Trigger Plans To Enter International

Trigger Apparels, the wholly owned subsidiary of KG Denim Ltd, is likely to hit the international market in one or two years. “We got the registered trade mark last year. We can now enter the international market and propose to foray soon,” its Director (Marketing), N. Rajhagopallan, said.The company has been exporting its denim fabrics to the US and Europe for quite sometime now. Its fabric range for international and domestic market is developed by London design studio ‘Line Consultancy’ and used by European brands such as Pepe Jeans, Lee Cooper, Zara, Mavi and Next.

The company is also looking to shift its focus from textiles to garments and with greater thrust on the domestic market. “Considering the spurge in domestic demand for Trigger, we plan to open 100 exclusive outlets across the country this year. The Trigger range is now available in over 1,500 multi-brand outlets,” he said. At least 25 out of the 100 Trigger Flagship Stores is expected to become operational by Deepavali. The first company-owned showroom in Coimbatore is slated for inauguration on September 1 by Formula One racer, Narain Karthikeyan. Trigger plans to open 10 showrooms in Mumbai on September 14.

The company is also planning to launch innovative marketing campaigns, introduce frequent purchase card to enhance value to consumers and roll out festive range of jeans, cotton casual, casual shirts and knit range. “Our core competency is in jeans. We are outsourcing the cotton casual and casual shirts. While we would look at women’s wear (jeans), we have no plans to enter the kids wear space,” he said. The company would be scaling up its production from the current level of 2,500 pieces/day to 3,500 pieces, he said.

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