The Hindu Business Line : Apparel brands keen to take off ‘niche’ tag

For a change
Arrow, Excalibur want to be known as ‘lifestyle’ brands, not ‘shirts’ brands.
55% of Flying Machine’s sales come from non-denim products.
Peter England recently entered sub-premium category
with ‘Elite’ brand.

Swetha Kannan

Bangalore, Nov. 21

Core competency seems to be a thing of the past.

It pays to poke into every available space. Apparel brands are increasingly realising this as they shed their niche tags and widen their basket of offerings.

Brands are not content being known for one core speciality; as they aspire to set style trends, they want to offer complete wardrobe solutions.

This broadbasing of offerings has affected brand positioning and perception too.

Brands like Arrow and Excalibur do not want to be known just as ‘shirts’ brands, but as ‘lifestyle’ brands catering to every consumer need from apparel to accessories.

While Flying Machine and Lee aspire to be known as ‘fashion’ brands rather than mere ‘denim’ brands.

We want to give a “direction to styling” and want to be positioned on the lifestyle-fashion platform, says Mr Chakor Jain, Business Head, Lee.

‘next logical solution’

Says Mr Alok Dubey, Vice-President – Business Head Own Brands, Arvind Brands: “Brands entered the market with single product categories and a sound proposition. With consumers asking for more under one roof, specialised brands began entering other categories — this is the next logical evolution.”

From a mere denim brand, Flying Machine (from Arvind Brands) has evolved into a casual fashion brand, offering a range of botttomwear, knits, cargoes and jackets. In fact, 55 per cent of Flying Machine’s sales come from non-denim products, he adds.

Deviating sharply from the all-formal imagery of Arrow (also from Arvind Brands), the brand now offers not just formal shirts but also suits, loungewear, casual wear, and sportswear.

Says Mr J. Suresh, CEO, Arvind Brands, Brands & Retail: “With the number of formal occasions reducing, we didn’t want to restrict ourselves to our core offering of shirts. We want to be known as an expert in dressing — not just in formal clothes. This year we will showcase Arrow’s entire range of suits.”

Newer segments

Brands are also extending into newer consumer segments. Flying Machine is looking to tap the premium segment with its ‘Blue Label’ line. Men’s brand Excalibur is keen on a woman’s line.

Madura Garments is also looking at extensions for all its brands. Whether it’s Louis Philippe’s sub-brand for the youth ‘Lp’ or the trendy ‘V.’ collection from Van Heusen, the idea is to break away from their established moulds as ‘serious’ brands.

Van Heusen and Allen Solly have a woman’s line as well.

And traditionally seen as a value brand, Peter England recently entered the sub-premium category with the ‘Elite’ brand.

Allen Solly is also toying with the idea of a younger line.

“We are constantly looking to leverage our brands into new consumer areas and usage occasions,” says Mr Ashish Dikshit, President, Madura Garments, Lifestyle and Retail.

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