glow in the dark t shirt
Branded-wear makers head for the hinterland
Every month Dayanand Shirke saves around Rs 1,000 from his part-time earnings of Rs 2,500. The 19-year-old commerce student from Sangli, about 430 km southeast of Mumbai, uses his savings to splurge on branded clothing.
The desire to own premium brands caught him a year ago when one of his collegemates started sporting branded wear. As Shirke’s father couldn’t afford to pay for his indulgence, he decided to earn some extra bucks himself to splurge on premium brands.
Premium clothing makes one "feel good about oneself" is how he justifies his new fad. "Wearing branded clothes gives you a certain degree of confidence and makes you feel a part of the globalised economy."
Like Shirke, other youngsters in semi-urban areas of India, (with population of anywhere between 3-10 lakh), also feel more connected with their counterparts in metros if they don premium clothing. And, racing fast to benefit from this very trend are players in the branded premium category segment.
According to Chetan Shah, managing director, Pepe Jeans London (India), close to 15 stores, varying from 1,200-3,000 sq ft will be started in markets such as Guntur, Nashik, Rajkot, etc by the end of 2008.
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