Get nautical

RETAIL: Nautica opens concept stores in India to anchor itself in your head.

Nautica Navigator sounds like a naval video game. It is actually an apparel brand owned by America's VF Corp that has just made its debut in India (local licencee: Arvind Brands) with the opening of a 3,700-sq-ft theme store in Delhi and another 6,800-sq-ft one in Bangalore.

Thus the brand drops anchor alongside 172 exclusive showrooms in 60 countries around the world.

What's so special about it? If its signature striped flooring and classic yachting fixtures don't grab you, the clothing should, with its maritime designs, casual cuts and exploratory elegance.

According to Arvind Brand's president, Darshan Mehta, it's an entirely new style of casualwear. "Nautica will have a truly seven day collection "" those that can be worn for casual meeting to boardroom. Something that a man would wear for sailing, golfing, beaching or picnic-ing."

Adds Denise V Seegal, president and CEO of VF Sportswear Inc, a subsidiary of VF Corp: "We see great potential in India, where aspiration levels of consumers are going hand-in-hand with rising purchasing power."

The brand plans 12 stores in India over the next three years, of which nine will be franchised, as the current two are. The Delhi franchise is with businessman Ashok Sachdev; and the Bangalore one is with auto dealer Shyam Advait.

For a casualwear brand, the prices are premium. A woven shirt retails for some Rs 2,500-4,000, trousers for Rs 2,800-4,500 and jackets for Rs 3,500-10,000. These sound all the more steep because few in India have heard of Nautica. But Seegal, who oversees marketing and strategy for Nautica, is confident that the Indian consumer will cotton on soon enough.

"Nautica connects well with consumers' tastes," she says, "and constant research is done on their changing habits."

While the women's collection will be launched in the fall of 2006, the jeans line for both men and women, shoes, fragrances, glares, swimwear and women's bags should hit shelves by spring 2007.

Since VF already has a licencee relationship with Arvind Brands for Lee and Wrangler, Seegal and Mehta expect the going to be smoothsailing.

Once the first few ripples are made, of course.