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Last Updated: February 06, 2007 12:35 IST
Charting an ambitious roadmap for the relaunch of its Vimal brand, Reliance Industries announced the launch of 20 pilot Vimal stores.
The stores are expected to provide services ranging from textiles, ready-to-wear garments and customised tailoring facilities.
The textile major has tied up with Maurizio Bonas, an Italian tailoring consultant and fashion co-ordinator, to guide tailors from select showrooms with contemporary designs in clothing, accessory design and suit cuts.
Chetan Desai, vice-president, marketing, textiles division, said, "The company is re-launching Vimal as a ready-to-wear and fabric brand. The company intends to tap the younger set by offering fashion in the tailoring segment."
Reliance has handpicked around 40 tailors from upmarket boutiques such as Gabbana and Kachin's in Mumbai to train them in creating Italian jackets using required fabrics, accessories and cuts. The idea is to create a knowledge bank of tailors to enable them in managing the company's customised offerings in the future, company executives said.
Reliance Industries also proposes to set up a design hub in the future, apart from launching another premium menswear sub-brand. Company executives declined comment if this would be a separate brand or would fall in the Vimal franchise.
Apart from the pilot stores, the company is also refurbishing its current set of retail points. Only the larger retail outlets have been identified. For ensuring consistent supply in its ready-to-wear business.
Reliance is in talks with players to source garments based on the company's inputs. The company is also in talks with international vendors for sourcing fabrics.
According to industry sources, Reliance is focusing on strengthening the Vimal franchise as a contemporary apparel and textile brand and take on existing players such as Raymond's, which has the strongest presence in the category.
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