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Forbes Brands to enter leisure wear market

Forbes Brands to enter leisure wear market
PTI
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First Published: Mon, Apr 12 2010. 10 40 AM IST
Updated: Mon, Apr 12 2010. 10 40 AM IST
Bangalore: Shapoorji Pallonji’s branded apparel venture Forbes Brands is looking at entering the leisure wear market in the six months, after marking its foray into the men’s innerwear segment recently, a top company official said.
“With our foray into men’s innerwear with the launch of FACIT brand, we are also looking at entering men’s leisure wear market, which will comprise bermudas, shorts, pajamas and shirts, in another six months,” CEO Forbes Brands Nischal Puri told PTI.
He said Forbes Brands ventured into innerwear because they understand knitwear very well. “With our Forbes Campbell Knitwear Limited unit in Belgaum manufacturing and exporting men’s T shirts, it was not difficult for us to get into innerwear, where we envisage a lot of potential as existing brands failed to capture new gen trends, the demand of youth.”
Puri said part of the firm’s one year research on men’s Rs6,000 crore innerwear market involved conducting a survey in Delhi and Mumbai, which revealed that 65 % consumers buy existing brands as “there are no other options”.
It was then the firm thought of targetting the medium and premium innerwear segment by creating new products with funky designs and sytlish colours, to not only appeal to the youth, but “something that even a 35-year-old would feel comfortable with,” Puri said.
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First Published: Mon, Apr 12 2010. 10 40 AM IST