Merging of athletic and leisure categories in developed nations has driven the development of a lot of new brands and fabrics, according to Garry Bell, spokesperson of Gildan Activewear Inc, a Canadian manufacturer of branded clothing. Customers of such brands want comfort, performance properties and great style, combining functionality and comfort, he said.

These trends have influenced the company in defining its merchandising strategy within each of its brands and their overall positioning in distinct segments of the market, Bell told Fibre2Fashion in an interview.

The company’s Gildan brand remains a core basics brand, delivering superior quality and value to customers. Anvil is a brand that trends towards more fashionable styling and fabrics with more inclusive silhouettes and sizing. American Apparel is targeted to the higher end of the fashion basics segment. (DS)

For the full interview, please click here.

Fibre2Fashion News Desk – India

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