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Wrangler will fine-tune focus on womenswear

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Wrangler, the leading denimwear brand for men from Arvind, will sharpen its focus on womenswear by floating a separate sub-brand for women’s denimwear with “a complete collection and unique identity”.

An email received from VF Corporation’s corporate communications director Paul Mason stated: “Wrangler is the largest brand from VF’s portfolio on a global basis.”

When enquired about strategies and plans, Anshul Chaturvedi, marketing manager, Wrangler, said: “Men’s denimwear has always been our focus and forte, although we do have products for women, too. We recently shifted focus to womenswear by putting in place a dedicated team of women merchandisers.”

“The company is working on a phase-to-phase manner to match products to the likings of modern women. Earlier, it all used to be the same – same trims and fabrics. We have changed the product detailing. The trims, branding and stitching are different, making the garment more feminine. New fits have been introduced especially for women. We now have slimmer and tapered jeans in line with international fashion trends,” Chaturvedi added.

Womenswear contributes 20 per cent of Wrangler’s Rs 65 crore sales. This has grown from around 3 per cent in earlier days. The brand plans to increase the contribution of womenswear to 30-35 per cent this year. Apart from creating a separate sub-brand, Wrangler is also toying with the idea of roping in a female celebrity for a brand fit in the future. The brand already has actor John Abraham as its ambassador.

The Wrangler brand was launched in 2000.

– Vishnu Rageev R, Bangalore Bureau

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