Denizen outfitting the youth segment
2 Nov 2010
The collection includes a variety of jeans, tops and accessories – for men and women – that outfit a dynamic, on-the-go lifestyle. The Denizen brand has a modern focus that takes everything you love about a classic pair of jeans and makes them relevant to trends right now. Rather than dictating the latest fashion, the Denizen collection offers an updated twist on classic essentials, encouraging consumers to create their own style and find their own voice.
Ramani adds, “We are introducing a full range of Denizen bottoms, tops and accessories for both men and women at the same time. And although we haven’t publicly announced store count estimates yet, we are continuously looking for additional growth opportunities with our stores typically ranging from 800-1,300 sq. ft.”
Although it’s still early on, the company seems pleased by consumer response so far and is confident that this new brand will create its own place in the mid-value segment of the Indian denim industry. It feels that the emerging young middle class consumer who are particularly prevalent in markets in Asia including India, will easily take to this brand that fits well, is stylish and affordable, and from a company they trust.
Denizen has been aptly named since it means “inhabitant”- living in a place, living on earth, just being. Denim is in the name and in heart of the Denizen brand. The company believes that the concept of “Denizen” has another meaningful definition – the idea of someone who frequents a particular place, of belonging to a community of friends and family.
The Denizen collection of jeans and casual essentials are available from fall 2010 in its own retail stores in China, Korea and Singapore. The Denizen brand in India is currently available in exclusive brand stores and multi brand outlets in Karnataka. The global headquarters for the Denizen brand is located in Hong Kong which makes it easier for the company to promote its products in India as well as Asia.