Starting off as an exporter in 1991 and morphing into a Rs 425 crore textile giant, with two brands under its wings, the Royal Classic Group has certainly come a long way.
From an exporter in 1991 to emerging as one of the fi ve most preferred t-shirt brands in the country today, Royal Classic Group (RCG) has lived up to the royal legacy of its name. Other milestones in the company’s journey include acquiring another t-shirt brand, Smash, launching a range of intimate wear, and being awarded as the most popular men’s casual wear brand for the year 2005-06.
Brand concept and positioning
Classic Polo is an innovative, trendy and youthful premium casual brand for men. The brand is positioned at the mid-premium section. Through a wide product portfolio, the brand caters to a broad segment of customers. It is currently ranked among the top five casual t-shirt brands in the country.
In February 2001, the Royal Classic Group (RCG) launched its maiden t-shirt brand Classic Polo, thus making its foray into the domestic market. RCG’s retail initiative was as passionate as the brand’s launch in 2003. The first store, a 400 sq ft studio was opened in Bangalore, followed by a 600 sq ft store in Hyderabad.
While the brand has carved its niche in the southern and western markets, it is posing tough competition to the market leaders in the north and west zones.
At present, Classic Polo has 76 EBOs in India and one store in Singapore. The standalone stores are connected online for stock control and better retail co-ordination. Classic Polo relax junctions (EBOs) offer high quality, trendsetting styles, international shopping experience at value for money at prime locations and with quality service. The brand has a CRM format to track loyal customers and keep them informed about brand updates.
The brand is is retailed through 3,500 MBOs across the country. They include Central, Shoppers Stop, Globus, Spencer’s, Mega Mart, Prateek Lifestyle (Coupons), Reliance Trends, Aditya Birla Retail Ltd, and Brand Factory.
Apart from MBOs, EBOs, large format stores and chain stores, the brand is also focusing on corporate, institutional orders.
Classic Polo caters to men in the age group of 20-35 years with a taste for fashion, innovation and style. Optimistic men with a smart casual approach to life are the ideal audience for the brand.
Although it is primarily a t-shirt brand, Classic Polo also offers a complete lifestyle wardrobe including t-shirts, shirts, and trousers. The brand also manufactures Swiss Club shirts catering to the premium segment using Italian fabric to restore sheen and feel even after multiple washes. It was in 2004, that the brand acquired Smash, another t-shirt brand, and launched its exclusive premium men’s range under the brand name Smash in April 2005.
Classic Polo comes up with a range of about 200 designs per season and 2-3 new styles everyday.
The brand claims to offer consistent quality and a nil defective percentage. RCG is among the few companies in the world to offer in-house fi bre to fashion. A 100 per cent vertically integrated company, it offers products of international quality standards. Product rationalisation and price segmentation form the crux of the brand’s strategy.
RCG has a manufacturing capacity of 15,000 t-shirts, 4,000 shirts, and 4,000 trousers per day.
Classic Polo aims to be and remain the leading retailer of worldclass menswear in India and become a compulsory part of men’s wardrobe solutions by 2010. RCG has plans to open multiple EBOs in all state capitals in the southern zone, with Bangalore and Hyderabad being high priority areas. It also aims at completing its count of 100 exclusive stores in the country in the near future.