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Gokak may take a call on Daks London

February 02, 2007 11:10 IST

UK-based premium menswear brand The Savile Row's ambitious India plans might prompt its Indian partner Forbes Gokak to reconsider the Indian strategy for another premium menswear brand, Daks London.

Forbes Gokak, part of the Shapoorji Pallonji group, is the Indian licensee for both the UK-based brands.

While Daks London has registered 80 per cent growth in India, a test run here saw Savile Row growing 70 per cent. Reetika Mehra Dalal, executive-in-charge, upmarket brands division, Forbes Gokak, told Business Standard, "There is a clash of interests as the lower segment of Daks London is on par with the mid-segment of Savile Row. Currently our thrust is on Savile Row, which has received good response in the test run. In a few months, the management will decide on the future strategy on Daks London as bottom line is the key factor."

Forbes Gokak had initially introduced Daks London, which is now repositioning itself as a designer brand.

However, Dalal was quick to point out that the company might not snap ties with Daks. "Though we might not give up on Daks, we could reconsider a marketing strategy confining the brand to showrooms in five-star hotels," said Dalal.

The company might, however, consider conversion of existing Daks London outlets into Savile Row. "Savile Row is getting good response from dealers and shop-in-shops as well. We tend to capitalise on the prime locations of our existing outlets as our thrust is on Savile Row."

Currently, the brand has 30 stores in the country and plans to add 15 more this year. The brand is also introducing ladieswear and made-to-order facilities for suitings and shirting facilities under the luxury brand 40 Savile Row in India.

 Earlier Jeffrey Doltis, managing director, The Savile Row, had told Business Standard that the company had high expectations from India, and the country has the potential to become Savile Row's biggest market in a decade.

Forbes Gokak also distributes the Italian luxury brand Trussardi in India. Currently the brand offers luxury accessories and the company plans to introduce the second and more affordable Trussardi line comprising jeans and shirts in India.

Tejal A Deshpande in Mumbai
Source: source