Q. Could you brief our readers about yourself? What's the success mantra of this wonderful journey?
This is my 28th year in the apparel and hard goods sourcing and manufacturing line and I worked for international brands like Adidas, GAP, M&S, Target, etc., besides large manufacturers like MAS and Brandix in Sri Lanka. During this journey I have learnt to use simple mantra – to keep all my Stakeholders content by delivering on-time, bringing in transparency across all activity and growing top and bottom lines steadily…. This seems to work most of the time!
Q. Dickies has been doing the rounds in the Safety Industry since a very long decade; could you share with our readers your view of the Safety Industry market globally & in India market?
While Dickies the brand, as part of Williamson Dickies Mfg. Co. was founded in 1922 in the USA and is clearly the Global Leader in the Safety Workwear Market, the engagement with ID Overseas and start in the Indian Market has happened 2 years ago. Workwear has traditionally been associated with uniforms. However, with rapid globalization and more attention to safety standards at the work place, along with brand consciousness more companies and individuals across various sectors are realizing the importance of genuine workwear. The elements of youthful designs appealing to younger workers, made from functional textiles using specialists in manufacturing such workwear exclusively meant for Automobile, Oil & Gas, etc., are examples of how the industry is consciously changing towards use of essential and protective workwear.
Q. What is the latest products launched by Dickies? Could you brief us about their usage & how is it going to benefit the Indian markets?
We offer premium quality products at unmatched value across a vast assortment of Uniforms, Work and Safety Footwear.
In the beginning of 2017, we launched our Safety Shoe Model called “Breaker” which features 3000 C HRO (Heat Resistant Outsole) and this has been welcomed in the market for its multiple features and attractive looks. It is one single model that combines various safety features and is resistant to Oil, Heat, Acid and Water.
Q. What is the initiative taken by Dickies to be the best in the Indian Fire & Safety market?
Dickies are globally known for tough durable performance clothing. It is the brand's legacy and commitment. The brand is known around the world for unmatched value, purposeful design, technical features, unsurpassed quality and innovation.
In the Indian market, the intent to use the above advantages and strengths from the global brand is regular practice and all styles that are introduced in this market are duly approved by Dickies HQ in USA. The extensive R&D that goes into ensuring the product is 'India-ready', given the different conditions that prevail in industry across the subcontinent, thereby providing the right product for relevant industrial usage.
As workers across multiple industries adopt Dickies workwear, the focus on new safety apparel features and details will raise the bar for protection of the Indian workforce.
Q. What is your market expectations with regards to the new product launches from the Indian Region? What is Dickies Strategy in India to brand these new products?
We appreciate the progress Indian companies have made towards workers safety initiatives. However, at Dickies we know there is no substitute for nearly a century of expertise in safety workwear design, manufacturing, quality assurance, sales and service.
Over the next 12 to 18 months, Dickies in India will also focus on brand building and expansion efforts across the nation. Besides the efforts that are already yielding results from social media marketing and sales via ecommerce sites, we plan to introduce our first “Guide Store” in Bangalore and spread the branding via advertising in various media.
Product launches from time-to-time will be introduced using these vehicles so that Dickies as a brand is more well-known across the entire market.
Q. Brief us about your Global presence & outreach? How is Dickies positioning itself in the Indian Safety & Fire market?
Dickies brand is present in almost every continent. Major location includes USA, Canada, Japan, UK, Europe, Middle East and Africa. The brand operates over 400 stores globally (Including Dickies licensee in some countries) to address the diverse needs of all consumers in various markets. Dickies as a brand arrives at deeper understanding of each market through direct involvement with end-users and ongoing relationships with partners/licensees in each zone.
It is this diverse, global strength that we will use over the coming seasons in growing the brand across the Indian subcontinent as well.
Q. What are your views regards to the latest developments in Smart cities projects?, How is Dickies going to help in making These mission & projects successful?
Smart cities projects if implement well would be a game changer for India. Dickies Branded Workwear worn by workforce that builds the required infrastructure could impress the prospective FDI investors and make an average Indian town/city look like Dubai as an example of exemplary urbanization.
Recently, we have expanded our market-reach into the Northern India and while we are perhaps delayed in doing so, we are of the firm belief, that the size and scale of industry across the Northern States combined with the nature of investments will bring us a fare share of growth over the coming months.
Indian workwear segment is currently estimated at approximately Rs. 6300 crores, and is expected to grow by 15% annually by the year 2020. The smart city vision should only add to this estimated growth number.
Q. What are the challenges faced by Dickies in India & how are you going to out beat those challenges?
Currently in India, workwear is not driven by individual workforce, but by the business which prescribe the related uniform for his/her team. The biggest challenge is creating enough awareness about specific workwear needs and the minimum quality level. Most Indian companies are yet to completely transition from using smaller suppliers who are not entirely capable of meeting global workwear standards on quality and performance parameters. Besides, most such suppliers of local workwear do not care for compliant production facilities providing for stipulated human health and safety conditions and practices.
Additionally, considering that workwear is treated as a secondary requirement, most organisations do not respect reasonable payment terms which sometimes lead to cash flow issues at our end.
Q. What are the Future Plans of Dickies for Indian and the Global market?
As always the Dickies brand stands for providing values of comfort, durability and functionality at an affordable price to the customer. The efforts to grow and strengthen the Dickies business in the subcontinent will be the primary focus for my team and I over 2017-2018. We have started exploring avenues to market our workwear in Sri Lanka and would be looking at Bangladesh towards the end of the year.
About Williamson-Dickie Mfg. Co.
Williamson-Dickie Mfg. Co. is the world's leading provider of authentic work apparel, specializing in innovative performance work wear since 1922. The company offers premium quality products at an unmatched value across a vast assortment of apparel, footwear, and licensed goods in more than 100 countries. Williamson-Dickie operates through wholly-owned affiliates in the United States, Canada, Mexico, Europe, China, Japan and the Middle East; exclusive licensees and distributors in Africa, India, and the Asia Pacific region; and under the Dickies®, Workrite®, Kodiak®, Terra®, Walls®, Big Smith®, 10X®, Liberty® and Duxbak® brands. For more information, visit www.williamsondickie.com
ID Overseas Private Limited
ID Overseas is a group company of Indian Designs Exports Private Limited. From a humble beginning in 1993, Indian Designs Exports Private Ltd. has grown to become a preferred supplier to some of the World's best-known and most respected clothing brands and listed as one of the top ten apparel exporter from India. We currently employ around 12,000 people and produce up to two million garments per month. For more information, visit www.indian-designs.com