Siyaram’s launches Zecode as youth-focused fashion brand, open four Bengaluru stores

Apparel business Siyaram’s has launched ‘Zecode’ as a Gen Z focused clothing brand, marking its entry into the value fashion business. Zecode will make its retail debut with four stores in Bengaluru this week and plans to adopt an omni-channel expansion strategy.

“We are targeting a highly modern Gen-Z consumer in which India’s demographic landscape is currently tilting towards,” said Siyaram’s executive director Gaurav Poddar, Indian Retailer Bureau reported. “At Zecode stores, we will be offering a fast-fashion value retail format with all products priced under Rs 1,000… We are starting with Bengaluru for offline expansion because it is a city with a high concentration of educational hubs and abundant job opportunities in industries like IT and other emerging sectors, making it a vibrant centre for the youth population.”

In order to meet the shopping needs of Gen Z consumers, Zecode will expand with an omni-channel strategy. The brand’s website currently features a catalogue of a selection of its designs but e-commerce operations are planned for the near future. Moreover, a total of six Bengaluru addresses are listed on Zecode’s ‘store finder’ segment of its website suggesting a further two Bengaluru outlets are set to open soon.

“We will operate both small and big box format stores,” said Zecode’s chief executive officer Jayakar Shettigar. “The small box format, covering 5,000 square feet, is ideal for high-potential locations with a large customer base. The big box format, at 10,000 square feet, will include a full range of categories- men’s, women’s, kids’ wear, accessories, and footwear.”
 
Zecode’s stores will launch with 5,000 SKUs across the men’s, women’s, and children’s wear categories. The ground floor of the stores will be dedicated to youth fashion and additional stores will house children’s wear and fusion style garments to cater to the whole family.