People Tree

Indians have always had a penchant for all things foreign, so it comes as no surprise that Bisou-Bisou, the firang fashion label is thriving in the city. A relatively new entrant into the market -- Bisou-Bisou was launched a year ago -- the brand has grown by leaps and bounds in the last six months. Thanks to Hari Chellaram and his cousin Sohni Daswani, the brains behind Designer Imports, the company set up to market and distribute both Bisou-Bisou and Fiorucci.

So far, Designer Imports has been very low profile. For instance, when they first took over Bisou-Bisou, late last year, they simply held a press lunch at Indigo, where they recreated a Bisou-Bisou shop. "That way the press could see and feel clothes. Also they could look at the price tags, and see how affordable the clothes are." The company also tries to give their retail outlets as much backing as they can by advertising.

They also make sure that their clothes are affordable to all pockets. The company has specially-appointed discount stores which sell stock that one season old. "Fashion is very seasonal, so it makes sense to discount old stock," says Sohni. With 200 fresh designs every month, there is always a wide variety to choose from. "Also we don't stop new lines from coming in just because some of the older lines have not sold yet," says Hari. According to Tie-Ups Dipika Aggarwal Bisou-Bisou's discounted wear (often as high as 40 per cent off) is selling almost as fast as it makes its way into the store. "It's a great idea. Why should they send old stock back, when it can be sold at a discounted price where it sells so well," she says.

Copyright © 2000 Indian Express Newspapers (Bombay) Ltd.