Vimal’s ‘Unformals’ explores co-branding opportunities

After unveiling a new range of fabrics called ‘Unformals’ with the

aim of attracting the young, who want to follow the formal corporate dressing, while maintaining a trendy look, Vimal, the textile brand of Reliance Industries is looking at exploring co-branding opportunities with its competitors, who also happen to be their customers.

Since about 20 per cent of the Unformals range is currently being sold to competing companies such as Raymond and Madura Garments for their ready-made brands, the textile division of Reliance is now looking at exploring co-branding opportunity for its newly created sub-brand. Vimal has already inked co-branding initiative with Marks & Spencer in the UK for its Deo2 fabric. Marks & Spencer sports a range ‘Feel Fresh’ which is based on Deo2 fabric. The Vimal tag is also carried on fabric brands in Japan.

The brand was launched with a new campaign, ‘Be Unformals’, aimed to focus on young consumers with four groups of products: fashion jacketing, fashion cottons, fashion and feel and fashion ceremonials. The company already exports such a range to the US, Western Europe and Japan.