Wrogn is a very popular Indian youth fashion brand which is known for its bold designs, trendy casual wear and modern street style collections. Since its launch in 2014, the brand has become a favourite of young consumers who are looking for stylish yet affordable clothing. Behind Wrogn’s success is Indian cricketer Virat Kohli, who co-founded the brand with Universal Sportsbiz Private Ltd (USPL). Unlike many celebrity-backed businesses, which do not get involved in the day-to-day growth of the company, Kohli has played an active role in building the brand’s identity, which has made Wrogn one of the country’s most successful celebrity fashion ventures.
Born in New Delhi on November 5, 1988, Virat Kohli is a name that comes up at the top of any list of great cricketers of all time. While his success in the sport has made him a global icon, he has also proven to be a very astute business person. Over the years, Kohli has put his money into many different businesses within the fitness, hospitality, sports and fashion sectors. Wrogn is one of his most publicised ventures, which is also a display of his personality, confidence and that unique sense of style.
When the concept for Wrogn came to light, Kohli saw a void in the Indian fashion scene. Young people were looking for a premium look without the international price tags. Also, at the time, many local affordable brands lacked originality and quality. Presenting this as a chance, Kohli teamed up with USPL to develop a fashion label which would put out modern design, quality fabric and reasonable price points. We wanted to present Indian youth with fashion that fit their lifestyle.
What is very interesting about the brand is its name. At Wrogn, we use a play on words, which is an intentional misspelling of the word “wrong.” The name is a symbol of going against the grain, of breaking out of the mould and living out your individuality. We don’t follow what society tells us to do; instead, the brand is all about you and your confidence. That philosophy has become the base of Wrogn’s identity, which in turn has a very strong connection with our young audience.
Wrogn’s focus is on casual men’s wear and lifestyle fashion. We offer graphic tees, printed shirts, jeans, jackets, hoodies, sweatshirts, joggers, polo shirts, shorts, trousers, and we also have fashion accessories. We put together elements of streetwear, athleisure and contemporary fashion which appeal to the college-going crowd as well as the professional and any person who is into great-looking everyday wear. We are into providing premium quality at affordable prices, which in turn makes us approachable to a large audience in India.
Wrogn’s greatest hit to date is its large retail presence. We see the brand in its own stores, in exclusive brand outlets, within multi-brand retail chains, and on large e-commerce players like Myntra, Ajio, Flipkart, Amazon, and Tata CLiQ. That is their go-to market strategy, which we may term as an omnichannel approach, which serves to put the customer at the centre by making shopping easy, whether online or offline. Also, as online fashion shopping is on the rise, Wrogn has managed to expand into the large metropolitan as well as the smaller city markets.
Marketing is a large element of how these brands have grown. While Virat’s public appeal does bring people to the brand, at the core, Wrogn has developed through what they put out there in terms of creative ad campaigns and digital interaction. They are focused mostly on issues of confidence, originality and self-expression instead of just pushing products out. Also, through the use of social media, which includes Instagram, Facebook and YouTube, Wrogn puts out new lines, campaigns, and works with influencers. This digital-first strategy has helped the brand maintain its place with the youth and fashion-aware audience in India.
In the case of Wrogn, Virat Kohli’s active role is uncommon in many other celebrity-owned brands. He goes beyond just ad appearances to play a role in product development, branding, and the business as a whole. Also, his personal style, which is very much a part of the brand identity, allows customers to put on what, in essence, is an Indian sports icon’s fashion. This truthfulness has played a role in building up customer trust and long-term brand loyalty.
Despite what is at present an impressive growth rate, Wrogn competes in one of the world’s toughest fashion markets. In this market, in which international players like H&M and Zara, and also Indian labels which include Flying Machine, Mufti, and Jack Jones play, Wrogn’s customers are a common target. To stay in the game, Wrogn is consistent with its collection updates based on what is current in fashion at the time, which, at the same time, does not sacrifice quality and price point. This balance between what is new and what is valuable has been what has made the company so successful.
Looking forward, Wrogn has what is to become large-scale growth. In the area of sustainable fashion, we see an opportunity for the brand to introduce eco-friendly fabrics and adopt more environmentally responsible production methods. Also, we will see growth via technology, which includes AI-powered shopping recommendations, virtual try-on rooms, and a personal online experience, which will, in turn, strengthen our market position. Also, with Virat Kohli’s international fan base, we may look to expand into cricket crazy countries, which also presents a future growth strategy.
Today in Wrogn, we see beyond a clothing brand; we see in it a symbol of confidence, of individuality and of modern youth culture. From a celebrity-supported start-up, Wrogn has grown into India’s preeminent fashion label. Virat Kohli’s vision, along with smart business plays and consistent innovation, has made Wrogn a brand that is trusted by millions of customers.
At large, Virat Kohli’s story at Wrogn reports that the success of celebrity business goes beyond just fame. He has put in active effort, studied what the consumers want and is dedicated to quality, which has in turn built a brand that is doing very well in India’s growing fashion space. As Wrogn expands into new products, adopts new technologies, and looks at international markets, it is set to do very well and will, for some time, be one of India’s preeminent youth fashion brands.
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