Home / Knowledge / News / Apparel/Garments / Reliance steps on the gas with Unformals clothing range
Reliance steps on the gas with Unformals clothing range
10
Jan '14
When the ambitious Dhirubhai Ambani started Reliance Industries Limited (RIL) many decades back, one of the first segments targeted at the mainstream audience was textiles. With the launch of 'Vimal,' RIL competed with industry giants in this segment.

Vimal was launched in 1966 by the iconic businessman and achieved phenomenal success in the 70's and 80's. It was during this time that the brand expanded massively and by using a meticulously crafted marketing strategy that involved the use of the top models at the time, achieved cult status.

However, with time Vimal garnered a slightly lesser focus from RIL as their primary attention was diverted towards Oil & Gas, petrochemicals and retail. However, the company is aiming to make 'Vimal' one of the top brand in the clothing segment again.

After a hiatus of sometime, RIL has decided to rechristen 'Vimal' as 'Only Vimal.' It has also launched a new range of clothing called 'Unformals.' Its Unformal range is now geared to meet the youth's changing preferences in work wear. The brand's Unformal range of fabrics has been increasingly making noise, getting in step with the changing customer and winning back the parent's interest in a low-margin sector.

The aim with the new range of clothing is to move away from office-wear that is traditional, dreary grey, blue and black and bring in some fresh new ideas into this segment. Also, the growing trend of wearing semi-formals at work, of wearing a blazer with jeans and without a tie, is something that the brand is keen to pounce on.

Anand Parekh, business head of the textiles division of Reliance, when talking about this said, "We have been studying this market for a long time and there has been a significant change in the way men have started to dress. We realised that people have started to wear formal clothes in a very different way."

Vimal has many features in its clothing line that retain traditional aesthetics and sensibilities but rank high as far as fashion quotient is concerned. Its Fashion Jacketing fabric feels woolen but is lightweight enough to be worn through the year.

The country's largest fabric exporter also has Fashion Cottons for shirts that keeps the cloth wrinkle-free and colour fast, despite the look and feel of cotton fabric. Taking cue from the success the brand had achieved in the 70's and 80's, the parent company, Mukesh Ambani's RIL is yet again placing a huge emphasis on marketing; and rightly so.

Vimal started in its latest campaign by Scarecrow Communications in August 2013 with a 'No Tie Day.' The concept here was to have flash mobs in malls and also host tie burning parties. Another range called 'Fashion and Feel' which a blend of polyester and viscose was launched. Using digital and print media, Vimal' sunformal category received a heavy dose of advertising on public forums.

For an industrial behemoth such as RIL, textiles form a small percentage of its revenues. In spite of this, the company has been trying to bring Vimal to the forefront after years of living in the shadows. "We have been trying to revamp the brand in the last seven to eight years," says Parekh.

Only Vimal's flagship range, Unformal's contribution to Reliance's textile revenues is 10 to 15 per cent and is expected to increase to 30 to 40 per cent in the coming years. Reliance is looking at 22 per cent growth in textile revenues this year. But with fabric brands underlining the perfectly-tailored garment to make the customer stick with fabric-buying (most brands now offer tailoring at their stores, for example), Vimal too is stepping up its marketing.

Vimal

Must ReadView All

Apparel/Garments | On 23rd Feb 2017

NAFTA renegotiation puts Mexico-US jeans trade at risk

The almost imminent renegotiation of the North America Free Trade...

Rick Helfenbein (left), president and CEO of AAFA, with Juan Estrada, chief of party, Hub; Courtesy: Hub

Apparel/Garments | On 23rd Feb 2017

AAFA inks agreement for best manufacturing in East Africa

The American Apparel & Footwear Association (AAFA) has entered into a ...

Mango vice-chairman and member of the board of directors Daniel Lopez (L) with Ananth Narayanan, CEO, Myntra & Jabong. Courtesy: Myntra

Apparel/Garments | On 23rd Feb 2017

Mango awards distribution & management rights to Myntra

Mango, the Spanish fast fashion brand, has awarded its master...

Interviews View All

Jim Desai
Blaiva Fabricaa

Fashion industry likely to remain labour-intensive in coming years

Amardeep Singh
Orient Craft

'In export markets, the trend in terms of embroidery, is towards matte...

Jurgen Gauger
Spreadshirt

‘Buying crowdsourced or creative designs are much more appealing to the...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Marcel Alberts
Eurofibers

Coating at a fibre level is a practice not usually seen in the...

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
February 2017

February 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search