Denim wear brand Wrangler, which is a part of the world-renowned apparel company VF Corp, plans to open around 50 stores over the next twelve months.
Anshul Chaturvedi, marketing manager at Wrangler India, said that the brand is associated with a rugged masculine image and is keen on cashing in on that. It is what differentiates Wrangler from others.
He said that the firm is repositioning the brand with its new biker image yet retaining its original cowboy image with which Wrangler is associated by its loyal consumers.
He added that though male customers are the prime focus, the brand is trying to rope in more women customers and so have tweaked the brand offering to suit the Indian women.
As part of its growth strategy, Wrangler is also looking to set up more exclusive outlets across tier I and II cities.
Wrangler belongs to the international premium denim category, which in India is estimated to be about Rs 280 crore.