To multiply its consumer base, VIP Industries expanded its focus from the male-dominated luggage category to tap the large female consumer base through the handbag brand Caprese. With Bollywood star Alia Bhatt as its ambassador, VIP wants its female handbag brand Caprese to be the growth driver for the company.
Today, it is available at more than 1300 points of sale across the country, including select company-run stores, franchisee stores, multi-brand dealers and leading department store chains. In an exclusive interaction with S&A, its CEO Sudip Ghose says, our emphasis will continue to lie on providing women with the leading fashion trends of the season.
What motivated you to launch Caprese?
We launched Caprese in 2012 in a bid to expand our female consumer base. The collection is a symbol of the international fashion inspired by the isle of Capri. We were keen on women becoming an integral part of our family of brands and wished to create something that would reflect their personality. This also explains why the brand has such a diverse collection of handbags and wallets. Also, with many branded players venturing into this segment, we endeavored to break the clutter with a promising brand like Caprese.
Give us an overview of the brand’s journey since the launch.
Ever since we launched the brand, Caprese has witnessed multifold growth. Our aim is to bring international high-end fashion to Indian women with fuss-free glam for every occasion; be it work, travel or the everyday on-the-go routine. Furthermore, we make it a point to cater to the ever-evolving taste of consumers. This has predominantly helped Caprese gain immense popularity.
What features best describe the brand’s values?
Caprese manifests an amalgamation of aesthetic sense, sleek cuts and an indulgent voice to suit any occasion. Caprese’s designs are crafted as a style testament for every woman who wishes to announce her arrival in life. It is synonymous with the future of women’s fashion, infused with an unblemished, free spirit.
How is it positioned in the Indian market today or in the handbag segment?
Caprese stands for high-fashion with an international essence. It is an extremely vibrant brand, which is constantly evolving basis the changing needs of our audience.
What retail and promotional strategy does the brand employ to consolidate its position as well as to increase its footprint?
The number of handbag brands advertising on television is limited. We usually run 360 degree campaigns to bolster our position in the market. Caprese also has a significantly strong social media presence across various platforms. We ensure that we are constantly engaging with our audience via exciting social media contests and catchy, relatable content.
What age group of the market is the brand targeting?
The brand primarily targets the modern women of India. Caprese brand caters to both urban homemakers and working-class women alike. The core age group for the brand is the 20-45 brackets.
Explain the brand’s product portfolio and what new diversification can we expect in the near future?
Caprese has an extensive portfolio consisting of totes, satchels, laptop satchels, crossbody bags, slings bags, wallets, clutches and many more. We always work towards adding a touch of innovation to our products. At this moment, all I can say is that there is a lot of exciting stuff lined up!
In what regions of the Indian market can we expect the brand’s presence?
Caprese is available at more than 1300 points of sale across the country, including select company-run stores, franchisee stores, multi-brand dealers and leading department store chains like Shoppers Stop, Lifestyle, Central and Pantaloons. Furthermore, it is witnessing a massive growth in the online space from the likes of Amazon, Flipkart, Myntra, Jabong, and TataCliq.
What’s the brand’s growth projection in the next five years?
Caprese has grown by leaps and bounds and we plan on introducing innovative products in the coming years. Our emphasis will continue to lie on providing women with the leading fashion trends of the season.