Challenge, the exclusive trouser brand to introduce blazers

Exclusive trouser brand for men, Challenge has been in the business for over two decades. The product range includes complete trousers range in pollywool, TR, linen and party wear polyester fabrics in three fits: regular, pleated and slim. The company plans to foray into the blazers in 2016.

“Since we are in the market in the same category for the last 26 years, we know what is in demand. We cater to 18 years and above and have introduced a huge range of trousers,” explains Babu Bhai, Proprietor, Challenge.

A wide variety of trousers

For the new season, the brand has introduced many styles in trousers. Babu Bhai says, this time self-design and pin-stripe trousers are in fashion. “Light fabrics are popular. In self-design trousers, we can see other design inside it while in pin stripe, only stripes are visible. Trousers category is different from other garments category and has limitations. Only few basic colours such as black, grey, navy, charcoal are usually popular,” he adds.

The company has an in-house design team and does a lot of research before introducing new collections. “It is difficult to keep up with the aspiration and tastes of people because of diversity in culture. We take inspiration from trends in European and Chinese markets and give Indian touch to our range of trousers,” informs Babu Bhai.

The company follows winter and summer cycles for new collections since one cannot offer the same stuff all around the year. However, Babu Bhai feels there is a limitation since trends in men’s category do not change as fast as they do in women’s segment.

Demand and retail spread

“Slim fit is popular among youngsters since the young generation is more into fitness and it matches their sensibilities. We are planning to launch blazers for college-going youngsters and students. We see a big demand gap in this segment. By 2016, we will introduce a new range of blazers. Affordability will be the USP of the product since students’ spending power is lower,” says Babu Bhai.

The company distributes through 300 dealers and Challenge products range is available at Shoppers Stop. Talking about the ecommerce route, Babu Bhai says, “We do not want to go online, for formal trousers come with many fitting issues, which can be resolved only through the offline shopping channel.”