Catching up the trend of the growing awareness about fashion and brands in smaller towns, OCM is planning to target the emerging young consumers in Tier II and Tier III cities. The company’s rapid retail expansion strategy by penetrating smaller towns hints at plans to achieve revenue targets quickly. Hoping to achieve 7-8 percent growth by 2014, OCM plans to invest Rs 50 crores on technology upgrading and another Rs 15 crores on brand promotion through 25 new stores in small towns. Rapid expansion of OCM stores in small towns will be an added advantage for the companies dealing in in-store displays and signs in the retail sector.
