Vimal targets youth with ‘Unformals’

Known for fabrics and saris in colourful prints, Vimal,

the textile brand from Reliance Industries is all set to unveil a new range of fabrics called ‘Unformals’ aiming to attarct the young, who want to follow the formal corporate dressing, while maintaining a trendy look. To begin with, the new offerings would form 5-10 percent of the company’s portfolio immediately, which would then be increased to 20 percent by December 2013.

The brand is being launched with a new campaign, ‘Be Unformals’, that aims to focus young consumers with four groups of products: fashion jacketing, fashion cottons, fashion and feel and fashion ceremonials. Fashion jacketing would offer jacketing fabric in variety of colours and designs beyond typical blues and grays. The company already exports such a range to countries like the US, Western Europe and Japan. While fashion cottons would focus comfort cotton fabric in formal wear having 80 percent cotton component.

Fashion and feel line would have fabric looking like woolen but with having wool component into it, which could be used for trousers or jackets. Fashion ceremonials fabrics would fulfill the need of comfortable yet stylish ethnic wear.