Ms*HFN: Hoffmen creates a splash in women’s denim

For the last two decades Hoffmen has been a frontrunner in the men’s segment with jeans as their mainstay. The company has now ventured into the women’s denim category with its new brand Ms*HFN. Launched in April last year,

Hoffman now wants to make a mark in the women’s denim segment with Ms*HFN. Promoted by Promod Rungta, Hoffmen Fashions has been a frontrunner in male jeans since its inception. Pursuing his father’s dream, Paresh Rungta has taken it to a next level by diversifying into women’s fashion.

Apart from denim, the Ms*HFN collection also has corduroys, jeggings, tees, knee-length shorts, fluorescent color jeans in its collection. The wide variety of women’s wear comes in a variety of colors and fits at affordable rates starting from Rs 895. Variety in washes and designing make each pair of jeans look exclusive. Some of the exclusive Ms*HFN fits include Jaggy, a mid-rise on the waist having slim leg fit on the bottom, Scraggy is mid low on the waist and has a skinny leg fit on the bottom and Jeggings are leggings made with denim fabric.

By winter 2012, Ms*HFN plans to launch a different cut of jeans in mid-rise with straight fit legs. With a denim collection in stylish cuts, fits, colors and textures, the company is confident of attracting the young female fashionistas across the country.

The most important factor when it comes to jeans is the proper fit and getting the right fit for Indian women’s body-type is quite difficult. So Ms*HFN has created different fit for every body type. Some jeans are curvaceous, some slim and some stretchable, thus offering everyone woman at least one pair of their choice that would also fit her best.

The collection has already been launched through 20 exclusive brand outlets and 60 multi brand outlets. It would also be on the shelves of Reliance Trends soon. The marketing plans for Ms*HFN for the time being is to retail it through their EBOs and select MBOs. Moving ahead, it would be extended to Orissa, Jharkhand and Andhra Pradesh. The company also plans to tie-up with a few strong distributors/agents to build a retail network in these states. Once the brand collection enters these three states by next year, depending upon the response, it would build a retail strategy to carry out further expansion plans.