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Children, youth & adults. Weekender will cater to all
Apr '10
Weekender, a casual wear retailer, which had gained popularity in the late eighties and early nineties among young people for its t-shirts with naughty messages, has refurbished its portfolio, by including apparel items for adults in order to keep providing services to its loyal customers.

It has also raised the average selling price by 60 percent to Rs 800 for the adults range, informed Mr. Balaji Bhat, CEO of Primus Retail, which took over Weekender from Gokaldas Images in 2007 for about Rs 500 million.

Following this acquisition, Primus Retail decided to move forward from its positioning of 'wear your attitude' by incorporating the young and trendy parents of its existing consumer base. This strategy could see success, since the trend of family shopping is coming back, as per the industry analysts.

Weekender includes products for adults and children in metro cities, while it provides youth ranges in smaller cities. The youth living in metro cities are wary of purchasing products of brands, which include goods for children too, however the youth from Tier II and III towns and cities, shop with their parents.

Primus Retail that operates on a franchisee model plans to increase its store count three-fold to 200 by coming financial year. In the year 1987, Weekender emerged as a youth-centric brand in the apparel retail segment, and in 90's it became one of the initial companies to develop business in kids' apparel segment.

Fibre2fashion News Desk - India

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