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Web Exclusive | December 2019

Killer Jeans gung-ho on millennials, positioned as youth brand

Kewal Kiran Clothing, owners of Killer Jeans and a leading branded apparel conglomerate, is going gung-ho after millennials to garner more foot falls at its own stores, large format stores and MBOs.

This high potential market is gaining ground in India due to factors like rapid globalization, increased brand awareness and surge in fashion consciousness among millennials. The disposable income in the hands of millennials is on the rise and they are aspiring for independent and signature lifestyle. Millennials are always on the go to make a mark in the world.

The lifestyle brand Killer has been a leader in men’s denim wear for more than three decades and is now available for women under the brand ‘Killer for Her.’ This brand is available on leading e-commerce sites like Flipkart and TataCliQ.

For the millennial generation, online and offline blend together. The penetration of internet in metros and Tier I – VI cities and beyond along with the influence of celebrities and social media has given rise to an increasing appetite for branded apparels. Killer Jeans has been known for its quality at competitive prices to attract discerning customers, whether through physical stores or online.

Killer has done extremely well during the recent “Big Billion Days” sale of Flipkart by registering voluminous growth of 162 per cent as compared to last year. This is the biggest witness for Killer emerging as a sought after brand among millennials and also shows their loyalty towards the brand.

Millennials today want comfort clothing. Kewalchand Jain, Chairman & Managing Director, said, “Comfort is the key for millennials and what could be more comfortable than a pair of denims which has also become a semi-formal wear and the other trend that is being observed is one person owning several pairs of jeans and following fads across the world and quickly moving to new designs.”

He added, “We would still want to work on innovating new designs, patterns, devise marketing campaigns to launch our new theme based products, reaching out to millennials through large format stores and MBOs through interesting concepts like Shop-in-shop where the customer would actually get the feel of the products before purchasing it.”

The rural and semi urban areas provide a big growth opportunity as fashion trends percolate across the country and fashion awareness starts catching up. Killer recognises this trend and hence has built a pan India presence with sharper focus on metros to Tier I-VI cities to cater to key consumer segments.

The Indian denim industry currently stands at $3.6 billion, and has been growing at a CAGR of 9 per cent over the last five years, according to a report by Denim Manufacturers' Association. The industry is expected to grow at CAGR of 11 per cent in the next five years. The steady growth is credited to the rise in consumerism, bridging luxury gap and advancements in denim fashion that have given the segment a major boost.
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