Over the next two years, Pergarn plans to introduce active swimwear tailored for water sports enthusiasts, featuring performance-driven designs that provide greater support and durability…
Founded in 2023, Pergarn is a homegrown swimwear brand that strives to revolutionise the swimwear industry by seamlessly combining style, comfort, and functionality. The brand is committed to creating designs that cater to a diverse array of body types and lifestyles, ensuring that its products meet the evolving needs of customers.
Mission and Vision
Discussing the brand’s mission and vision, Vickram KJ, Managing Director of Pergarn, states, “Our mission is to empower individuals to feel confident and comfortable in their swimwear, whether lounging by the pool or engaging in water sports. Our target audience includes fashion-conscious individuals ranging from young adults to mature customers who value quality, comfort, and style.”
Emerging Categories
Pergarn’s key categories encompass swimwear for men, women, and children, and swim accessories such as cover-ups, swim caps, and bags. In the next two years, the brand plans to introduce active swimwear tailored for water sports enthusiasts, featuring performance-driven designs that provide greater support and durability. Additionally, Pergarn is looking to expand into shapewear and compression garments.
Product Innovation
To ensure product innovation, Pergarn utilises high-quality, stretchable fabrics that offer optimal fit and support. Its trendy yet practical designs allow customers to enjoy their swimwear both in and out of the water.
Vickram emphasises, “We conduct regular customer feedback sessions and collaborate with designers to continuously innovate and enhance our product offerings.” Moreover, Pergarn is dedicated to inclusivity, offering an expanded size range that accommodates all body types, from petite to plus-size, enhancing comfort and fit. The brand also integrates advanced fabric technologies, including moisture-wicking and quick-dry materials, ensuring comfort and durability.
Vickram explains, “Our swimwear features antimicrobial properties to maintain freshness, and we incorporate sustainable fabrics made from recycled materials, reflecting our commitment to environmental responsibility. The brand is also exploring the integration of UV-protective fabrics and smart textiles to monitor hydration levels during physical activity, thereby enhancing the functionality and performance of its swimwear.”
Strategies
The brand employs a competitive pricing strategy that reflects the premium quality of its products. By offering a diverse range of price points, Pergarn ensures accessibility across different market segments. The brand is also exploring partnerships with premium retail chains and resort boutiques to effectively reach our target audience.
Through a strategic combination of competitive pricing and retail partnerships, Pergarn aims to establish a strong presence in key urban centres with high foot traffic, particularly in cities.
Marketing Campaigns
Pergarn implements initiatives including targeted marketing campaigns, seasonal promotions, and collaborations with influencers who resonate with its brand ethos. Vickram explains, “As a significant touchpoint of our marketing strategy, we leverage platforms like Instagram and Facebook to showcase our latest collections, engage customers through interactive content, and run targeted ads.”
Additionally, the brand is dedicated to providing a seamless omnichannel experience. Its website features virtual try-on tools and detailed size guides to assist customers in finding the perfect fit, while easy returns and exchanges enhance confidence in online shopping.
Revenue and Expansion Plans
Commenting on revenue generation, Vickram states, “Currently, 90% of our sales come from online channels, with significant growth expected as we enhance our digital presence. The rapid growth of e-commerce has posed challenges, such as maintaining consistent sizing standards and ensuring product quality across platforms. We have implemented strict quality control measures and developed comprehensive online size guides to reduce returns due to sizing issues.”
“Over the next few years, we plan to expand into Tier II cities and beyond by establishing a strong physical and online retail presence. Internationally, we aim to enter select markets in Asia and Europe, where demand for high-quality swimwear is growing. Strategic partnerships with local retailers and an enhanced e-commerce platform will be key to our expansion strategy,” he concludes.
