After making a significant mark in the men’s mid-segment denim category with WERT Jeans; Famous Fashion is all set to take its journey to the next level by launching its new brand TREW Jeans in the premium men’s denim segment.
As Sabu Joseph, Director, Famous Fashion defines, “the company’s mantra is to offer stylish and trendy clothing for the youth. It firmly believes in the values of imagination and resourcefulness which separates them from the rest.”
The premium men’s denim category in India is gaining momentum due to the higher disposable income with youth of India. This category has seen a lot of international brands, but there are a few domestic brands which have made it big in the premium denim category. But the fact is that that a few Indian brands which have launched themselves in the premium category have turned out to be successful. The Indian home-grown premium denim brands have been able to understand the choice and pockets of the consumer who is always looking for something new and yet wants premium at affordable pricing.
Sabu Joseph shares more insights into his new brand TREW Jeans:
Tell us about the new brand launch? How did you hit upon the name TREW Jeans?
TREW is a different brand altogether in our company. This brand will cater to the emerging premium men’s denim market. We already have established ourselves in the mid-segment market with our brand Wert Jeans. We saw a huge vacuum in the premium segment with denims. We did a research and found out that most of the brands selling in the premium denim category at large were making products using Indian fabrics and it is being difficult to make out a difference between one brand to the other. Denim fabric acts as a canvas to our creative insight and we thought differently to use imported fabrics in TREW Jeans. Not only this we would not be charging a premium on the same and will deliver the product starting from Rs 2000 which will go upto Rs 3500. There is a strong gap in the market for such products. We are launching this brand on 14th Jan 2015 in Mumbai.
TREW means smart boy and it’s the opposite in words of our brand WERT.
What will be the Target Audience for Trew jeans?
We are focusing on youth who is aspiring and welcomes the idea to wear something new. He is fashion conscious and is ready to spend a little more for a quality product.
What are the products that you will launch and what will be the expansion plans?
We are launching men’s denim first. In the near future, we also plan to launch women’s denim in Trew Jeans. We also see a great future of becoming a lifestyle brand where we may think of adding shirts and t-shirts to give this brand a complete look.
The retail working for a premium brand is different. What are your plans?
We will be targeting Large Format Stores (LFS) for our new brand. We will start initially with MBOs who have the ability to sell premium products. Plans are to target 100-150 of such MBOs.
Initially we will cater to Maharashtra and after six months of review we will further penetrate into the important markets in India. The setup of Trew Jeans will be totally different from our brand Wert.
Tell us about your plan to launch your brand on online retailing?
We have started our progress in ecommerce with Wert Jeans with players like Jabong etc. We will use the same channel for Trew.
Trew Jeans definitely has a great future ahead. As per a study of the Denim Market in India, by Tecnopak, “The Premium and the mid-segment are expected to register the maximum growth in terms of market share, of 22 % and 20.5% respectively till 2017. The brand and value consciousness is acting as a strong driver. The premium and mid-premium denim brands will enable the growth of the denim market by rapidly expanding into Tier II and III cities.”
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