Flying Machine, part of Arvind Lifestyle Brands and the first denim brand that India had, is currently on a business high, having crossed the Rs100 crores turnover. It plans to close at Rs 140 crores MRP and a company value of about Rs 75 to Rs 80 crores.
Blaze of Brilliance
With a mission to grow in every customer segment, Flying Machine has always had a complementary accessory line such as belts, caps, socks wallets, chains and wrist bands. Flying Machine’s mission is to grow in every segment “A smarter way is to be original and stay connected to your category and not go into someone else’s business and burn your fingers.
Engagement that Enthralls
Flying Machine’s five-pocket jeans with elaborate washes, for graphics, cut and sew details are the most popular. The company follows the fashion cycle with more than four drops in a season so their collections are small but more frequent. They plan only 60 to 70 per cent of their collection in advance and do 30 percent on the run.
The autumn/winter range has been divided into three parts, where all three address a specific activity of the youth. Aptly named the Young and Bold collection, this is almost 50 per cent of their line as the company’s target group is college students and early first jobbers, between 15 and 21.As a vehicle for promotion and self-expression by youth, Flying Machine has signed in Ankit Fadia, designer Michael Foley and around 40 music bands as brand ambassadors.
2007 marked the year of come back with no looking back for Flying Machine. What followed was a steady conquering of the market even while taking on biggies like Levi’s, Wrangler etc. On one side the brand consistently delighted consumers with top-of-trends designs and on the other it grew to make an enduring connect with its bold, clutter-breaking communication. With campaigns like “Don’t Tag Us” and “What an Ass” to its credit, Flying Machine today represents not just the new cool in trends, but also the new cool in attitude.
The brand instigates the perception of youth fashion & maintains a unique position in market with some customer adoring groundbreaking patterns.
1. Flying Machine, part of Arvind Lifestyle Brands and the first denim brand of India.
2. They plan only 60 to 70 per cent of their collection in advance and do 30 per cent on the run.
1. With campaigns like “Don’t Tag Us” and “What an Ass” to its credit, Flying Machine today represents not just the new cool in trends, but also the new cool in attitude.
2. 2007 marked the year of come back with no looking back for Flying Machine conquering the majority denim market .