Created in 1992, Spykar is a leading youth fashion denim brand of India. With a penchant for design innovation, new product launches, and creating fashion for young India, Spykar is known for its superlative product quality and great fits.
Spykar is synonymous with the ‘Young & Restless’ generation of today. Keeping up with the ever-changing dynamics of the global fashion industry, our collection exudes an individualistic and contemporary style. Spykar is a part of the Lord Bagri promoted Metdist Group, a diversified portfolio of companies. Spykar is known for its superlative product quality and great fits. Young & Restless at heart, we always aim to deliver emerging hi-street denim trends and fashion staples that resonate with the growing Indian consuming class.
Ritesh Hingorani, AVP, E-Commerce, Spykar Lifestyle in an exclusive chat with MediaNes4U speaks on the association with the movie “83”, the marketing initiatives in the midst of the ongoing pandemic, and more…
We Indians are eagerly awaiting the release of the movie “83” What made you want to associate with this movie?
India as a nation loves Cricket, some say obsessed. This cricket frenzy got fuelled when our Indian lads led by the young & restless Captain KapilDev dared to do the inevitable, win the world cup for its people. That nostalgic moment is still etched in all Indian hearts to date. The emotional connection and young & restless spirit showed was the prime reason for the brand to be associated with the movie as its clothing license partners. We wanted the consumer to feel that same pride in our “83”collection.
The Broad idea is to build Brand 83, as a Fashion and Lifestyle brand, which is cricketing in expression by launching categories in Fashion and beyond. In a country, where billion people are crazy for cricket, Brand 83 will fill the void for a Cricketing based lifestyle Brand.
You talk about this movie strongly establishes an emotional connection with your TG can you elaborate on this?
The Brand 83 roots the cricketing emotion of India and signifies India’s World Cup glory that transformed Cricket from a sport into a religion. It’s is an expression of India’s cricketing passion. The Brand resonates confidence and reflects the following values i.e. Team Spirit, Triumph, Euphoria, and Self Belief & Determination. Brand 83 has two aesthetic tones: one that reflects heritage with subtle expression & the other is contemporary & sports lifestyle, which is colorful & relevant to the Millennial.
“Brand 83′ what is the specialty of this range?
83 as a collection has a lot to offer, round neck t-shirts, polo neck and collared T-shirts with prints, trendy Shirts with the 83 logo crest on it. We also have track pants and loungewear in this range. Retailed from Rs 899 to Rs 2999/- this collection has everything which a Cricket fan would want to have in his wardrobe.
What has been your marketing strategy over the years and how do you plan to market this range
The present situations have given opportunities for brands to explore the marketing of their products in new and innovative ways. 83 by Spykar would be marketed and promoted heavily through digital platforms, with social media playing a very important part of it. Banners ads, influencer marketing, and partnering with online e-comm partners like Myntra, Flipkart,ajio, etc. to promote the collection. The movie social media is also helping with content and videos from artists of the movies doing the unboxing of the merchandise and assisting in promoting the brand. Brand partnerships would be done with other license holders.
What are the TG you cater to and your price range?
The core target group of Spykar are those in the 18 – 25 age bracket..Spykar’s target audience desires for high fashion denims, which the brands cater to with a varied range in design’s in terms of cuts, pocket styles frays, patchworks, embellishments, treatments, etc. The brand also caters to the audience who desires simplicity in fashion with their basic apparel range. Price ranges from Rs 899 to Rs 2999/-
Spykar is a very old established brand in India, how has your journey been?
Created in 1992, Spykar is a leading youth fashion denim brand in India. With a penchant for design innovation, new product launches, and creating fashion for young India, Spykar is known for its superlative product quality and great fits. Young & Restless at heart, we always aim to deliver emerging hi-street denim trends and fashion staples that resonate with the growing Indian consuming class.
Our range of denims consists of styles which include Purist for the classic lovers to YnR for the contemporary souls. The top-wear collections are season highlights and compliment the vast range of denims for the season.
Progressive and at the helm of all industry updates, Spykar is also the signatory to the S.U.R.E. Memorandum, India’s biggest sustainability pledge committed towards improvement in sustainable practices, by 2025.
People are an important part of our success story. The core team at Spykar has grown with the business and continues to be a part of the journey for the last 20 years. Stability coupled with new-gen enthusiasm and energy is the vital ingredient of our future.
Geographically poised for growth, we are available across the length and breadth of the country. We have 249 exclusive stores (FO-FR), 1000+ multi-brand outlets as well as a presence in all key large format stores. We offer our collection on spykar.com and are also available on all leading e-commerce portals