Trigger to spark off fresh passion with new catchline

Trigger, the casual denims brand for men well-known for its TVC catchline ‘Trigger -- My Passion’, is all set to come up with a new one by the end of next month. Keeping the theme constant, the new TVC would be different in terms of

presentation and styling. N Rajgopalan, Director Marketing at Trigger elaborates, “In the TVC fashion will revolve around our brand because of its strong positioning. The new TVC will be released during the festival of Onam towards the end of July. Since we are in Kerala we would be using the channel Asianet as a platform for positioning the brand. Slowly it will go into national channels. As of now, we are using TVC for regional activity only.”

The brand is also on an expansion spree and intends to be present in all metros by the end of this year. At the moment, they have EBOs in Hyderabad, Mumbai and Bangalore. They currently have 14 outlets in Mumbai alone and in two months they plan to increase the number to 18. They also plan to add another eight showrooms in Maharashtra, which would further take the count of EBOs to 26. Trigger plans to foray into Delhi and by the end of the year they plan to add 10 showrooms there. “Thus, in all the metros and mini metros we will have our EBOs. Right now we get 70 per cent of our business from MBOs and 30 per cent from EBOs. The size of our EBOs is 350 to 1,000 sq. ft. area,” says Rajgopalan.

Trigger currently has 14 depots across the country and two distributors and two branch offices. A depot is manned by a CFA who is a custodian of their inventory and they in turn market to the retailer. “We have a distributor in some places and in some places we have our own branches, where our team directly markets to the company or retailer. It’s basically based on the requirement of the market. Wherever we don’t see big volumes, we have our own depot to scale up volumes. Wherever we see a reasonable volume, we have a CFA or a distributor to manage the inventory and take care of the supply chain at a regional level,” explains Rajgopalan. The brand also has small shops ranging from 350 to 400 sq. ft. area spread across India.

Where all brands are venturing into accessories to complement their product range, Trigger does not intend to do so. “We are a core denim company and any amount we do on any other category won’t give us mileage. So we will never give up the denim platform. Our intent of launching shirts was basically to increase denim sales. That’s where our strength is. If at all we launch other accessories, we will go for an independent brand or label that would complement our denim range,” concludes Rajgopalan.