Killer focuses on increasing market share

Killer, the leading denim and casual wear brand from Kewal Kiran Clothing (KKCL,) has been increasing its market share over the years. The brand now has almost 20 percent share of the total organized denim market in India. Founded in 1989, Killer is a pioneer in denim. It has developed an internationally

enviable archive of products and added contemporary twists to an authentic collection for men, which combines classics with quality.

Pio

neer in denim and casual wear

Killer markets the entire range of lifestyle products in fashion category for young men and women. The casual wear range includes jeans, shirts, T-shirts, shorts, non-denim trousers, sweaters, sweatshirts, capris etc. The company also markets Killer sunglasses, eyewear, innerwear, personal care, socks and accessories.

From a humble beginning in 1989, as a manufacturer and retailer of men’s wear for reputed brands, the company has expanded its portfolio and subsequently launched a women’s wear line. Killer’s USP remains observation and interest in the ever-changing world of fashion, along with the ability to adapt fast to the transforming scenario. “We are committed to global standards in quality, technology, marketing and branding, and provide our customers best-in-class offerings at an affordable cost,” says Hemant Jain, Wholetime Director, KKCL.

Spearheaded by Jain brothers, Killer has already distinguished itself as a frontrunner in fashion, leading trends, developing innovations and driving youth culture. The KKCL group operates in over five countries. The company boasts of a state of the art production infrastructure to back up its retail sales. It has designing and manufacturing facilities in Dadar (Mumbai), Goregaon (Mumbai), Daman and Vapi.

Retailing the brand

Meanwhile, the brand has aggressive marketing and branding plans. Killer continued with its sponsorship of the Pune Warriors team for the third consecutive year in IPL 2013. The consistent association with the high profile IPL cricket series, has enhanced the brand’s visibility and reach to a wide and growing audience. The denim brand’s green advertisement made a dominating sweep at the Olive Crown Awards held in April, 2013,organised by the International Advertising Association.

From ‘workwear’ to ‘mustwear’, the brand developed a following, innovating fashion product designs and pioneering in music, sports or entertainment sponsorships from its headquarters. “Killer has an irreverent tone of communication. You cannot miss it. The brand is all about attitude and it is this attitude, which differentiates it. The latest campaign has successfully built this personality for the brand. . The brand has evolved from practical workgear into an expression of underground lifestyle from the rockers to the punks. Denim has always been a signature for the rebel, the tough guy, the pioneer and the independent thinker. Killer has embraced the above as an integral part of its positioning, communication and identity globally,” says Jain.

At present the brand is retailed through more than 2,000 MBOs across India. It has a presence in 70 plus EBOs. The brand is available at Killer Exclusives, K-Lounge, large format stores such as Shoppers Stop, Reliance Trends, Central, Globus, and Lifestyle and all leading retail outlets. Killer is present in 200 plus shop-in-shops in UAE, Africa and European countries. It also has online presence in online marketplaces like Flipkart, Jabong and Myntra.