Saturday, July 7, 2018

Go Colors – A Category Creator

Every time my wife goes shopping, she spends a lion’s share of time choosing churidar tops. I have never seen her bothered about the bottom wear. In fact, on enquiring, she said there is no much choice for it. Furthermore, finding the perfect match is really tough. I was wondering why? Legwear as a branded category was absent on those days.

The success of a brand depends on how quick the void is addressed. Gautam Saraogi and Prakash Saraogi were quick to identify the potential in the year 2010 and a brand ‘Go Colors” was born. Go Colors to me is a unique blend of fashion and affordability. I presume, with the wide array of leg wears, the brand offers a perfect match to any top wear you have.

Broadly, the brand caters leg wears to women as well as girls. If we dig deeper, we can find out the beauty of segmentation based on life style, size etc. If we peep into the company website we will be amazed by the choice the brand provides. Go colors offers Leggins, Jeggins, Pallazo and ethnic legwear for women which always reflect their lifestyle. Each of these are further split into specific types like churidars, Harem, Patiala etc. The size chart ensures a better choice of apparel. The myriad of varieties available in an array of 120 colors, makes Go Colors different from the competition.

Understanding the dynamic consumer behaviour is the hall mark of Go Colors. Today, there is a growing interest among women towards physical fitness. One can notice this easily by looking at Indian streets during the early hours of the day. More and more women are engaged in fitness measures like jogging, walking etc. Taking the cue from the market Joggers have been added to the kitty recently. For girls Go Colors offers Leggins, Jeggins, Harem and Pallazo (Read. Choice is limited compared to women which is understandable).

For a new category, pricing is the key determinant for the success. Go Colors ensured affordability with its pricing strategy. A women legwear is priced on an average around INR 500(range between INR300 – INR1000) which is to me a reasonable price point for a middle class homemaker. To satisfy the upper class of customers Go Colors also have apparels above INR 1000. The omnichannel presence of the brand made it easily available to the customers. Go Colors products are available online as well as offline channels. Besides, having an own website, Go Colors is available through leading e-tailers such as Amazon, Flipkart, myntra etc. The company have around 200 exclusive outlets across 43 cities in India and also present in the shelves of retail giants like Reliance Trends, Shoppers Stop, etc.

As a brand enthusiast, I strongly believe Go Colors can improve upon the promotion of the brand. Although few TVCs are shown, the impact is questionable. I think more above the line promotion can be tried to further upscale the brand.

But, I strongly believe that Go Colors can help one master the ‘art of dressing down’ and make the legs happy.

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