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G. Gurumurthy

"Our brand positioning is to target the men's semi-formals in the burgeoning domestic market through import sourcing of woven and knitted fabrics of polyester-cotton, etc.."

COIMBATORE, Sept. 30

YOU look for a dress that is ideally suited as an eveningwear or partywear? Perhaps, you can now count on a brand that promises to give you some bargain on that.

The new retailer brand `Billionaire Boys Club', promoted by the Chennai-based PGV International Ltd, is seeking to spread its wings wider in promoting its range of semi-formal menswear.

"Our brand positioning is to target the men's semi-formals in the burgeoning domestic market through import sourcing of woven and knitted fabrics of polyester-cotton, cotton-viscose, polynosic and 100 per cent cotton bases. We in our experience find that Indian fabrics largely cater to either too formal or too casual, ignoring the fabric needs of the consumers of the `in-between' stage," said Mr Prashant P. Palayam, Managing Director, PGV International Ltd, which has unveiled its brand-building exercise for the `Billionaire Boys Club' range clothing and accessories across the country.

According to Mr Palayam, the `Billionaire Boys Club' brand is also hoping to pep up the demand for `informal' clothing of diverse fibre bases.

PGV International has a business tie-up with an Australian retail company which assists the former in garment designing and fabric outsourcing. The unique selling point of the Billionaire Boys Club range, Mr Prashant says, is that they are made out of such diverse fabrics as light weight denim, two-tone polyester-cottons, jaquard cotton, Chinese bangalene, milange, yarn-dyed and double mercerised knits.

Introduction of newer garment range in the form of `new collection' would be part of brand building exercise by PGV International who hopes to spend about 20 per cent of its turnover on brand promotion this year.

Right now, Billionaire Boys Club clothing is retailed through company-owned showrooms as well as the multi-brand outlets in major cities such as Chennai, Hyderabad, Bangalore, Mysore, Coimbatore, Vijayawada and Pondicherry and the retailer is planning franchise outlets in New Delhi and Visakhapatnam in the next two weeks.

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