Trigger aims to make brand synonymous with jeans

Trigger, the brand best known for its denims and casual trousers for men has introduced a new theme for the forthcoming season. Targeted at young men between 18 to 21 years, the brand has divided its product range into two slots:

Touch and Feel and Singles. As N Rajgopalan, Director-Marketing, Trigger Apparel explains, “Touch and feel is our year round offering. Singles is a designer-led product showcasing the innovation and point of view of Trigger. It will offer wider five-pocket jeans which will range from Rs 1,099 to Rs 1,799.”

Meanwhile Trigger is gearing up to launch its festive collection by next month. Product presentation and visual merchandising will be the theme of the festive collection. “We will be launching innovative giveaways to ensure better take-off at the trade level subsequently leading to better consumer response,” says Rajgopalan. Incidentally, last year the brand had offered laptop bags as a giveaway and it was a huge success. “Our entire development of autumn/winter will revolve around the Touch and Feel and Singles range. We are moving away from the concept of spring/summer and autumn/winter as a deliberate strategy for we want our consumers to experience our offerings all year round,” he adds.

The brands major sales (around 80 per cent), comes from smaller states and cities. In fact, its presence in Mumbai and Delhi is negligible. It has a wide presence in small towns and most small town retailers are their main buyers. According to Rajgopalan the emerging markets in India are the Northeast, Bihar, Jharkhand, Nagpur, Bengal and Orissa. Trigger has a strong presence in Orissa and Bihar. “We will make a big impact in the Northeast this year,” Rajgopalan affirms.

The brand’s focus is to explore India. Its entire set-up is in Coimbatore, a fast growing textile city of India. It intends to create a presence in emerging towns where it doesn’t have any presence. “We will be associating with aggressive partners in these areas and initiate more MBO-driven business to win over the mind space of the consumer,” says Rajgopalan. Currently the brand has 40 EBOs and about 1,200 MBOs. It’s not yet present in large formats.

Trigger has the complete support of its parent company, KG Denim, which markets quality fabrics to leading international labels. “Lots of inputs and ideas come to us in advance. After which our innovation cell fine-tunes and develops them according to our country’s needs and tastes,” he says. The brand’s long term desire is to make every Indian youngster own at least one pair of Trigger jeans. “We intend to make Trigger synonymous with jeans. We want to see jeans used like cosmetics and soap,” sums up Rajgopalan.