Kamal Khushlani, Managing Director, Mufti on his new spring summer collection. his plans on brand expansion and the non-violent conquests he has planned.
Mufti, the brand that was launched in 1998 by Credo Brands Marketing Private Limited stands for cutting edge alternative fashion. Mufti, men’s casual wear clothing, is for the confident, self assured individual who wants to step away from the horde desires to experiment and make a fashion statement reflecting his distinct persona. According to the brand, Mufti does not have customers, it has cult followers Mufti people. The main USP of Mufti lies in its innovation and originality. Everything, beginning from its name and its business values to its image and advertising, reflects this belief.
Excerpts from the interview:
How has the denim industry changed since you founded Mufti in 1998?
Kamal Khushlani (KK): Since 1998 denim has shifted from something for the younger generation to mainstream fashion and even work wear. It has become a must-have in every men’s wardrobe. This has been very beneficial for denim industry. Within denims, Mufti has always focused on alternative clothing and not just five-pocket denim. We have always added our touch to make denims more fashionable for the youth. With the spread of denim to a much broader audience the spirit of Mufti has created a massive fan following.
Tell us about the new collections or products which Mufti has planned for the season.
KK: In keeping with Mufti’s traditions of making fashion that is different and alternative, the spring summer collection 2015 provides a multinational approach to fashion. The collection has four distinct themes.
The first part of the collection highlights the fresh and light universe. A cool and casual range in which airy fabrics as linen and slubs are combined with a pastel colour palette, light checks, tone on tone small prints, coloured ombré spray and reverse print on t-shirts.The second one is inspired by the garage feel within the workwear space, dealing with over dyed product, jeansy checks, racing club embroidered aesthetics, a new range of denim shirts, leather detailing, new tearings and washes on jeans.
The third one is inspired by the sea and renews the sailor style in a traditional marine color palette made of navy, blue, red and white. The products play with sailor stripes, graphical preppy t-shirts and nautical prints.
The last part of the collection is a high fashion capsule that proposes a new range of garments redefining proportions, playing with mix-n-match of plain and graphical micro prints. This urban look is renewed by a mix of codes for a clean and dapper silhouette.
The underlying influences in the denim components of each theme redefine the use of denim as a fashion fabric used with a fresh outlook. As a signature of the brand, Mufti keeps searching to propose a range of well-designed and well-fitted products and the denim range pay attention on creative detailing, new fabrics and fashionable shapes.
Mufti keeps its promises and offers its summer collection 2015, which is fashionable, different and confident.
There’s a huge market for authentic premium denim at the moment. With all of the new technologies and fabrications around, there’s a gap for true blue quality denim. How are you looking at bridging this gap?
KK: There is a huge market for so many things. Mufti believes in being true to its DNA which is to approach fashion with a fresh look. Thus, even the authentic look is redefined and presented as a Mufti signature. In keeping with this we are introducing a range of premium denims, Denim De Luxe.
Tell is about you present product portfolio and and in what price range its offered.
KK: Our present, past and even the future portfolios have three components – Fashion, Fashion and Fashion. The product components are shirts, t-shirts, denim, trouser, sweater, sweatshirts and blazer.
Our basic price range for shirts is from Rs. 1,399 to Rs. 1,799; denims from Rs. 2,199 to Rs. 3,299; t-shirt from Rs. 999 to Rs. 1,399; sweaters from Rs. 2,299 to Rs. 2,399; jackets from Rs. 2,599 to Rs. 2,799; trousers from Rs. 1,999 to Rs. 2,199; blazers from Rs. 4,499 to Rs. 4,999.
What are your product and category development plans?
KK: The way forward would definitely be in extending product line extensions in consonance with fashion@Mufti and venture into men’s accessories. We have already launched deodorants and flip flops.
Tell us about your retail presence? How many EBOs, MBOs and LFS are you currently present in?
KK: 229 exclusive stores and 1,050 multi brand stores, with presence in all major national chain stores like Shopper’s stop, Central, Westside, etc.
What are your future plans? What are your plans to explore new markets in India?
KK: We are looking at Tamilnadu, Kerala and parts of Karnataka along with North East states such as Assam, Meghalaya. Also, Bihar and Jharkhand remain untapped and are showing promise for the near future.
Tell us about your progress on e-commerce? How are you planning to grow through this retail channel?
KK: We are available on Myntra, Jabong, Flipkart, Snapdeal & our own e-commerce portal as well which is muftijeans.in
Are you looking at markets outside India, please share your plans in detail?
KK: Many miles to go in India itself but we keep our eyes open.
What is your current turnover and how much is your brand gunning for in the next 2-3 years?
KK: Our current turnover is 25 lakh garments per annum with an MRP value in excess of Rs. 500 crore and although we are against violence and do not gun for anything but certainly expect to grow substantially.
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