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Men’s apparel brand Indian Terrain has got into the accessories business with socks and boxers.
Several apparel brands such as Allen Solly and Arrow offer accessories as part of their portfolio. While it is still a small category, brands say it is a growing business.
“We are not taking a cue from other brands, but we want to carry our brand into further domains in the men’s wardrobe,” says Amitabh Suri, Senior Vice-President.
“If your bags are lost at an airport, we want to fix you up in our store. Right now, Indian Terrain doesn’t have the complete portfolio.”
Socks and boxers go well with the brand’s strength in trousers, says Suri. “Our latest launch – the Brooklyn khaki trousers – is worn slightly lower on the waist like denims. When you sit down, the brand gets two visible spots to play with – the waist with boxers and the ankle with socks.”
Keeping to the brand’s mid-premium positioning, Indian Terrain has kept prices affordable (boxers Rs 399 and socks Rs 169-199), only Rs 50 or so above Jockey and VIP, he says.
Distribution
While the brand may find consumers in its own stores, the real challenge is distributing it outside, says Suri. Apart from exclusive outlets, the socks and boxers are also being rolled out in departmental stores such as Shoppers Stop and Lifestyle.
“We are also talking to a few distributors dealing with Jockey and VIP. One needs enough points of sale for this business to kick off.”
Belts will be launched by the end of this year (2013-14). Shoes are also on the cards.
The “smart casuals” brand, targeted at 35-40-year-olds, is also looking to launch a denim sub-brand next year to appeal more to younger people.
> swetha.kannan@thehindu.co.in
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