The Hindu Business Line : Trigger in for makeover — KG Denim plans casualwear foray

AS expectations mount over the entry of international garment brands into the country post-2005, KG Denim Ltd has opted to re-position its Trigger brand to face up to the competition.

The company, however, does not think domestic brands will crack under the international onslaught since it is not merely brand names but the pricing of products that would prove crucial to gain a share of the domestic market pie, according to Mr N. Rajha Gopallan, Chief (Fashion Management), KG Denim Ltd (Garments Business Division). KG Denim is also entering the casualwear segment and will outsource the products.

Speaking to newspersons, Mr Rajha Gopallan said the fashion business was dynamic, and that the company was trying to upgrade itself to be in line with the latest trends. He said Trigger, which was a basic brand earlier, will now be re-positioned as a `youth icon brand.' It will also sport a new logo — `Trigger 1932 Jeans Inc' — with the year signifying the KG Group's entry into the textile business.

The company has drawn up a launch plan to showcase its new range of jeans in Coimbatore now and later in Bangalore, Chennai, Hyderabad, Mumbai, Delhi and Kerala.

For the first time, the company is interacting with retailers to know their response before the product hits the market.

Mr Gopallan said KG Denim was also revamping its distribution network to consolidate its presence in North and Eastern India and shift from its image of being a South-centric brand. The company will also launch casualwear for men, women and kids by August-September this year. These would be smart casuals catering to the upmarket segment in metros and mini-metros.

He said KG had launched five new collections of jeans, styled Basix, Corroded, Wounded, Abyss and Burnished. Each style would come in 6-10 different types of washes. Mr Gopallan said foreign buyers, particularly from Italy and other European nations, had visited the plant and some of them had placed orders. But the company would tread the outsourcing path cautiously, he said, adding that 50-60 per cent of the fabric produced is exported.

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