The FINANCIAL — Clothing store Replay which was born in Italy is now available in Georgia. Major Italian fashion player Replay has entered the Georgian market and has brought with it some high quality denim.
This is a store for men’s and women’s casual wear and footwear. Replay aims its total look at consumers who are looking for quality products, who have taste and who love casual style. Located on Vaja Pshavela Avenue Replay has already received its first clients.
“We expect to successfully compete with other brand stores in Georgia. We offer Georgians quality and tasteful clothes,” said Ia Parkaia, Manager of the Replay store. “Replay has been famous for its jeans collections from the beginning of its existence. Since then it has added different lines. Nowadays Replay offers its men and women clients not just jeans, but casual style clothes as well. This brand is known as a casual store for young people. But all ages of people can be our clients. As for the prices, they are in line with the quality and reputation of the brand,” she added.
The guests invited to the Replay presentation were satisfied with the collection on show and about the presentation event itself. The event was performed by an Italian DJ who was brought from Venice specially for the Replay opening.
Prices start from 200 GEL and go up from there. The store will offer different discount promos to its clients from time to time. “Replay will have special discounts for Christmas. With other stores in Tbilisi Replay will also offer a special surprise to its new clients. As for our future plans, we are going to expand; to add a new store in Tbilisi and other cities in Georgia and to add new lines to the collection. For example we plan to bring children’s clothes here. Also, men’s and women’s lingerie and accessories,” Parkaia said.
The Replay brand was established in 1978 when Claudio Buziol registered a company named Fashion Box Industries. With Replay as its flagship brand, Fashion Box expanded its clothing line to casual shirts in 1981. In 1987, the brand entered the international scene which met it with much eagerness. Two years later, Replay revolutionized denim jeans fashion with its “double ring” design.
The brand is active in socially responsible activities as well. According to Replay officials, since 2006 the Claudio Buziol Foundation has been supporting programmes and projects that help young people in their education and training so that they can develop their creative abilities and artistic expression. It helps them gain visibility and gives them a real chance to fulfil their professional aspirations.
Reply is now one of the leading international companies in the denim sector.
Expansion into new markets and increasing control of the distribution network are key strategic objectives for Fashion Box as well as product vision. At present Replay operates in all European markets and in the Middle East, Asia, America and Africa in over 50 countries and now in Georgia as well.
The wholesale distribution network has 5,000 outlets with 220 retail stores, according to Replay officials. 2009 total annual sales amounted to 272 million EUR and exports account for 85 percent of the turnover.
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