Madura Garments is India’s premier company in the ready to wear segment. The brand profile ranges from Peter England, Elements, Allen Solly, to Van Huesen, Esprit, Louis Philippe and Byford.

To offer a new dimension to the customer in terms of product and shopping experience, the company planned to invest in a trouser destination store. A store where trousers of all sizes, variations and styles would be available under a single roof named Trouser Town. I had to design a complete range of trousers for the same store.

As a promise to the customer to deliver sizes and styles that fit all, a rapid development of a universal grade, appeal and size measurement was necessary. The steps taken by the team were: understand the customers and their needs, understand the product, and understand the factors affecting purchase decisions.

Being an apparel designer, I was designated the key role in the team. Being responsible for a universal design collection, I had to be very careful about the product and the customer mindset. I was also responsible for the private label’s marketing and brand positioning, so the graphics and other inputs also became my domain.

The project was a real time project, and so gave me the opportunity to understand how a brand is made, how it is put on shelves and into the customer’s heart and mind and most importantly, how the customer responds to a new brand.