SpyBy combines the vision of creating affordable yet premium kids’ fashion with a strategic approach to growth and sustainability, positioning itself as a promising player in the Indian retail landscape.
Overview
SpyBy is a new vertical of Paluck Technologies Pvt. Ltd., a diversified conglomerate involved in the Infrastructure, Telecom, Construction, Logistics, Electrical, and Solar sectors. Established in 2010 by Group MD Navin Katiyar, Paluck Technologies has grown into a workforce of over 500 employees with offices in more than 15 cities in North India. SpyBy was conceptualised when Katiyar noticed a gap in the market while shopping for his children, inspiring the launch of a kids’ wear lifestyle brand.
Unique Selling Proposition
SpyBy distinguishes itself by offering world-class styling, designs, and quality at affordable prices. Competing with both international and domestic brands, SpyBy’s range is designed to appeal to modern kids, especially those influenced by Western fashion. The focus on premium quality and subtle designs sets SpyBy apart in a crowded market.
Product Range
Product Range SpyBy offers a comprehensive range of apparel for boys and girls aged 3-14 years, including:
• Boys: Shirts, trousers, T-shirts, jeans, sweatshirts, pullovers, joggers, jackets, and co-ord sets.
• Girls: Tops, T-shirts, sweatshirts, pullovers, jackets, dresses, joggers, and denim jackets.
The brand releases around 300 SKUs per season, with a 60-40 boys-to-girls ratio. Denim is a strong focus, comprising 40% of the range with over 100 SKUs per season. Unique print techniques and surface embellishments further differentiate SpyBy’s products.
Technological Integration
While SpyBy does not directly utilise technologies from its parent company, Paluck Technologies, it acknowledges the increasing role of technology in online retail. The brand emphasises the importance of fashion trends, innovative fabrics, and organic materials in driving the future of fashion retail.
Customer Value Proposition
SpyBy is in its early stages, gathering customer feedback and aiming to establish a strong market presence. The brand is committed to understanding consumer needs and continuously improving its offerings.
Consumption Trends
SpyBy has observed significant demand for vibrant, colourful knitted topwear, which accounts for 50% of sales. Denim jeans and shorts are also increasingly popular among kids.
Marketing Strategies
SpyBy’s marketing strategies include:
• Social Media Marketing: Leveraging social platforms to reach a broad audience.
• Visual Merchandising (VM): Enhancing in-store displays and experiences.
• Future Initiatives: Region-specific outdoor campaigns, shows, print media, and fairs.
Expansion Plans
SpyBy is committed to understanding consumer preferences and keeping pace with international trends. Expansion plans include:
- Partnerships: Collaborating with corporates and retailers like Reliance and Shoppers Stop.
- Geographic Expansion: Targeting regional large format stores and premium multi-brand outlets beyond North India.
- Exclusive Brand Outlets (EBOs): Planning to open EBOs once accessories and footwear offerings are available.
Online & Offline Growth
SpyBy aims for a balanced growth strategy between online and offline channels, recognising each channel’s distinct customer bases. The brand is in the final stages of constructing its interactive website.
Sustainability Initiatives
SpyBy is dedicated to sustainable fashion, committing to methods that reduce environmental impact and promote ethical production. Initiatives include:
• Consumer Engagement: Campaigns encouraging creative alterations to worn garments.
• Clothing Donations: Promoting the donation of old clothes.
Financial Growth
SpyBy aims to achieve a turnover of 100 crore INR by FY 2026-27 and is on track to meet this milestone.
Importance of Tier 2 & 3 Cities
SpyBy sees significant potential in tier 2 and tier 3 cities, alongside metropolitan areas. The brand recognises the narrowing gap in fashion trends due to widespread social media influence and plans to cater to these markets extensively.
