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A Wrangler store in Bangalore.

Swetha Kannan

Bangalore, Sept. 6 Traditionally perceived as a men’s denim wear brand, with its cowboy image, Wrangler is looking to sharpen its focus on women’s wear. It plans to create a separate sub-brand for women’s denim wear with “a complete collection and unique identity.”

Says Mr Anshul Chaturvedi, Marketing Manager, Wrangler: “Men’s denim wear has always been our focus and forte, although we do have products for women too. But we recently shifted focus to women’s wear by putting in place a dedicated team of women merchandisers.

“If you pick up a women’s denim today, you will realise it’s a woman’s denim, because of the elements we have used. The product detailing has changed. The trims, the branding and stitching are different to make the garment more feminine. Earlier, it all used to be the same – same trims and fabric. New fits have been introduced as especially for women, the fit is very important. We now have slimmer and tapered jeans — as a precursor to international fashion trends.”

Women’s wear contributes 20 per cent of Wrangler’s Rs 65-crore sales. This has grown from around 3 per cent in the early days. (The Wrangler brand was launched in 2000.) The brand plans to increase the contribution of women’s wear to 30-35 per cent this year. Apart from creating a separate sub-brand, Wrangler is toying with the idea of roping in a female celebrity for a brand fit in the future. (The brand already has actor John Abraham as its ambassador.)

Denim wear brands are increasingly focussing on women’s wear by creating sub-brands and special fits for women. For instance, Levi’s last year launched the ‘Diva’ brand with various styles and fits that suit the Indian woman.

More Stories on : Brands | Readymade Garments | Gender

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