Mexico the jeans brand for men launched in 2004 has witnessed a transition of denim styles from blue and black to an array of shades, washes and fits. Building on the increasing demand for casual wear in India, the
brand has now decided to add new product categories to its denim range. States Dinesh P Agarwal, Director, Mexico Fashions, “For winter 2012 we are planning to introduce casual shirts and in 2013 we will have T-shirts. We will diversify our portfolio into women’s wear and in summer 2012 we will have women’s denim in slim and straight fit priced between Rs 899 to Rs 1,499.” “We started off with men’s denim priced between Rs 899 to Rs 1,599 because we saw a great future there. Earlier denim was worn by youngsters now everyone owns at least one pair. So the target audience for basic is between the age group of 25 to 45. We make 60 per cent fashion and 40 per cent basic,” Agarwal says. The brand currently covers the south and north market and is present through 400 MBOs like Chunmun. It has a growth target of 25 per cent per annum. In summer 2012 it plans to enter the Northeast Indian market.Read Fuill: Mexico on a product diversification spree - Fashion - news - Fashion News India, jobs, network, apparel, business
