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KKCL, owner of Killer Jeans, is gung-ho about millennials

Nov '19
Kewal Kiran Clothing Ltd (KKCL), owner of Killer Jeans, is going gung-ho after millennials to garner more foot falls at its own stores, large format stores and MBOs. The high potential market is gaining ground in India due to factors like rapid globalisation, increased brand awareness and surge in fashion consciousness among millennials.

Besides, the disposable income in the hands of millennials is on the rise and they are aspiring for independent and signature lifestyle.

The lifestyle brand Killer has been a leader in men’s denim wear for more than three decades and is now available for women under the brand ‘Killer For Her.’ This brand is available on leading e-commerce sites like Flipkart and TataCliQ.

For the millennial generation, online and offline blend together. The penetration of internet in metros and tier I – VI cities and beyond along with the influence of celebrities and social media has given rise to an increasing appetite for branded apparels. Killer Jeans has been known for its quality at competitive prices to attract discerning customers, whether through physical stores or online.

Killer has done extremely well during the recent ‘Big Billion Days’ sale of Flipkart by registering voluminous growth of 162 per cent as compared to last year. This is the biggest witness for Killer emerging as a sought-after brand among millennials and also show their loyalty towards the brand.

“Comfort is the key for millennials and what could be more comfortable than a pair of denims which has also become a semi-formal wear and the other trend that is being observed is one person owning several pairs of jeans and following fads across the world and quickly moving to new designs, said Kewalchand Jain, chairman and managing director of KKCL.

“We would still want to work on innovating new designs, patterns, devise marketing campaigns to launch our new theme based products, reaching out to millennials through large format stores and MBOs through interesting concepts like shop-in-shop where the customer would actually get the feel of the products before purchasing it.”

The rural and semi urban areas provide a big growth opportunity as fashion trends percolate across the country and fashion awareness starts catching up. Killer recognises this trend and hence have built a pan India presence with sharper focus on metros to tier I-VI cities to cater to key consumer segments.

KKCL, a leading branded apparel conglomerate was incorporated in 1992. Killer, Integriti, LawmanPg3, Easies and Desi Belle are leading brands offered from the company. Killer is the leading lifestyle brand in the country. KKCL has presence in 25 states and 209 cities across India. Currently have 320+ retail stores spread across India. KKCL’s brands are also retailed through leading modern retail stores like Shoppers Stop, Lifestyle and also has good online presence through e-commerce platforms. Denims, shirts, trousers, t-shirts, shorts, chinos, jackets, and accessories are the products categories offered by the company. The company has also expanded its accessories division in a big way by introducing shoes, eyewear, watches, wallets, belts, deodorants and a host of other accessory ranges for men.

Fibre2Fashion News Desk (PC)

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