I did my project with Arvind Brands Limited for an international premium brand ‘Wrangler’.

Wrangler has been a distinguished brand in the denim and casual wear category since its e-launch in 2000. Considering the recent activity in the retail sector, Wrangler India decided to revamp its women’s portfolio and anytime wear positioning. The key issue to be addressed was to know the perception of fashion in the mind of the Indian woman with respect to denims, their styling and look. Also to be addressed were these questions: what is the image of Wrangler in the minds of the women consumers? How would Wrangler look at changing the image to the positioned image- a high fashion brand?

One way out was accessorising denim and casual wear to give a more feminine appeal. The apprehension was whether such denims would be accepted in the market. So the research then got on to a third aspect which was to know whether and how much acceptance is there for accessorised garments in the casual wear segment.

I worked in accordance with a specific brief under the guidance of two mentors. My key responsibilities for this project were to design and sample the ‘Wrangler’ Womenswear SS07 Collection based on a thorough market study and trend analysis. It exposed me to a real time scenario enabling me to understand the working of an international brand, brand image, constraints, consumer needs and to deliver within that framework.