Fashion-Apparel Beat: Raymonds, Levis talk economy mantra

Movers turned Makers

Raymond, the-complete-man-brand is now pitching for the masses as the economic realities gain strength and an axial shift occurs, lifting the cycle of consumption from the developed to the developing world.

With India’s middle class income booming and its premium segment flourishing; brands like Raymond are facing a unique dilemma. They can keep catering to the premium segment with some effort. But just by sticking to the knitting, they may not be able to cash in on the other lucrative side of the economy.

India’s domestic textile market is pegged at a whopping Rs.50,000 crores, the 75% of which belongs to the unorganised sector. Of this, shirt/suiting segment of the apparel industry is worth Rs.12000 crores; Rs.4000 crores being commanded by the organised players.

By catering only to the premium segment, Raymond may just get a small pie of the Rs.4000 crore industry primarily dominated by Vimal, Grasim, Siyaram and Donear.

Cometh “Makers” brand from Raymond, things can change dramatically. The economy brand is aimed at middle-class income group.

Interesting enough, the brand priced between Rs.250 and Rs.390 was launched in Bihar!

The company believes the rising middle class would slip into the Raymondian comforts and would live a complete dream at a lesser cost.

Needless to say that Raymond premium brands would be maintained as separate stores.

When swimwear meets innerwear

Now from completeness to some incompleteness:

Two days back Malibu Dream Girl—swim wear manufacturers--announced its partnership with Maidenform—women innerwear makers--resulting in the launch of Maidenform Swimwear.

“This revolutionary new swimwear brand brings together the nation's top intimate apparel and swimwear manufacturers. Maidenform's unrivaled expertise in fit solutions is complemented by Malibu Dream Girl's unparalleled design and swimwear quality.”—a press release said.

The line, which debuted this month on Maidenform.com, features Maidenform's Custom Lift technologies and the lift and support functions from Maidenform's Lilyette bras. The Custom Lift utilizes the same innovative padding system that may be found in Maidenform's Custom Lift bra, ranked number one pushup bra in domestic department and national chain stores. This lift feature adjusts in size and shape as the cup size increases.

The Lift & Support fit mimics the same exact technology found in Maidenform's Lilyette bras, and is ideal for larger busts. The hidden sling panel brings side support to the chest, while adjusting to the size and shape of the wearer.

The Maidenform Swimwear 2011 collection is comprised of flatter-your-figure styling as well as vibrant prints and colorways. Tonal flowers and mod geometrics in bright blues and greens may be easily paired with any of the black or print coordinates. Bottom styles include a classic side-tie adjustable hi-waist, ruffled and classic skirtinis, boy shorts and a side-shirred hipster skirt. The mix and match possibilities are endless, with plenty of options for every body type.

Sizes offered in the Custom Lift fit are 34A-C; 36B-D; 38B-C. The Lift & Support fit is available in 34C-38DD. Bottoms are offered in S-XL.

Pep it up

We understand that now you are a bit pepped up:

So it would help you know that, the stylish brand Pepe Jeans London has opened its biggest flagship store in Coastal Andhra Pradesh.

“Located on Vijayawada's busiest high street, on Ramchandrapur Ring Rd. Opp. Stella College, a vibrant source of pioneering youth culture, this store is the perfect gateway to an all new experience of fashion. The store will offer a far more vibrant experience than any other retail format in the city and showcase the brand ethos in totality.” –a press release said.

Spanning 2200 sq. ft., the vast retail area is divided into zones, to create a unique shopping experience. Bluez Lounge and Fashion Lounge transport you into an international shopping ambience.

The store will feature the latest Spring Summer '11 Collection, an array of trendy and stylish new designs and trends that are magnificently combined to create refined silhouettes; a colour palette that is voguish, diverse, and exciting this season.

The store provides consumers with a highly personalized way to shop by the latest fit, finish or style. Also on display will be more than 2500 styles of jeans and casual wear covering all the customer’s needs in terms of shirts, t-shirts, shorts, skirts, dresses and accessories for both men and women.


Phasing out

When something new comes in something old has to be kicked out:

Levi Strauss is planning to gradually phase out its ‘Signature’ brand; mistake me not!

They plan to come up with'deNiZEN' instead, a brand aimed at the youth and mass segment, a top company official was cited by (DNA) as saying. The soon-to-be-expired brand came in at a time when globe was ‘denimated’ by Lee, Trigger NewPort and Pepe with prices upwards Rs.699/- Of course, signature left its own thump impression among the youth! Bon Voyage.

(This sounds like the Raymond strategy as we can see that the Signature brand shall be replaced with 'deNiZEN' that aims for the shallow pockets of 15-25 aged funky-fundaaite-bubbling guyz&galz. )

Potential of a ‘Watered-down’ brand

12000 kilometers from India, Levi’s is also catering to the green, eco-friendly customers in a bid to appease the good-to-thy-neigbour natured individuals. They say that a particular finishing process of jeans would mean pumping an additional 42 litres of water in Europe; a method which they intend to replace by super-efficient technology.

At least 30 liters of water incurred in the process of manufacturing a pair of jeans, as a result, can be saved!

As published in: http://www.commodityonline.com/news/Fashion-Apparel-Beat-Raymonds-Levis-talk-economy-mantra-39024-3-1.html