Denim brand Wrangler is planning to open around 50 stores over the next 12 months in India. The brand is betting high on its biker representation for growth in India. Wrangler?s urban cowboy image and its biker representation is expected to help the brand, a late entrant to the Indian market, it has positioned itself as a premium jeans brand. As a part of its growth strategy, Wrangler is also looking to set up more exclusive outlets across Tier I and II cities. Also, they plan to expand through franchisees. Apart from its targeted male audience, the brand is also trying to increase its focus on women consumers. At present, women account for less than 15 per cent of the brand?s overall sales. Going forward, the brand is looking to increase this to about 25 per cent.
Since the brand is associated with a rugged masculine image that differentiates Wrangler from others, the firm is repositioning itself with its new biker range in keeping with its original cowboy image with which the brand is associated in the minds of its loyal consumers. Wrangler belongs to the international premium denim category, which in India is estimated to be about Rs 280 crores. Levi?s is the market leader in the segment, followed by Pepe, Lee, and Wrangler. Over the last three years, Wrangler in India has grown at CAGR of 25 per cent and is looking to sustain its growth momentum.