Wrangler to re-enter non-denim segment

Denim biggie Wrangler is re-entering the non-denim segment. Wrangler did dabble in this segment between 1994 and '99 under the Trail label. This time around the non-denim foray will fall under the Wrangler umbrella.

B Hyma, business head for Wrangler in Arvind Brands, the Indian licensee, said, "We are looking at non-denim, women's wear and tops for incremental business. The Wrangler brand will move into these areas in a big way over the next few seasons. Next Spring/Summer the visibility of these segments will increase and in autumn/winter '05 the collection will be quite significant."

These moves, notwithstanding, the brand and product focus will not be liquidated. The new line will be built on the same rugged attitude platform.

The added focus is expected to alter the revenue composition of the brand. Hyma said that bottoms contribute 80 per cent of the revenues "" with denims over 70 per cent and all others at less than 10 per cent.

In the next few seasons, denim contribution will come down to around 50 per cent with non-denims shooting past the 15 per cent mark. Added to this, tops which contribute 20 per cent now will by then average over 25 per cent.

Also, as a result of this, women's wear is projected to turn into a key segment. From about 15 per cent now, women's wear is slated to rake in over 25 per cent revenues.

While Arvind declined to give brand revenues, reports have it that the brand's turnover last fiscal stood at Rs 32 crore and was growing at 35 per cent. While this round of diversification is in line with brand owner VF Corporation's idea to move the cowboy image Wrangler into other areas.

Arvind brand officials said the Indian extension supercedes the global one. They put it down to the changing preferences of Indian consumers for rugged, denim like cottons.

In fact Wrangler is not alone, Levis Strauss has its own set of non-denims. Lee, again from VF, and Arvind is betting on the Leesures range to do the trick. Besides, Pepe is building in the 'Khaki' label for this blurred segment.

As a result of this makeover, Wrangler women's wear will see a big jump in the fits offered. From six now, the range is set to multiply several fold. Further the men's range will witness a change in ratio between the core, authentic and retro fits.