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Indian brand Duke Fashions forays into sportswear segment
Apr '12
Duke Fashions, the Ludhiana-based company that has a completely vertically integrated garments manufacturing plant, with knitting, dyeing, processing, finishing, mercerizing, compacting, embroidery and printing under one roof, has diversified into sportswear segment with launch of Duke game, Duke easy breezy and Duke active.

Since its establishment in 1966, the firm has grown to have pan-India presence and is now planning to serve export markets too, particularly the Gulf and African countries.

Explaining the rationale for making foray into sportswear category, Mr. Gagan Jain, Brand Head, Duke Fashions, told fibre2fashion, “Over the last 2-3 years, there has been exponential growth in sportswear segment due to the advent of new dry fit, sweat absorbent fabrics and moisture wicking technology. This segment is creating a rage all over and Indian consumer is in positive frame to buy these goods.”

Informing about the new brands launched by Duke, he says, “We, at Duke, understand buyer and consumer behaviour through our consistent market research and feedback. We have launched Duke game, Duke easy breezy and Duke active brands in sportswear segment, keeping in mind the Indian market, Indian climatic conditions and the needs of Indian customer, most importantly price sensitivity.”

For the sportswear segment, Duke would be offering T-shirts, Bermudas, lowers, lounge wears, value packs, etc.

Making a mention of competition in the Indian market, Mr. Jain avers, “Unorganized sector may create competition, but it would not last long as the fabric involved is highly techno in nature and is highly innovative.”

Duke Fashions has pan-India retail presence through more than 300 exclusive brand outlets (EBOs) and over 3,500 multi-brand outlets (MBOs).

The company is also expanding in export markets. As Mr. Jain says, “We are targeting Gulf and Africa in particular.”

Fibre2fashion News Desk - India

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