It has been quite a long since I have updated my blog and
here I am back with yet another inspiring story of the Brothers Mr.Hanif & Suhail
Sattar. Only few will know about these gentle men, But if I tell the brand name, almost all of
you might know the brand name. They are the men behind Basics Clothing (Hasbro
Clothing). This story is a perfect example for the proverb “Where there is a
will, there is a way”. Hasbro clothing has got its own name reason. H stands
for Hanif, S stands for Suhail and Bro for Brothers.
Many of us, atleast me, had a doubt in mind about “Why the
number 029 has been suffixed with Basics?” The reason behind using 029 is It’s
the Pincode of Aminjakarai in Chennai (Pin: 600 029) where they have started
their business.
Here I go :
From a simple tailoring outfit begun in 1987 by two brothers Hanif and Suhail Sattar, it’s been one of Chennai’s most phenomenal brand and retail success stories. 1992 saw a shift from tailoring for others to the launch of their own brand Genesis - formal wear for men - started in a tiny 400sq ft shop in Prince Plaza. Genesis, in those early days, catered to the needs of men and provided wardrobe solutions, which were contemporary for those times. Recalls Hanif, The fortunate part was that the foundation in terms of customer base based on immense faith already existed in large measure.
AN ENVIABLE BRAND PORTFOLIO
Today, Hasbro Clothing, the company under which Genesis is
part, boasts of three brands - Genesis ’Formal wear gentlemen prefer’ - which
caters to the formal clothing needs of men; Basics –‘Jus b u’ is led by
providing lifestyle solutions of the casual needs of men and Probase, a brand
launched in the last two years, which is a combination of both brands in terms
of solutions. Talking about Probase, the latest in their brand stable, Hanif
explains, “This brand although the youngest in the Hasbro stable... has met
with phenomenal success. This is also because it sports the sharpest price
points amongst the three brands. Probase is priced at least 30% lesser than
Basics and Genesis and very competitively priced against its peers in the
market.”
Talking about the brands, Hanif says, “All fabrics and
designs used in Genesis are exclusive to us. The designs are programmed by our
designers keeping in mind current trends and local flavour. The last mile in
marketing is given utmost importance by installing Shop in Shop counters at
most/all mbo’s that can afford the space - this enhances the brand image due to
uniformity of selling standard. In our own stores, distinctive variation is
adopted to differentiate the formal Genesis line from the Basics line of
casuals." The products under Genesis include shirts, trousers, suits, ties
belts and kerchiefs.
“Basics is easily the most exciting brand in the Hasbro stable
and has tonnes to offer in terms of lifestyle product range solutions to the
customers,” says Hanif. In terms of casual clothing, this brand offers a
staggering variety which very few of its competitors can match. The brand has
also introduced a popular party line. The products include causal and smart
shirts, trousers, T-shirts, denim and non-denim bottoms and tops, caps and
belts. He adds, "Basics being a player in the casual wear segment has the
potential to add as many products that it likes in its fold. Expansion of
product categories is an ongoing affair.
EXPANSION PLANS ON THE ANVIL
Today, the company has 45 stores all over the South. “The
plan is clearly to saturate the markets in the south totally in terms of Mbo’s,
chain stores and standalone stores through increased presence in all these
places and support it with ample advertising and awareness of the brands,”
explains Hanif.
INTERNATIONAL STYLE STORES
Hanif is very excited about the revamping of the stores
which is an ongoing process at the moment. He firmly states, “Stores are the
last mile in retailing.
A good looking store will and can do wonders for the
product.” He ticks off a list of parameters for a good store - lighting,
fixtures, flooring, ceiling, visual merchandising of the apparel, fixtures on
which the merchandise is displayed, music and mannequins to display the
attitude of the clothing being retailed.
Hanif concludes with a revealing insight, “The consumer
today is well exposed to international trends in both garment design/ trends as
well as store design therefore its imperative to stay ahead of the curve or at
least keep ourselves updated and to this end keeping abreast is not an option
any longer.”
Source : The Hindu
8 comments:
ifferent designs and styles fit differently. For a great look you should choose a style that looks good on you. For example, if you are want a slim-fit t-shirt you should ensure that it's made of a thinner and softer material.
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