With brands like Flying Machine, Energie, US Polo Assn under its belt, Arvind Lifestyles Brands is in a sweet spot and is eyeing a bigger share in the market. It wants to do increase its presence by expanding the product
portfolio and retail network. Recently, all its brands unveiled their A/W collection for 2011. Talking about the product portfolio, Gautam Kotamraju, Product and Design Head-Denim, Arvind Lifestyles Brands says, “We do denim, textile and puff nylon jackets because it’s a growing market for us. We are doing some accessories and have a big thrust on shoes that go with casual wear. We are also looking at adding watches through the licensing route.” Kotamraju points out they are slowly moving towards a situation where the right fashion is presented in the right atmosphere and at the right price . “What is selling in Milan should be offered here at the right time,” he explains. For A/W 2011, the Flying Machine collection is based on flying as a theme. It consists of vintage-looking apparel. One of the lines is inspired by the Brooklyn area of New York. The shirts, T-shirts and jeans speak of Brooklyn’s music and art. Energie’s range for the season is called Style Clash, a collection of styles from all over but melded interestingly. Coast to Coast is Disney inspired cartoon clothing. US Polo autumn/winter line revolves around Americana in the truest form. The Flying Machine brand is the oldest homegrown denim brand for Arvind. In 2007, it was revived and re-launched in a different avatar with a new logo, placement and philosophy. Since then it has witnessed tremendous growth. Now the company wants to take it to the top three level. “We want to be among the top five brands. It has grown in sales and has been accepted well by dealers, distributors and consumers,” Kotamraju says.Arvind Brands: Reaching out with Energie, US Polo, Flying Machine - Fashion - news - Fashion News India, jobs, network, apparel, business