Kewal
Kiran Clothing Ltd. (Killer Jeans), owners of Killer Jeans and a leading
branded apparel conglomerate,going gung-ho after millennials to garner more
foot falls at its own stores, large format stores and MBOs.
This high potential
market is gaining ground in India due to factors like rapid globalization,
increased brand awareness and surge in fashion consciousness among millennials.
The disposable income in the hands of millenials is on the rise and they are
aspiring for independent and signature lifestyle. Millennials are always on the
go to make a mark in the world.
The Lifestyle Brand
Killer has been a leader in men’s denim wear for more than three decades and is
now available for women under the brand ‘Killer For Her.’This brand is
available on leading E-Commerce sites like Flipkart and TataCliQ.
For the millennial
generation, online and offline blend together. The penetration of internet in
Metros and Tier I – VI cities and beyond along with the influence of
celebrities and social media has given rise to an increasing appetite for
branded apparels. Killer Jeans has been known for its quality at competitive
prices to attract discerning customers, whether through physical stores or
online.
Killer has done
extremely well during the recent “Big Billion Days” sale of Flipkart by
registering voluminous growth of 162% as compared to last year. This is the
biggest witness for Killer emerging as a sought after brand among millenials
and also shows their loyalty towards the brand.
Millennials today want
comfort clothing. Mr. Kewalchand Jain, Chairman & Managing Director, said,
“Comfort is the key for millennials and what could be more comfortable than a
pair of denims which has also become a semi-formal wear and the other trend
that is being observed is one person owning several pairs of jeans and
following fads across the world and quickly moving to new designs.”
He added, “We would
still want to work on innovating new designs, patterns, devise marketing
campaigns to launch our new theme based products, reaching out to millennials
through large format stores and MBOs through interesting concepts like
Shop-in-shop where the customer would actually get the feel of the products
before purchasing it.”
The rural and semi urban
areas provide a big growth opportunity as fashion trends percolate across the
country and fashion awareness starts catching up. Killer recognizes this trend
and hence have built a pan India presence with sharper focus on Metros to Tier
I-VI cities to cater to key consumer segments.
The Indian denim
industry currently stands at US$3.6 billion, and has been growing at a CAGR of
9% over the last five years, according to a report by Denim Manufacturers'
Association. The industry is expected to grow at CAGR of 11% in the next five
years. The steady growth is credited to the rise in consumerism, bridging
luxury gap and advancements in denim fashion that have given the segment a major
boost.
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