brand, has leaped ahead and over a short period of time matured to rub shoulders with International brands.