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Jeans |
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| Cargo's |
| Forays |
| Heliums |
| Shirts |
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Jeans |
| Cargo's |
| Shirts |
| Shorts |
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 The Company
StrategicIntent
Milestones Achieved
The Pioneers
The
Company
The
Spykar story started way back in 1992, when Mr.
Prasad Pabrekar led by ambition ventured into
fashion apparels and accessories by starting Span
Apparels Pvt. Ltd..to make use of his vast
repertoire of technical knowledge in processing of
denim garments.
He
started the company with the firm belief that the
best investment for the Co. was Human Capital,
starting with a just a handful, and slowly built
up a company with over 150 employees. He gave them
the best possible infrastructure to work within,
which has resulted in an almost negligible
attrition rate in the company's employee turnover
over the last 14 years.
The
company is based on strict code of ethics which is
evident in its dealing with all its partners;
namely employees, trade associates, vendors and
the like.
Its
accent on the quality of its products has been
unwavering right from its inception. It has always
strived to produce a product, having a global
appeal. Denims are the cores of the company's
business. This has been facilitated by the
company's in-house processing unit and gives the
company the competitive edge in consistently
producing denims of international quality.
To
continuously innovate, and to bring new styles,
cuts and fabric to the market, the company has a
team of young and dedicated designers and
merchandisers, who are extremely aware of the
latest trends in the international market. The
company experiment a great deal on new styles and
accessories, making them trendy and accessible to
the Indian consumer. Since Spykar Jeans designs
specifically for Indian audiences, it has the best
fits and designs in its repertoire.
In
1994, Span Apparels Pvt. Ltd. moved beyond denim
and introduced Helium's, a collection of cotton
casual wear. This was followed by Forays in 1996;
a brand with an attitude positioning that caters
to the after-office leisurewear segment.
SPYKAR
products are available at over 450 MBOs across the
country, apart from the large format stores like
Shopper's Stop, Globus, Lifestyle, Pantaloons,
Pyramids, etc. and at the Exclusive Spykar Jeans
outlets at Ahmedabad, Ghazi bad, Hyderabad, Indore,
Kolkata, Lucknow, Mumbai, Nasik, New Delhi and
Pune. Spykar Jeans currently has 52 Exclusive
Brand Outlets and plans to increase that number to
150 by the end of 2008. To mark its foray in the
international arena, Spykar Jeans has also opened
its first exclusive outlets at Glades Mall,
London.
The
brand has always focused on the u: th and their
aspirations and built up the product portfolio
accordingly. All its marketing efforts are
targeted at making the brand relevant at all times
to this discerning audience.
Top
Strategic
Intent
Endeavor
sustenance as a premium fashion wear brand,
providing total casual dressing for the u:th's
complete fashion needs.
The
entire offering is fashion and hence radical at
times. The single line to sum it up is Spykar
jeans: 18 till I die (ever young).
Top
First
to the Brands Credit/Milestones Achieved.
We
revolutionized Cargo's in the country with the
very non-conformist look and its innovative
presentation we broke all norms of how a pair of
pants should be sold.
Rolled
and tied by a canvas strip and stocked in this
form on the shelves - it defied conventional norms
and challenged tradition. Target audience who
identified with this Rebellious approach lapped-up
the product and yet again Spykar Jeans scored in
turning the table upside down. We sold nearly
70,000 pants and cargos with not even 60% of the
demand fed.
To
cut the monotonous complacency of basic 5 pockets
we stylized denims as flamboyant blues. This
fashioned persona of denims was introduced as
Actifs (Spykar's Fashion Denim Collection) with 4
fits - Stern, Rebel, Maverick & Recruit.
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The
Pioneers..
Prasad
Pabrekar - MD
An
electrical engineer from VJTI by qualification Mr.
Pabrekar before inheriting his father's dry
cleaning business ran an audiocassette-assembling
unit whilst in college. It was in the laundry
business that he accumulated vast experience
related to denims.
Having
gained experience in processing denim garments he
set up his own denim-processing unit with a seed
capital of Rs. One Lakh from a credit society.
Since he knew everything about finishing a garment
he decided to try his hand at stitching and
selling his own brand of jeans.
In
1992, Mr. Pabrekar started manufacturing and
selling his own brand under the Spykar name, first
year of operations saw him incur a loss of Rs. Ten
Lakhs due to the lack of a well thought marketing
strategy.
His
experience with processing garments taught him to
be sensitive to the needs and tastes of the
consumers, which gave him the idea for all trials
of Spykar jeans to be done on humans rather than
on mannequins.
His
vast technical knowledge and his immense potential
in understanding the brand and its market have
formulated Spykar Jeans into one of India's
leading brands today.
A
firm believer in giving a quality product at the
right price has always been the hallmark of his
strategy towards the growth of Spykar Jeans. Right
from its inception, Spykar Jean's focus hasn't
wavered from being customer-centric. The brand
portfolio has since expanded with line extensions.
Spykar has successfully transcended the
traditional denim maker image and moved towards
catering 'total casual dressing', by providing
complete fashion needs. Currently the Spykar
portfolio encompasses an array of casual apparel,
from the authentic five-pocket jeans to
fashionable denims that includes Cargos, Loozers,
Casual shirts, T-Shirts and Cotton Chinos. Today
Spykar provides a bigger range and more fits,
consistently maintains international standards and
has never set foot in the volume game.
The
Boomerang pneumonic was introduced in 1998. In
spite of all its activity and energy and vitality,
the boomerang always comes back. The Spykar
customer behaves somewhat similarly. He too comes
back for more. This is the kind of loyalty that
Brand Spykar inspires. The same is of employee
turnover at Span Apparels Pvt. Ltd. There has been
a negligible attrition rate in the company over
the last 14 years.
Mr.
Prasad Pabrekar has always been a visionary in the
casual wear segment and, in a short span of 14
years, has made Spykar into one of the leading
Denim brands in the country today.
Mr.
Prasad Pabrekar's vision to make Spykar one of the
best denim brand in the country, in terms of top
of the mind recall, he plans to make Spykar
available at all premium MBOs and large format
malls, apart from opening exclusive stores across
the country, which would present the Spykar range
in totality. Spykar will be the first Indian denim
brand to be retailed in Australia and has also
opened its first exclusive outlets at Glades Mall,
London is scheduled to open its first Exclusive
Brand Store in London.
Mr.
Pabrekar has traveled extensively. In fact the
dream to set up Spykar started with the desire to
travel and experience people and places and
different cultures. Now his travel is more focused
towards building up knowledge on the garment
industry that can be put to practice at Spykar.
Sanjay
Vakharia - Director - Marketing
Mr.
Sanjay Vakharia has been associated with Spykar
Jeans (Span Apparels Pvt. Ltd.) since its
inception in 1992. Quick to spot marketing
opportunities, Mr. Vakharia has been primarily
responsible for the brand image that Spykar enjoys
today.
With
a Master's Degree in Management, his sharp
business acumen saw him rise from the position of
Manager Marketing to Marketing Director. Today he
is responsible for the overall Marketing &
Brand Communication strategies of the company.
Prior
to joining Span Apparels, he worked with Magna
Publications as the Export Manager (Garments)
wherein he was responsible for setting up the
marketing network in the US & UK markets.
Additionally, he was the Marketing Manager for
their Toys & Games division. By 1992, was
heading the manufacturing and marketing of the
denim company, Ragz.
His
focus, in terms of communicating directly to
Spykar's core audience, people in the 14 - 26
years age bracket has never wavered, the product
line and marketing communications have evolved
with the changing tastes of this discerning group.
But the aspirational value of the Spykar brand has
never been compromised.
Under
the astute direction of Mr. Vakharia, Spykar Jeans
has followed a distribution strategy of retailing
through 450 Multi Brand Outlets across India and
Large Format Retail chains ~ Shoppers' Stop,
Lifestyle, Pyramids, Globus, Pantaloons etc.
Spykar also retails through exclusive stores
across the nation.
Mr.
Vakharia is currently spearheading Spykar Jeans
foray into retail business, having already set up
52 Exclusive Spykar Jeans Outlets and plans are
afoot to have a total of 150 exclusive stores by
2008. Spykar Jeans's retail strategy has taken the
brand to the Middle East and will also have the
brand retailing through exclusive stores in
Australia and Malaysia. Mr. Vakharia has a keen
eye on everything about the stores - right from
the theme, décor, aesthetics, music, to the range
of garments and accessories displayed.
Mr.
Sanjay Vakharia has traveled extensively. Each of
these visits are undertaken to acquire knowledge,
be it garments or accessories or marketing
techniques and POS material. And these inputs have
really propelled Spykar Jeans in to a truly world
class denim brand, where the accent on quality of
the garment never wavers. And at the same time
delivers a product that is easily distinguishable
from the rest of the brands in the denim market.
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