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Retail 2012-08-10

Trendy treat for Indian women

By Namita Bhagat Feature Writer

Offering modern interpretations of versatile and stylish Indian woman, Trendy Divva, a fashion brand is set to revolutionise women apparel industry in India. In an interview, Gurprit Singh Sawhney, Promoter, Trendy Divva shares brand’s expansion plans in India via franchising.

Namita Bhagat (NB): Tell us about the origin and concept of ‘Tendy Divva?

GSS: Trendy Divva incepted its journey in 2008 in Gurgaon, India. I am an entrepreneur and ideated on the concept of a designer label for women apparel and accessories and thus Trendy Divva was born. The brand was founded with the vision to revolutionise the face of women’s fashion in India by bringing international designs to the Indian market. Trendy Divva designs, manufactures and retails highly desirable garments, handbags and accessories for the women. From prêt to couture to contemporary, classic to avant-garde and desi to global, Trendy Divva’s creations bear a mark that is distinctively their own. The brand enjoys an enviable reputation in terms of product quality. With a renowned reputation for excellence and high end fashion, Trendy Divva has become one of the India’s leading fashion brand in the women apparel industry today.

NB: What is the USP of the brand?

GSS: The company is focused on creating trend setting urban designs rather than being obsolete in their designs season by season. We are a fashion forward brand and fresh, innovative designs reflect brand’s passion for excellence. Trendy Divva launches more than ten thousand new designs each year. It believes that product variety and its fast reach to the target market is their biggest strength as a brand. The company has their own in-house team of designers from India as well as UK, who design based on emerging consumer trends and customer needs.

NB: What retail formats does the company follow? When did the brand begin franchising?

GSS: We have Indian presence through a mix of company owned as well as franchise retail formats. We started franchising in 2011.

NB: Share the company’s current retail presence via own and franchisee-operated stores in India?

GSS: Trendy Divva, which opened its first store more than three years ago, continues to build its brand presence in India. Continually expanding, currently we have nine flagship stores in Delhi/NCR and Punjab. All stores are company owned and we are open to franchising.

NB:  Kindly share the brand’s further expansion plans in India? What are the target cities for expansion?

GSS: With an aim to reach the right target market, we plan to open stores all across India. The company is looking for franchisees and opening many franchisee stores shortly in Uttar Pradesh, Punjab, Haryana, and Rajasthan.

NB: What are the preferred locations for opening the brand’s store? What is the price segment and clientele to which the brand caters to?

GSS: We want Trendy Divva to have pan India presence, our price range for summers starts from Rs 500 and for winters it starts from Rs 1000. The target market of Trendy Divva is very broad as they do not define their target by segmenting ages and lifestyles. We cater to kids, teens, college girls and women of age group of 24 to 60.

NB: What is the area and capital needed to partner with Trendy Divva as a franchisee?

GSS: The area requirement is 1,000 sq. ft and above, capital requirement will be between Rs 12 and 16 lakh.

NB:  What are the qualities you are looking for in the potential franchisee? What kind of training and support will you offer to the franchise partners?

GSS: The franchise or any member of family should be actively involved in running the franchise store. We at Trendy Divva will train the franchisee staff about the product and dealing with the customer. Also we will support them with active marketing.

NB: Could you give us an insight into the current retail scenario in Women Apparel segment in the country?

GSS: The women’s wear category is dominated either by small Indian ethnic-wear brands or international western-wear brands. We need strong Indian womenswear brand especially designed for Indian women. This category is much neglected. Thus, with its forward looking vision, our company aims to become a modern corporate fashion entity

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