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 Hasbro, the company that owns the Genesis & Basics brands, has reached yet another milestone. The company has launched a range of special ‘light-weight’ jeans under the Basics brand, along with denim shirts. The jeans will be 9.5 ounces, as against the typical 14.5 ounces, and perfect for the Indian summer.
The company has grown steadily in the casual wear segment since the launch of the Basics brand - an exclusively casual & semi-formal brand in 1997. Hasbro experienced a growth rate of 70% in the last financial, and is targeting a similar growth for the current year. The basics share of revenue has grown close to 60%, and the company expects to maintain this ratio this financial year - given the increasing popularity & the immense potential of the casual wear segment.
Suhail Sattar, partner - Hasbro, said, “The casual wear segment is challenging, and has tremendous potential. The key is in product innovation & effective communication with target audiences - both Basics forte. The Basics’ lightweight jeans are sure to be a success, on its sheer product strength.”
The jeans will be targeted at college students & young executives. Priced at Rs. 899, the jeans are much lighter because of the special fabric & technology used. The jeans are being manufactured in the company’s existing Bangalore facility. Hasbro projects sales of 25000-30000 jeans and 40000-45000 shirts in the first few months.
The company has recently ventured into sales promotion & events, like the very successful Valentines promotion & the recent launch of the summer collection. Hasbro has seen tremendous national and international growth in the last one year. The Genesis & Basics brands opened 3 new exclusive stores in India, and 3 in the UAE. The focus has been on the smaller cities & towns in the south - as part of which the company is opening stores in Coimbatore, Erode & Salem in the next one year. The brands are currently present in 45 MBOs across the country.
About Hasbro
Hasbro is a 12-year-old men's-wear company started by Hanif & Suhail Satter. The company has 2 brands in its portfolio - Genesis, a men’s formal wear brand, & Basics, a smart casual wear brand. The fabric for the Hasbro products are sourced from the best names in business - Arvind, Mafatlal, Madura, Ashima, from Bombay & Bangalore. The company has two manufacturing facilities - one in Chennai & another in
Bangalore.
Genesis offers dress shirts & dress trousers in an array of world-class fabrics. The dress shirts are crafted from classic 100% cotton & polyester cotton combinations in weaves like Pinpoint Oxfords, Classic Oxfords. Easy-to-Iron fabrics, fill-a-fills, Classic Chambray. The dress trousers are made of polyester cotton, polyester viscose and polynosic fabrics in 2 fits - flat front & pleated. Prices start at an affordable Rs. 499.
Basics offers quality casual wear and accessories. The shirts are 100% cotton & golf ball washed for softness in twill, tussars, poplins, dobbys and Iycra in long & short sleeves, including a slim fit. Basic trousers are in wrinkle free, chinos, cargo styles, flat front, - all golf ball washed.
Media
Contact:
L. Saraswathi / Vanaja Pillai
Ogilvy PR world-wide Chennai
Tel: 8529471/8520677/8520967
Email: l.saraswathi@ogilvy.com,vanaja.pillai@ogilvy.com
Published on 3rd
August 2002
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