Wrangler 'Blue Bell' limited edition
Central Garment Factory Co Ltd expects 12-per-cent sales growth for Wrangler-brand clothing this year, after the launch of the "Blue Bell 2006" limited edition line marking the 102nd anniversary of the label's founding by CC Hudson.
Central Garment Factory is a subsidiary of the Central Marketing Group. The company holds a licence from the Cotton Council International, licensor of Cotton USA trademark, to manufacture Wrangler jeans.Visit Poranapiti, the company's assistant vice president, said the limited edition consisted of only 500 pieces to be sold worldwide and consists of three pieces: two types of jeans jacket and one type of jeans trousers. Twelve pieces of one type of jeans jacket and 20 pieces of another are available for sale in Thailand, along with 56 pairs of the jeans trousers. Visit said Wrangler sales were up 5 per cent so far this year and should show a 12-per-cent increase for the year. Factors contributing to the growth include new strategies for attracting consumers, an improved product and frequent launches of new collections - four collections a year, excluding premium collections, in keeping pace with rapidly changing trends in jeans. In addition, production of Wrangler women's clothing is now 40 per cent of total output, up from 30 per cent before, because the market for women is more fashionable and competitive than for men. The main target group is 25-35-year-olds, but the company is also trying to attract a younger clientele. Wrangler expects to spend 5 per cent of its revenues on marketing this year. Chalida Ekvitthayavechnukul The Nation
|
