We promote buying less, creating versatile wardrobes and avoiding excessive fast fashion purchases: Karan Singh – Aristobrat

In the dynamic world of fashion, Aristobrat stands out by steadfastly refusing to chase fleeting trends. Unlike many brands that pivot with every new fashion wave, Aristobrat focuses on slow fashion, emphasizing minimalistic, timeless clothing. This approach has firmly positioned Aristobrat as a brand that delivers affordable luxury, offering pieces that remain stylish and relevant for years, priced at about a third of comparable brands like Massimo Dutti or Mango.

“We are not a fast fashion or a trend-first brand; rather, we are a slow fashion and minimalistic or simple fashion-first brand. We do not chase trends or changes. One thing that is going to be constant is timeless, essential fashion/clothing. Trends like streetwear, baggy pants, and a lot of other trends in clothing will come and go, but timeless, sensible clothing will always sustain, and that’s where ‘Aristobrat’ is positioned as a brand. We are a brand that brings affordable luxury fashion which is timeless in nature and is priced at a third compared to brands like Massimo Dutti or Mango,” said Karan Singh, Director & CEO of Aristobrat, in conversation with Medianews4u.com.

Aristobrat targets men aged 23 to 37, particularly millennials who are keen to explore new brands and are active online shoppers. This demographic aligns perfectly with Aristobrat’s focus on quality and sensible fashion choices.

 Brand Philosophy

One of Aristobrat’s unique distinctions is its commitment to a narrow color palette and the promotion of sensible purchasing. Instead of encouraging frequent shopping sprees, Aristobrat advises consumers to buy fewer, higher-quality pieces that can be mixed and matched to create versatile wardrobes.

“The unique distinction of Aristobrat is that we bring the consumers a narrow color palette. We sell a very compelling story where we tell people that they don’t need to shop very often to stay on top of trends because what a fast fashion brand does to you is that it makes you believe that you don’t have enough and you end up buying more although you have enough clothes. We tell them to buy fewer clothes and make sensible purchases where you can mix and match to build a versatile wardrobe,” Singh said.

He further added, “With our narrow palette colors, we say that 70% of the wardrobe should be pieces of clothes which you wear often, 20% should be occasional wear, and the rest 10% should be the clothes which you rarely wear. If you follow this kind of dressing, you are going to end up with clothes that have immense repeat value.”

Aristobrat’s commitment to quality is evident in its meticulous fabric selection process. The brand uses Tencel cotton, a fabric derived from wood pulp grown exclusively in Austria, and other specially tested blends. 

Unlike many brands that use readily available fabrics, Aristobrat’s rigorous selection process sets it apart. Additionally, the brand has outsourced its quality checks to Intertek, a British multinational company, to ensure unbiased assessments and top-notch product quality. This dedication to excellence is reflected in the brand’s impressive repeat customer rate of 41%.

Innovation with Tjamas

Identifying a gap in the market for lightweight, casual bottom wear, Aristobrat introduced Tjamas. These trousers are designed to be worn both at home and in casual settings, filling the void between heavy denim and structured chinos. Tjamas feature an elastic waistband to accommodate various body types, making them both comfortable and stylish. The success of this product was so significant that Aristobrat had to trademark the name Tjamas.

Expansion and Market Presence

Until April 2024, Aristobrat focused on its direct-to-consumer (D2C) website, emphasizing exclusivity. However, recognizing the importance of effective brand storytelling, the brand has since partnered with Myntra and plans to expand into a couple of luxury marketplaces by 2024-25.

“While the online sales were just on our D2C website, we understood that people were buying into the brand story but not our products. We believe that a lot of third-party marketplaces won’t be able to narrate the brand story and objective the way we are saying it. Myntra was in talks with us for about 6-8 months, and they gave us the confidence that they will communicate the brand story and healthy partnership. Going forward, we will be present in a couple of luxury marketplaces by 2024-25,” Singh said.

Additionally, Aristobrat is opening two offline stores in Bengaluru and Hyderabad to enhance its credibility and reach. These physical stores will help counter the perception of the brand as just another Instagram shop, providing a tangible presence that builds consumer trust,” Singh underlined.

“We don’t intend to expand to 30-40 stores (which will be a plan in the next 5-10 years) but this year we want to have two stores in Bengaluru and Hyderabad, where we have high ticket orders,” he added.

Mumbai is Aristobrat’s top market, followed by Hyderabad, Telangana, and Bengaluru, Karnataka. The brand has gained significant acceptance in Tier 1 and Tier 2 cities, where consumers appreciate its brand language and quality. Interestingly, Tier 2 and 3 cities also show strong purchasing power and disposable income, contributing to Aristobrat’s diverse customer base.

Despite the challenges posed by the pandemic, Aristobrat has achieved remarkable growth. As a completely bootstrapped company, it has maintained a 140% annual growth rate and a 17% EBITDA. Singh emphasizes that Aristobrat focuses on building a sustainable, financially stable business rather than chasing valuations and funding.

Average order value of the brand is Rs 2900. 

Marketing Strategies

Aristobrat’s marketing strategy is heavily digital, with 90% of its ad spend on Meta (Instagram and Facebook) and 10% on X. The brand also leverages newsletters and social media interactions to connect with consumers. Singh and his team frequently engage with followers, adding a personal touch to their marketing efforts.

The brand emphasizes top-notch packaging and a seamless customer journey from start to finish. Each product includes a personal note signed by Singh, enhancing the post-purchase experience. This comprehensive approach to marketing and branding ensures a memorable consumer journey.

“We believe in going back to basics and fundamentals when it comes to marketing. I believe that you need to know your pricing and customers very well. Online is just a channel for you to reach a lot of people very quickly. The packaging has to be top-notch; social media will provide the initial experience. When the customer visits your website, it should have all the information that converts to business. The post-purchase experience also should be good. Once the product is received, there is a personal note signed by me that goes with the product. There is a hand-holding that goes until the consumer tries the product. For us, marketing and branding is all about communicating and providing a top-class experience from start to end of the consumer journey,” Singh concluded.