The Hindu Business Line : Digjam plans foray into men's ready-to-wear segment

BIRLA VXL is planning to foray into the men's ready-to-wear segment with its Digjam brand. Digjam, which is a popular name in the worsted fabrics segment, is already into ready-to-wear in the export market.

Mr Anand Parekh, Managing Director, Birla VXL, told Business Line that the company is planning to look into the entire gamut of menswear such as trousers, shirts, jackets and so on.

Mr Parekh said that there is a huge opportunity in the men's formal ready-to-wear segment, as most of the leading menswear brands are inclined more towards casual clothing.

"Formal clothing forms just five per cent of the total portfolio of most of the leading menswear brands in the country. Therefore, this is a virgin category, waiting to be tapped."

Mr Rajiv Pal, Marketing Head, Birla VXL, said that the brand would make its entry into the ready-to-wear category with the launch of branded trousers in 2006.

The Digjam brand underwent a complete revamp last year and has been repositioned with a new tagline which says - `Digjam. Dressing the World'. The new positioning, according to Mr Pal, is targeted at young achievers, unlike the brand's previous positioning, which concentrated on senior executives.

In sync with its new brand positioning, the company has launched a new collection of jackets, Free Spirit Collection. "This is a blend of formal and casualwear fabrics of jackets. The collection consists of a variety of stripes and cheques which are in vogue today," said Mr Pal.

The company has also recently launched a print campaign, which would be followed by a television commercial, which talks about the company's new brand positioning.

Mr Pal said that the media campaign would be supported by an extensive direct marketing exercise and that the company has allocated eight per cent of its turnover for marketing and advertising activities.

Mr Parekh said that the company registered a topline growth of 10-12 per cent last fiscal, while its operating profits grew by 210 per cent. "Our growth over the last 12 months has been heart-warming. The company faced a bad time for a couple of years but we are back on rail now."

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