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Stori to expand in ready-to-wear clothing business

30
May '05
Leading men's apparel brand, based at Banglore Stori announced to expand its brand collection. The company is to add knitwear, jackets and blazers for men initially, and will later on introduce womenswear.

The Chairman, Chaya Garments Om Prakash, informed that the company would initially pay attention only on providing a complete attire range for men and after then will launch womenswear line.

Stori is known for its premium corporate casual wear brand and asserts that it only uses fabric made from natural fibre. Prakash said, "our focus and positioning is completely different from the other apparel brands and our USP is that we don't use fabric made out of man-made fiber."

According to him colorPlus is the one and only brand in its competitor list, he said, "none of the other brands are positioned as a corporate casual brand."

He informed that unlike most apparel campaigns, which are product-specific, our campaigns try to tickle the consumer's mind. They talk about men who are adventurous and like to live life differently. The future campaigns would also be based on this strategy.

Stori operates nine exclusive stores in Bangalore, Chennai, Delhi and Mumbai and intends to open 40 more by the end of December 2006.

Financial Express


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