Mohit Dhar Jayal, the Chief Brand Officer at Royal Enfield, reports that their apparel business has doubled in growth this year, attracting even those who don't own their bikes.
Beyond Motorcycles
Royal Enfield, known for its motorcycles since 1955, has successfully positioned itself as a lifestyle brand through its range of apparel and accessories. This move has broadened its appeal beyond just motorcyclists.
Lifestyle Over Products
Jayal emphasizes that Royal Enfield is not just selling products but a lifestyle. This approach focuses on the joy of riding and the adventure it brings, which is reflected in their diverse apparel offerings.
Recent Apparel Initiatives
Royal Enfield recently launched their latest 'Hunter 350' model and unveiled a new fashion line inspired by Mumbai's dynamic style. The collection includes T-shirts, hoodies, denims, and a special edition helmet, aimed at capturing the spirit of the city and appealing to a younger, style-conscious audience.
Strategic Collaborations
Partnering with high-street fashion brands like Huemn, Royal Enfield aims to engage broader audiences who appreciate unique and authentic experiences. Such collaborations help the brand resonate more with youth and urban consumers.
Market Impact and Pricing
The apparel items are priced to reflect their premium positioning, with T-shirts and hoodies designed to appeal to Gen-Z shoppers. The brand's strategic use of apparel helps reinforce its identity as a lifestyle brand, not just a motorcycle manufacturer.
