Fastrack was launched in 1998 as a sub-brand of Titan. It was spun off as an independent Accessory brand targeting the urban youth in 2005. With a vision to become a complete fashion brand for the youth, Fastrack quickly extended its footprint to sunglasses in 2005 & then Bags, Belts & Wallets in 2009.
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Fastrack’s provocative, tongue-in-cheek advertising, its unique & affordable designs & its quick extension across categories ensures its popularity with the urban youth audience, making it one of the fastest growing fashion brands within the country. Its growing presence on Facebook – a fan base that now touches 6 million, keeps it in touch with its audience.
With enough categories to fill up a store, Fastrack ‘moved on’ to open its exclusive store chain for its young consumers across the country. The store is positioned as a complete accessories destination with all Fastrack gear under one roof. The first store was opened in Pune in 2009; which has now grown to over 150 stores.
There are a lot of brands in India today that target the youth. With 600 million people (50% of the total
population) in this country under the age of 25, that isn’t much of a surprise, something that has been flaunted ad nauseam. Very few brands though talk only to the youth and more importantly, get it right, at least some times.
Fastrack is today a fairly popular brand of fashion accessories among the youth. Launched as an independent brand in 2005, its growth has been staggering. From selling 1.5 lakh watches and 0.75 lakh sunglasses then, today Fastrack sells more than 2 million watches and 1 million sunglasses a year. It has recently also launched another brand extension with its range of bags, belts, wallets and wristbands along with now having its own exclusive retail chain – the Fastrack stores.
Targeted only to the 15-25 year old urban youth, the brand’s numbers suggest whatever it has done, seems to have worked really well. The brands’ communication strategy though, has always raised a few eyebrows – right from its first campaign as an independent brand in 2005
