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612 Ivy League – New clothing brand for 'Tweens' segment
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

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