Driven by a passionate team of in-house designers, Twills recently launched its new spring/summer ’20 collection that offers six distinct range of shirts. “The Adventure range offers hoodies, patches and other fashion elements and the Printastic offers the entire prints range,” notes Navin Gamini, Managing Director of the brand. Similarly, “The Clean range offers the entire stripes collection; Denim Kraft offers the entire indigo collection; United offers the entire checks collections; and Celebrity range offers the entire partywear collection,” he explains. Each of these collections is a perfect mélange of fun and fashion and stands as a testament to the experience and expertise of the brand’s designers.
Marketing strategies, pricing to overcome challenges
The apparels and accessories offered by Twills not only enhance the style quotient of men but also compliment their mood. The brand has transformed from being an early entrant in this segment to being a game changer. “We offer superior quality collections at competitive prices, and have made the best-in-class styles accessible to youth across India,” adds Gamini.
He points out the garment industry contribute majorly to business “Even big brands are venturing in this segment,” he says. However, the segment is currently challenged by the twin slabs of GST. To overcome this challenge, he advises new entrants to adopt strong marketing strategies, hire a popular brand ambassador and keep their prices competitive.
Focus on manufacturing and distribution
A value for money brand, Twills manufactures all its garments in-house through an integrated R&D centre. The brand’s main driving forces are its exclusive designs, styles and the value it adds to garments. The aim is to attain the top slot in the mid segment category. “To achieve this, we are collaborating with partners, stakeholders, vendors and end-users to predict upcoming fashion trends and market needs,” notes Gamini. The brand has also made heavy investments in its manufacturing and distribution centers to leverage customer reach.
Now, Twills aims to be the largest provider of stylish garments for men across India. “Our operational excellence and integrated business strategies empower us to become a leading garment brand in the country. Catering to the aspiring Indian male in the age group 18-40 year, the brand currently has 135 EBOs besides being present in over 3,500 MBOs and 131 large format stores across India. “We aim to expand our EBO network across India,” Gamini observes.