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Trigger to widen product folio, opts multi-brand policy
Dec '11
Trigger Apparels Ltd., the company that makes the well-known Trigger jeans for men, has adopted a multi-brand strategy to augment its retail presence by expanding its product range.

For the purpose, Trigger Apparels has tied up with leading shirt manufacturers to market shirts under their brand name, instead of the Trigger brand.

Explaining the reason for not sticking to Trigger for shirts, Mr. Rajagopalan, Director - Marketing, Trigger Apparel Ltd., told fibre2fashion, “We intend to leverage our brand name only in jeans category. So, we are open to other categories with different brand name to avoid cannibalization in brands. We have tied up with leading shirt manufacturers to market shirts under their brand name, as it will help us in consolidating our retail presence without diluting our jeans category.”

However, the main focus of the company would remain on the jeans category. “As of now, we aim to consolidate our presence in jeans category. But, we are also open to get associated with other brands for casual shirts and knitwear to increase our presence in apparel category. This is because, India is an emerging market and no single brand can satisfy the needs of consumers. Hence, we feel it is better to co-exist and drive consumption at all levels than overlapping on products or category with which we are not familiar,” he opines.

In addition to enlarging its product folio, the company also plans to increase its stores across India. “Currently we have 42 showrooms and we plan to add another 8 stores by the end of the current financial year. Orissa has the greatest presence of Target stores and it is our fastest growing market. We intend to take leadership position in Orissa region,” Mr. Rajagopalan reveals.

Talking about Trigger's customers, he says, “Our company's main customer base in 18 to 21 year old youngsters, but we are focusing on entire youth segment. Youth image is projected in all communication platforms of Trigger.”

Commenting on the future demand of denim jeans in India, he says, “Denim is known as magic fabric. Hence, the demand for this category will grow in the years to come. In fact, India is emerging as the strongest market for denim. Currently, awareness level in India is poor for denim and our idea is to get sales going every month since jeans is a not season centric category.”

Fibre2fashion News Desk - India

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