Mauritius

January 08, 2013

Sector Prêt-à-Porter: It’s Time to Change and Strategies

Marketing concepts and approaches vary in the prêt-à-porter, a sector where competition is fierce with new stores sprouting, the emergence of new labels and designs and the price war situation requires ... , it is time to change and strategies.

According to Mario Guillot, stylist and co-owner of Play and IV Habit Concept store, 2011 and 2012 have not been very successful for years.

The fault, according to him, the upsurge copies of designs on the market, sub-brands, competition and market potential of Mauritius, which is not profitable enough. This would be the reasons why the designer of this brand 100% Mauritian evolve, in late 2012, with a concept still young for his business: partnering with another brand of ready-to-wear, Habit.

"The idea is to combine at the distribution and create the IV Play and Habit Concept Store. The advantage is that you can display and sell two brands competing under one roof. We have four shops currently. With my partner, Nicolas and Patrick Desveaux, we want to open others. We refuse to face the competition by making low end. We will continue to focus on value in trying new concepts, "says Mario Guillot. However, outside of IV Play and Habit Concept Stores, Play IV kept its four stores in Mauritius and that the island of La Réunion.

Mario Guillot considering other innovations for the brand, including obtaining a license to operate in India. "I intend to produce in India and for the Indian market. Fabrics and accessories are cheaper and the cost of production will be lower. We must adapt to this changing market. I'm still very positive for 2013, although I am aware that the first three months will be a slow period, after the end of 2012 quite positive, "says the designer.

Ashok Jusrut, Jusrut Group: "Do not give up"

Pridemark is a reseller of designer clothes like Zara, Pershka, Massimo Dutti and Pull and Bear, among others. These are clothes from Europe and the reason why they are sold at low prices, it is because they are for standard, off-season products or parts if overproduced.

Even with low prices, Ashok Jusrut, Group CEO Jusrut, owner of the sign, complained of a market decline. "2010 was our golden year. In 2011 and 2012, sales decreased gradually. At some point, we were in the red. Even the festive period were disappointing.

We expected to sell old and new stocks, but it has not been possible. We rely on the "January Sales" which are in preparation. Business forward in slow motion, but it must continue to evolve. We intend to open a seventh store in Grand Baie La Croisette, by the end of January and another in Cascavelle end of April. We remain positive about the revival of business in 2013, "said Ashok Jusrut. He believes that, in this market, the biggest competitor is the buyer himself. "People are not buying as much, because the world is in crisis. But businesses should not give up. It should work on new marketing strategies to attract buyers. "

Shenaz Sobah, creator of the brand-Off Show "Creating demand and evolve with it"

The area of prêt-à-porter is seen differently by this designer organic clothing. "The prêt-à-porter has good potential in Mauritius, so there's creativity. People are primarily looking for innovations that are accessible. For 25 years before the plant is in Mauritius Ltd production for export and we face this change in demand. We had already created the Factory Shop, four years ago, but the concept did not work.

We decided to create demand with the Show-Off brand, collection 100% organic and 100% Mauritian. Our society is evolving and increasingly interested in selling organic products and fair. The market's prêt-à-porter is very competitive, but we were able to make a small square. This is due to the fact that we offer the novelty, quality, and accessible to all budgets, "said Shenaz Sobah. Before The Show-Off Factory Shop has experienced a rapid ascent. The brand was launched in October 2012 with its first store in Ebony.

In less than two months, another shop has opened in Quatre-Bornes. And in January 2013, a third will come to Kinoo Square, Port-Louis. The factory has also opened a fourth store in Rose Hill. "Sales have been honorable for the holiday season. Our motto is to never repeat our collections, so there are always new pieces that are imagined and created.

We aim to open ten stores in Mauritius by 2014 and we believe we have the resources and technology required to do this. We therefore focus on aggressive marketing strategies to effectively popularize bio Mauritius. We have created demand and we have to evolve with it, "says Shenaz Sobah.

 

 

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