Retail Plus
Chennai
Living up to Expectations
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This quiet, unassuming gentleman is carrying forth a legacy, one bound by the trust of his loyal consumers, the sincerity of the workforce he has created and his own passion for the work he does
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Rex Fashions had its modest beginnings as a 150-square-feet tailoring unit nearly half a decade ago. Today, it is a sprawling enterprise with three branches across Chennai, each well over 8,000 sq. ft. and employing a team of over hundred people. While most of the readymade retailers who had their heyday in the eighties are presently floundering, Rex is still going strong. In its own appealing approach, Rex has matched up to the exceptional quality standards of the Indian retail giants.
One of the five founding brothers of Rex Fashions, Mr. P. Ramesh Kumar comes across as calm and genial at first glance. Beneath this cool exterior one perceives the qualities that have made him so successful - the courage to take risks and the perseverance to live up to challenges. “Rex fashions, as we know it today was launched in 1982. Back then, we were the first to introduce Chennai to the indispensable denim jeans,” recalls Mr. Ramesh. On what defines Rex Fashions and makes it a worthy contender in the retail race he says, ”Personal attention to each customer sets us apart. Our helpers in every store are there to assist you throughout the length of your visit, and I can assure you, we never turn any customer away. Sometimes, if the particular goods a customer requires are unavailable, we place an order and personally deliver it to them. In short, we will go to any length to fulfill a customer’s demands. Ours is a brand of loyalty to the consumers. That principle is something lost in the industry today.”
The Mylapore Rex houses an entire store for men. From exclusive men’s bridal wear, to two floors dedicated to stylish branded formals and simple casual wear, Rex certainly has the vote of male consumers. Unlike most stores, Rex has undoubtedly raised the bar on size: the largest available being a 52. This fact alone is proof enough of the Rex obsession to satisfy every customer. When asked about how he viewed the rising competitiveness in his field, Mr.Ramesh said with cool confidence, ”Huge retail names that have recently entered the market, give us an incentive for our own improvisation. Our goals are set higher and our projects are more ambitious. In this case we have come to expect high standards not only from our own organisation, but also from everyone associated with us. We have developed an efficient network of suppliers, garment units and employees. We enjoy the challenge thoroughly.”
Mr.Ramesh or one of his brothers can always be found behind the counters of every Rex outlet. The reason, he explains, is that it makes the customer feel comfortable to see a familiar face welcome them. In fact, he is quite popular in the Mylapore and Velachery circles. As we wind up, Mr. Ramesh reveals what really keeps him determined to stay committed to the Rex: “An old customer of ours who returned from abroad, stepped into the store and smiled to her friend, saying she felt like she was back home. Heartfelt comments like those are really what keep me going.”
SHRUTHI SANKARAVADIVEL
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