KG Denim, the makers of the Trigger brand of men’s wear, is retailoring its garments to suit the urban youth. "We are also going cool and to be in tow with fashion in the clothing business today. We are repositioning Trigger, the denim brand, as a fashion brand with youth appeal to grab a bigger portion of the Rs 9,000-crore denim market," says Rajha Gopallan, chief - fashion management, KG Denim.
The market is dominated up to 75 per cent by the unorganised sector. To prise open that price sensitive market, new brands and products are being launched across the major metros beginning from the home turf of Coimbatore.
There is also a conscious effort by the core marketing team of the company to break the south-centric image of the company and go to north and North-East to become the darling of the fashionable youth there. New outlets would be opened in all regions, he adds.
KG Denim is also launching kidswear and smart casuals for men and women. They will be outsourced from Coimbatore and Bangalore.
"We are trying to upgrade as a youth icon brand and will be in line with fashion. This will help us prepare for the post 2005 regime, which will witness foray of international brands," he said in Coimbatore.
Trigger will also sport a new tag line 1932 Jeans Inc, portraying the heritage of the company in textile and clothing business.
In line with its new strategy, a range of fresh denim collections were unfolded recently. The new prodigies include ‘Basix, Corroded, Wounded, Abyss and Burnished’.
"This is the first time we are showcasing our merchandise to retailers before the launch of the product in the market," Mr Gopallan said.
The new collections will also be rolled out in Bangalore, Chennai, Hyderabad, Kerala, Delhi and Mumbai shortly, he adds.
In order to build its image as a national brand, Trigger will also be consolidating its position in North and East India. "We are more perceived as a South-centric brand and we will be consolidating our position by opening new stores", said Mr Gopallan. In addition to the existing ten exclusive showrooms, the company is planning to open 30 new outlets by end of this calendar year.
According to Mr Gopallan, denim is more metro-centric and its level of penetration in mini-metros and rural markets is very slow mainly because it is perceived as a non-cotton stuff and costly. ‘‘We want to change this perception and make denim attractive and affordable’’, he said. Major portion of the denim market is grabbed by the unbranded denim products.