Home / Knowledge / News / Apparel/Garments / 612 Ivy League – New clothing brand for 'Tweens' segment
612 Ivy League – New clothing brand for 'Tweens' segment
03
Jun '09
Indian Yarn Limited, located in Punjab is a spinning company with a capacity of 35000 spindles, specializing in manufacture of high quality fibre dyed synthetic yarns. Vibgyor Business Ventures Pvt Ltd., a group concern, has recently launched a garment venture for design, development and manufacture of kidswear focusing on the 'tween' segment i.e. children in the age group of 6-12 years.

The company has launched 612 Ivy League, the first Indian brand for pre-teen children. According to the company, a 'tween' is a 6 to 12 year old who is still a child and not yet a teenager, but with awareness about many adult issues and aspiring to a teenager lifestyle. In India, typically the kidswear segment is segregated between infant wear (0-2 years) and others (2-14 years).

While in western countries, the tween or the pre-teen segment is considered as an independent consumer category and product offers are made to suit their tastes and interests. While there are a number of kidswear brands available in the country (domestic and international), none of these brands focuses exclusively on the 'tween' segment.

Most of these brands have similar product offers across the age group of 4-14 years. In any case, bulk of this market segment is being catered to by the un-organised sector. Even in the active-wear category, international brands are more popular, with Indian brand lacking focus or quality products.

612-Ivy League is the first Indian brand which understands and recognizes that Indian tweens (pre-teen children) are now exerting considerable independence, have a very active lifestyle, identify with stories and like to emulate their favorite characters in their daily lives and are increasingly demanding personal spaces at homes.

The brand has thus been launched specifically to cater to the preteen segment of kidswear. The products offered by the brand are characterized by adult styling, thematic and story based ranges and have an extensive range of active wear. The brand seeks to fulfill the gap in the market for smart kidswear with Indian sensibilities.

The products offered by the brand are affordable yet high fashion and cater to all the needs of growing up children and believes that children's apparel should be affordable as the usage span of these garments is fairly limited due to the growing age that children in the targeted segment belong to.

The brand offers a complete range of apparel i.e. summer wear, winter-wear including knits, wovens, denims, woollens etc. We soon plan to add accessories which will include watches, bags, belts, caps, sun glasses, wallets etc and will give a coordinated & complete look to the clothes.

In order to cater to the growing hyper market segment, the company has launched Jellybeans brand of kidswear and has tied up with the newly opened Happy Stores, a venture of Indiabulls Retail Ltd. The company has also tied up with Trent Ltd. (Westside stores), Trent Hypermarket Ltd. (Star Bazar) and Fashion Yatra, as a vendor for supply of products under their label.

The company has an in-house design studio with a team of designers from reputed fashion institutes. The manufacturing facilities are based in Ludhiana.

Fibre2fashion News Desk - India


Must ReadView All

EU renews GSP+ scheme for Pakistan 2 years

Apparel/Garments | On 24th Feb 2018

EU renews GSP+ scheme for Pakistan 2 years

Pakistani exporters can enjoy preferential duties on exports to the...

Surat wary of e-way bills

Textiles | On 24th Feb 2018

Surat wary of e-way bills

There is no respite for Surat’s textile manufacturers and retailers....

Retailers choose sides in Alibaba-Tencent battle in China

Apparel/Garments | On 24th Feb 2018

Retailers choose sides in Alibaba-Tencent battle in China

Two big Chinese firms— Alibaba Group Holding Ltd and Tencent Holdings ...

Interviews View All

Top executives
Textile & apparel bodies

The decision to reduce GST on MMF yarn to 12% is transformational

Headhonchos
Textiles & allied industry

Textiles industry is always in the forefront in accepting latest technology

Anshul Sood
Oceedee

‘Indian footwear market is nascent and largely a trend follower’

C Dhandayuthapani

MAG Solvics Private Limited was established in 1991 to design and develop...

Urmil Arya

Sushila International, a well established textile organisation established ...

Harsh Shah

Fynd is the central online shopping destination for fashion, offering...

Johan Berlin
InvestKonsult Sweden AB

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

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Sonam & Paras Modi
SVA

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

Divvya and Nidhhi Gambhir
Walnut

<b>Divvya and Nidhhi Gambhir</b> started their career with the launch of...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

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 2018

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

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
70.6%
No
12.7%
Skip
16.7%

Total Votes: 102

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
63.7%
No
29.4%
Skip
6.9%

Total Votes: 102

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
88.2%
No
8.8%
Skip
2.9%

Total Votes: 102

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
83.3%
No
7.8%
Skip
8.8%

Total Votes: 102


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search