Break bounce Brand Study
About Breakbounce:
The brainchild of Goldenseam Textiles Pvt. Ltd., Breakbounce, is a street-wear
brand for the youth. Breakbounce is a casual fast fashion line that focuses on
detailing, style and quality and aims to make current international fashion
available to the discerning Indian shopper. Inspired by Dutch craftsmanship and
European sensibilities, Breakbounce is the current international fashion trends
with focus on quality and promises to take street-wear to "the next level".
About Goldenseam Textiles Pvt. Ltd:
Goldenseam Textiles Pvt. Ltd. (Goldenseam), a part of Mandhana Industries, is a
leading garment manufacturer. The company was incepted in 2004 with a vision
to collaborate with the international fashion powerhouses and to create
tomorrows fashion influences.
Brand- Straight off the international runways, Breakbounce streetwear brings
the latest trends in streetwear to the Indian shores. The brand is a way of life, an
ode to the street culture, something that was missing in India until now. Inspired
by Dutch craftsmanship and European street fashion nuances, Breakbounce
makes gear that you can go out in, play in, attend some formal this or that in, or
just spend a lazy Sunday with the boys.
Bangalore-based Breakbounce, a street-wear fashion brand has ventured into
Indian apparel industry by partnering with Myntra.com to market its products.
Breakbounce clothing is now available to consumers exclusively on Myntra.com.
In line with the change in consumer behaviour towards online shopping, the
brand decided to make the entry in an unconventional manner by launching
online first.
Street wear brand Breakbounce is looking at rapidly spreading its retail footprint
through MBOs and EBOs across India. The aim is to be a Rs 25 crores brand by
Spring/Summer 2014 and touch Rs 55 crores by Autumn/Winter 14.
Launch Year: 2012
Parent company: Breakbounce India pvt ltd.
Country of Origin: India
Operating Structure: MBO's
Total EBOs: NA
Total MBOs: 30+
Presence In Cities: 15
Presence in States: 10 states including Delhi, NCR and the Union TerritoryChandigarh
Price Range: Rs 599 to Rs 3,999
Maximum Sales From Regions: Delhi, Mumbai and Bangalore
Breakbounce India Limited is a Public Company incorporated on 11 May 2013. It
is classified as Indian Non-Government Company and is registered at Registrar of
Companies, Mumbai. Its authorized share capital is Rs. 1,000,000 and its paid up
capital is Rs. 500,000.
Corporate Identification Number
U18204MH2013PLC2432
02
Name
Breakbounce India
Limited
RoC
RoC-Mumbai
Registration Number
243202
Company Category
Company limited by
shares
Company Sub Category
Indian Non-Government
Company
Class of Company
Public Company
Authorised Capital (in Rs.)
1,000,000
Paid up capital (in Rs.)
500,000
Number of Members(Applicable only in case of
company without Share Capital)
Date of Incorporation
11 May 2013
Address 1
14, Peninsula Centre,
Address 2
Dr.S.S.Rao Road, Parel,
City
Mumbai
State
Maharashtra
Country
INDIA
Pin
400012
Directors
Director Identification Number
Name
00025449
MANISH BIHARILAL MANDHANA
00464909
SANJEEV MUKHIJA
06509491
VINIT BHADRAKUMAR MEHTA
Brand Presence Online & Offline
The brand is available on various e-commerce platforms including Myntra,
Flipkart and Jabong and with 30 Lifestyle stores. The brand started with Lifestyle
in July 2013 and is now with Lifestyle stores in Bangalore, Delhi, Mumbai,
Chennai, Hyderabad and Pune. Lifestyle Ahmedabad is being added soon, also
getting into Splash and Central. This year the brand will expand through MBOs
and trade channels. By March/April we should be in 50 MBOs and trade channels.
Meanwhile the company is planning to open exclusive outlets starting with
Bangalore. These will be company-owned and managed spread over an area of
1,500 sq. ft. As of now, its key markets are Delhi, Mumbai, Hyderabad and
Bangalore.
Brand equity
Since the brand was primarily available online for the first two seasons, most of
the companys activities are still focused online. Social Media Marketing is a very
strong medium for the brand and did print ads as well and have collaboration
with GQ (GQ Playlist event). The brand has a presence on social media platform.
Facebook 50K fans, twitter 500 followers
Products- Being a real street wear brand, the collection consists of chinos, tees,
jackets, sweaters and sweat shirts. Jackets are the hardy non-denim variety. For
Spring/Summer the brand has introduced caps, denims and footwear.
Brands USP- a balance of quality and affordability
Target clientele- Breakbounce Streetwear fills the gap in the apparel market by
providing high-street fashion, good quality, and detail-oriented craftsmanship to
the Indian youth. Appealing to the youths fashion sensibilities with current
international styles and fabrics that are trendy, daring and cutting edge, in bold
colors, washes and fits, the brand gives them room to experiment and up their
style quotient. Breakbounce Streetwear, not just focusing on demographic
descriptors and numbers, identifies its target audience with lifestyle choices,
interests, passions, curiosity and personalities with more than one description
that cannot be understood from the outside. But in general sense brand is
targeting Male between 17-30 years in urban cities.
The Indian Market- the Streetwear phenomena has come a long way and
originated from many urban street influences. It combined fashion with art,
self-expression and communication, and soon influenced current fashion that
stood for different things across different eras. From the streets of New York
and LA, to the sartorial influences of European street fashion, to the surfer
influences of Australia; modern urban streetwear stemmed from sub-cultures
across the world. The trend soon evolved with street artists launching
streetwear brands, like Obey by Shepard Fairey and Echo by Mark Echo.
Seeing its growing popularity and immediate connect with the urban
consumers, large retailers and brands like Diesel, A&F, H&M, and Uniqlo
started drawing influences from street culture. Today streetwear has
become the ubiquitous expression of youth around the world and has
translated into an international phenomenon. Continents and countries have
begun developing their own distinctive style that reflected their own
cultures. However, in India, most fashion brands still lack individualism and
are reinvented versions of each other. These leading brands are denim
stories, outerwear stories, footwear stories or tee stories. What was missing
was a holistic approach to fashion for men. Breakbounce Streetwear fills a
much needed gap in the apparel market by providing current trending
streetwear to the Indian youth. Breakbounce Streetwear is fast fashion that
focuses on detailing, style and quality across product categories.
While streetwear as a genre is at a nascent stage in India, the demand for
fashion that helps the youth make an individualistic style statement is
staggering. Breakbounce Streetwear is all about individualism not just in
terms of TG but even as a brand in its own standing. In a plethora of casual,
smart-casual, sporty casual, etc., India needs a youth fashion brand that is
not just another rendition of everything else. We took from the streets and
gave it right back. Cut, folded, spun, threaded, knitted and stitched.
Future plans- Currently the brand retails online in India through Myntra.com,
Jabong.com and Flipkart.com. In addition, it is also available offline in leading
multi brand outlets such as Lifestyle-Landmark group, Splash- Landmark Group,
Central Stores and trade channel partners with predominant outreach across the
country. As of now, the brand is available 35 doors across the country and the
number is set to grow drastically to 100+ doors by the end of FY 14.
Breakbounce Streetwear, the definitive streetwear brand for men, has tied up
with Landmark Groups high-street retail arm, Splash Fashions, one of Indias
leading destinations for trendy fashion & accessories. To kick start the
partnership, the brands trend-setting merchandise from its much awaited Spring
Summer 2014 Collection would be made available in eight of the eleven Splash
Fashions outlets in India, located in Bangalore (MG Road), Hyderabad (Jubilee
Hills & Begumpet), Mumbai (Thane & Ghatkopar), Delhi (Pacific Mall), Chandigarh
and Pune (Market City) respectively.
Reaching out to this audience- Breakbounce Streetwear is all about creating
experiences. The brand is interested in making friends and not just consumers. In
line with the philosophy, traction amongst target audiences is achieved by
incorporating unique experiences like hot-air balloon rides and DJ festivals as
brand initiatives across the board. In addition, initiatives are introduced with
partners and alliances in order to foster and introduce their communities to
Breakbounce Streetwear. The launch of Breakbounces new collections is marked
by brand campaigns in sync with the brand values. AW13 witnessed the visibility
of the national brand campaign from Breakbounce across fashion magazines,
radio, print, OOH and social media. Key youth associations were targeted with
the likes of celebrated Indian international cricketer, Shikhar Dhawan and
international radio stations in Mumbai and Delhi. The Dynamic visual imagery,
set against an almost Hollywood gamified setting had 3 sharply styled characters
bursting through urban seams. They quite literally take2thestreets. With
powerful visual imagery that is bound to attract ones attention, the campaign
reached out to the youth, using the device of the hashtag # a symbol that is
frequently used in social media conversations, asking them to bring out about a
change in their lifestyles. Through the season these campaign images were
splashed across leading mens fashion magazines, displayed on large format
outdoor display units with proximity to merchandise availability, in store
branding, social media, digital media and the brands website.
Advertisement - Breakbounce: "Take2thestreets
Media: Print
Agency: Arun Shyamala Kumar
Advertising Agency: Arun Shyamala Kumar Creative Consultancy, Bangalore,
India
Creative Director / Copywriter: Arun Kumar R
Art Directors / Illustrators: Arun Kumar R, Radhesh Radhakrishnan
Photographer: Martin Prihoda
Retouching: Featherwax UK
Published: March 2014
Video Campaign- https://www.youtube.com/watch?v=AqGY6EPrKj8
Experiential Marketing-Breakbounce Streetwear: "Breakbounce Streetwear Hot Air Balloon
Contest gives dreams wings"
Breakbounce has brought that thrill to be savored by Bangaloreans. Breakbounce
Streetwear, the hottest new name in international mens casual fashion,
organized a Hot Air Balloon contest in Bangalore. Spanning across radio, digital
and social media, this initiative was in collaboration with Radio Indigo 91.9. The
Breakbounce Spring/Summer campaign which showcases the SS13 range
focuses on getting out, doing more, being more. What the funk is holding you
back? Thats the summer tagline for the brand. Breakbounce decided to take
away all the obstacles that are holding people back from doing what they dream.
Breakbounce has also arranged for this experience to be shared with the media
fraternity and contest winners. Tethered flight is scheduled for the 23rd of May
2013 at an open aired location in Bangalore city. Breakbounce will also be putting
the contestants and the flying jocks on air on Indigo 91.9 fm during the morning
and evening show.
-The brand has sponsored the GQ playlist this year, The Ska vengers,
Sky Rabbit and anish shood featured at summer house caf, Delhi and
Blue frog Mumbai.
Photo Gallery:
-Breakbounce presents a contemporary showcase of art and fashion on
the 15th of April at Gallery Le Sutra in Union Park, Khar, Mumbai.
Video- https://www.youtube.com/watch?v=Q3za4wNbITk
-The 3 day DJ festival commences with the best of music and DJ talent in
2012
v The day-I of the festival presented over 25 popular DJs including Nikhil
Chinapa and Rohit Barker
v DJs grooved the audience with their thumping beats of house and commercial
music.
v Breakbounce introduces the budding beatboxer Vineeth Vincent to perform
along with other DJs
The End of The World- a 3 day festival of DJs in Bangalore, in association
with Budweiser and Magic moments. The action-packed festival staged over 25
popular DJs which include Nikhil Chinapa, Rohit Barker, Jasmeet, Sasha, Blaque,
Nash, Swing, Praful, TT and Hussian, performing their best of house and
commercial genres of music, to mark the opening. The festival also provided a
platform for upcoming young performers like beatboxer Vineeth Vincent,
supported by Breakbounce to showcase his talent along with other DJs.
Primary Media Contact:
Name- Nitisha Kapur,
Designation- Head of Marketing
Email- nitisha@breakbounce.com,
Contact- +91-9845020040
