Established by Shyam Gupta in 1978, Gargee Designer's (GD) offers bespoke menswear at a modern, upgraded menswear store in South Delhi. In a chat with Fibre2Fashion, Gupta discusses GD'S growth story in the last 3 years and how they managed to sail through the pandemic in spite of sales drop.
What has been the impact of Covid in terms of sales, staff cutdown, rentals, stocks etc?
Our sales did drop last year but the festive and wedding season helped. We supported our staff during the pandemic and ventured into manufacturing masks which helped us keeping our business afloat. There was no effect on rentals as we have our own shop.
What has been your growth story in the last three years (excluding 2020)?
In just seven years after the second generation joined in, GD clocked a turnover of around Rs 2 crore till January 2020. Providing personalised services have helped the brand meet customer demands and establish a loyal base.
What let to the founding of the brand?
With the passion to make fashionable clothing solutions for men, Gargee Designer's (GD) was started by Shyam Gupta in 1978. A one-man-army, he mastered the skills of the tailoring trade to grow a loyal customer base of more than 40,000. The founder's sons -- Ravi and Rohan Gupta have stepped in to carry forward the legacy of GD.
What is the USP of your products?
We make customised clothing for men. Our craftsmanship with unique designs brings customers to us. We offer embroidery and stylish options that suits men of all age groups and body shapes, making us a unique store that caters to a wide variety of customer base.
Who are your target audience?
Men of all age groups and body shapes
Which category sells the most?
Sherwanis, tuxedoes and wedding collection.
What are the price points of your clothes?
The cost of a particular piece of fashion depends on the work that has gone into making it. Prices begin at??8,000 and above.
What is your brand's online presence?
We sell through our own website and social media.
Which are your major markets in India and abroad?
We are fortunate to have clients from all major towns and cities. Our international orders have slowed down but with the tourism industry picking up we are certain our international clients will also come back.
What is your market positioning like?
We are a bespoke fashion house that lends a stylish edge to all our customers.
What are the brand building strategies you undertake?
Our brand is laced with legacy. We are taking the brand to stylish personalities across the country and intimate celebrations where our clothes become an heirloom piece.
Which other product categories do you plan to move into future?
We are mainly a clothing brand. The latest trend becomes our category of the future. A variety of formal jackets is a segment that is growing now. Stylish cuts of kurtas are also gaining popularity. A hint of royalty in clothing is making a comeback so royalty will be a big theme.
What are the top 3 qualities you look for beyond the givens of quality, lead time, compliances etc?
The top 3 qualities we look for beyond quality of products and time is interest in the craft, understanding of trends and offer uniqueness in products that will elevate the game for all involved.
This article was first published in the?February 2021?edition of the print magazine.
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