Anne Wrier brand building for greater reach

Having ventured into limited markets in south India with a small range of products only two years ago, Anne Wrier the women’s wear brand is now expanding its reach across India. The brand is looking at covering new territories and increasing its product range.

The company’s range of casual wear, active wear, sportswear, lounge wear, lingerie and inner wear categories are now available in stores in the south, north and west Indian markets. With a vision of becoming a trendsetter in women’s wear offering fashionable and affordable clothing, it’s working towards becoming the preferred women’s wear brand in the long run.

“We have some fresh and fascinating arrivals in casuals and active wear – both in tops, bottoms and lounge wear. The light weight tops – a turtle neck with viscose blend and a V-neck with fuchsia blue or light green are some of the favorites, apart from the lounge wear range,” says P S Rao, Vice President (Marketing) of MU Marketing. In fact, Anne Wrier is coming up with new styles in its casual, active and lounge wear for this autumn/winter season. In the innerwear segment the brand considers itself at par with other brands in this space like Lovables, Enamor, Juliet and Jockey in terms of its product offerings, quality and pricing.

Rao says, being a new entrant they do face some hiccups. “We do face some handicaps as apart from the unorganized markets chipping away at the market, the organized market too is very fragmented. Competition is intense. Also, there are scores of brands of which only a few are really known or preferred. Therefore, one has to constantly look for ways to achieve meaningful turnovers.” Another big handicap as of now is the soaring prices of cotton and other raw materials.

But what makes him upbeat is that Indian women have become highly fashion conscious and knows what is good for her. “Moreover with women earning big money these days, even prices are no more an issue. And if one gives them a fascinating product, they are willing to buy it for the price one asks for,” Rao adds.

Operating through nearly 1,000 outlets across the country, the company is currently not planning to open any EBOs. The focus as of now is consolidation rather than break-neck expansion. “We plan to expand the markets in phases,” says Rao. The brand is also not splurging on ad campaigns or major launches, since it believes that the buyer of Anne Wrier product is herself the best Anne Wrier brand ambassador and publicist.