Wrangler(VF Corp) India is launching a new sub-brand ‘Wrangler Girl’ .This brand shall be specificially targetted at young women.
Wrangler has mainly been a male focused brand, though internationally they also have a brand for middle aged women – ‘Wrangler Aura’.
Why did Wrangler feel the need to bring out this brand in India ?
In India, there are hardly any good female denim brands. Most of the brands are focused on Males and female denim demand has been largely met by the unbranded players. I have scoured many shops to find a good female denim brand, but most of them out there seem to have made half hearted attempts.The reasons are not far to seek. The Indian females like too much of embellishments and like in other markets, the designs go out of favour very soon..Therefore the branded players find it difficult to cater properly to this segment of market..
However,the fact that the number of working women is rising and the offices are relaxing their dressing rules to allow denims, a good market potential has generated.. These women are looking for elegant ,feminine looks (without getting flashy) andWrangler seeks to tap this potential through “Wrangler Girl’.The price range is Rs 1200 and above – upto Rs 3000..
Wrangler seeks to target about 25% of its denim turnover from the women segement..