Stori, the menswear brand from Chaya Garments, a Rs 100-crore Bangalore based group, has moved back its creative duties to 1pointsize, the agency that launched the brand three years ago.
“Basically, 1pointsize is the agency which launched us. They understand the brand better -- that as a brand we have to be different. As an agency, they think very differently, and our thoughts are therefore similar,” said Chandraprakash Bhutra, Marketing Manager, Stori.
Stori is happy with its consolidation over the years. While further geographic expansion is on the cards, the communication will continue to revolve around quality, Bhutra explained.
“We are keen on consolidating our base of customers. We believe it is far less expensive and far more important to retain customers than acquire new customers. We are happy with our growth so far and confident that this growth will be even faster in the coming years as we continue to expand, given our steady base of loyal customers,” added Bhutra.
The brand is present across India, and will look at expanding further in the coming financial year. With nine exclusive showrooms and a presence through multi-brand outlets across major metros and non-metros, the brand targets the upmarket buyers, with a range priced upwards of Rs 995.
Without sharing specifics on the marketing spend, the spokesperson added, “We need to communicate the differentiation. Till date, we have not employed a model in our campaigns and the product has been our brand ambassador. The marketing spend will definitely increase in the coming years.”
In consolidating its retail presence, the brand will look at cities like Lucknow and Indore. By 2007, Stori plans to have at least 10 more exclusive outlets. The retail stores are a mix of franchised and owned, Bhutra informed.