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Hoffmen Fashions makes a mark in women's denim
Mar '12
The Kolkata-based Hoffmen Fashions, which had been catering to men's denim and casual wear for more than 20 years, has made a mark in women's jeans segment with completion of one year of the launching of its Ms*HFN brand.

The Ms*HFN brand has a collection of denims and T-shirts for women in the age group of 18-35 years.

Briefing about the reason behind Hoffmen venturing into women's denim segment, Mr. Paresh Rungta of Hoffmen Fashions P. Ltd. told fibre2fashion, “There was no women's denim brand present in Eastern India and the products were mainly coming from Delhi, Mumbai and Bangkok. So, we took this as an opportunity to venture into this segment. However, we had to limit our costing as we were competing with unorganized sector in women's jeans.”

Talking about the response to Ms*HFN, he says, “Initially, it was very difficult to develop the market as a brand whose price range started from Rs. 800, because people were buying in huge quantities from unorganized sector. However, we have overcome these limitations and now we are getting a good response because the product, fitting and patterns are very good.”

“People are getting to know about our brand from our retail counters and they are becoming aware that Hoffmen offers women's denims as well. The Ms*HFN brand is mainly present in eastern India and there is great demand for women's denims in West Bengal and Assam. The response to Ms*HFN was not so good in the first six months, but today I can say that within the next two years things will grow rapidly,” beams a confident Mr. Rungta.

Briefing about Hoffmen's presence and expansion plans, he says, “We have 25 exclusive branded outlets (EBOs) which sell both men's and women's products. We are planning to increase 10 stores per month. As per our multi-brand outlets (MBOs), we have already started operations in UP, Orissa, Jharkhand, Bihar and West Bengal. Currently, our major focus is on Madhya Pradesh and Andhra Pradesh.”

“Under the Ms*HFN brand, we will be launching cotton products for girls and denim short shirts for girls,” he informs.

“Denim will be on the hype for at least next 1.5 years, after which the demand will gradually slowdown and it will be replaced by cotton, which will be on the peak for the next two years. So, it is a cycle between cotton and denim. Styles and fashions keep on rotating year after year, and patterns and trends in denim will see a change in 2012-13,” he explains.

Fibre2fashion News Desk - India

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