The Hindu Business Line : Trigger unveils new jeans range

ACKNOWLEDGING the arrival of `global customers' into the Indian market, clothing brand Trigger is realigning itself to meet the expectations of the new set of customers.

"The boom in information technology and pharmaceutical industries in the last few years has changed the profile of Indian customers. They are global customers," according to Mr N. Rajha Gopallan, Chief (Fashion Management) of Trigger, told Business Line.

"Take Hyderabad for example. About 10 years ago, there was no multiplex and no lifestyle showrooms. Consumer profile is changing. They always want something new. You need to prepare for this scenario," he said.

Referring to a survey conducted by the company, he said expectations of customers were changing.

In a word of caution to retailers, he said they needed to change their mindset. "They (customers) no more accept whatever is thrust on them. They are determined to have what they like," he told the retailers.

On its part, Trigger would be launching a new range every three-four months.

Trigger would launch clothes for kids, and introduce women's Westernwear. "These segments would be launched by September," he said.

The Trigger brand of products are being sold in 1,500 multi-brand stores across the country. "Of these, 10 are exclusive," he said.

Mr Gopallan was in the city to unveil five new collections under the new brand initiative Trigger 1932 Jeans Inc.

To suit its new strategy, the company is going to open 30 exclusive showrooms that would showcase the entire range. "Of these 30 showrooms, six will be company owned. They will come up in the four metros and two mini metros," he said.

He said KG Denim, which promotes the Trigger brand, decided to groom the brand as a separate profit making entity.

On the proposed fashion studio coming up at Bangalore, he said the studio would study domestic and international trends in fashion and suggest designs to the company. The studio would be ready by October.

For the year July '03- June '04, Trigger recorded sales worth Rs 38 crore. "We are looking at Rs 50-crore sales this year," he said. The new segments are expected to generate Rs 20 crore more.

More Stories on : New Products & Services | Readymade Garments

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Mudra South gets new Executive VP

ICICI Prudential appoints MindShare as media agency

Pantaloon plans `Footwear Bazaar'

Then marketing professor, now markets food

Toothpastes lead FMCG sector squeeze

HCL Info steps into digital entertainment

Trigger unveils new jeans range

HLL launches new Gel Close Up in Kochi

Whirlpool unveils `Ice Magic' in Kerala

GPI launches cigars in Vizag