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Woodland to launch apparel range for Indian teens
May '12
Woodland, a Canadian adventure gear brand, plans penetration in the adolescents segment in India by August this year, with launch of 10 footwear styles and functional apparels for 13-year-olds, says Woodland Worldwide, a company that owns and markets the brand.

Indian teens are also now catching up with others across the globe in adventure sports, which furthers a strong reason for the brand to expand its range to the Indian market.

As such, the brand is eyeing penetration in the unexploited space and plans to invest around Rs. 400 million for the purpose.

The brand said children do not understand the risk associated and undertake adventure sport without proper gears, also sometimes because there are no options available.

It thus aims to address the needs of adolescents for adventure sports like skateboarding, rafting, mountain biking, surfing and rappelling.

Woodland believes that it is inevitable for a brand to interact with young customers, if it actually wants to retain its zeal. This is because it is the young crowd that loves experimenting and can make any brand livelier.

Besides functionality, Woodland now also aims to add a fashion component to its image. As such, the new collection would feature vibrant colours, mainly reds, yellows and greens that greatly attract today's youth.

To promote itself amongst Indian youth, Woodland is also associating itself with adventure camps being organized by schools.

Fibre2fashion News Desk - India

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