Join the brandwagon!

Published in the Deepavali special supplement
October, 2006

By Francis P Barclay

THE myriad readymade outlets showcasing big brands indicate the fast changes men's world of fashion is witnessing in this texcity.
Whether it is casual wear or formal wear, most men of today prefer branded items to its variant. There are also semi-casual wear to go with the changing lifestyles. And when cheaper apparels are readily available in the local market, why is this craze for the dearer branded ones? Is it for the perception that wearing branded clothing would add to one's image or the tempting media commercials? Or is it for the feel-good-factor or the notion
that branded ones last longer?
The exotic brands started entering the city market just during the last decade, and now there are about 20 foreign brands at hand. While a few foreign companies have based their manufacturing units in the country, others have exclusive dealers here.
Clothing, beyond any doubt, is important. One's wardrobe reflects the professional face and influences others' perception of him or her. When it comes to formal clothing, the world of brands has lots to contribute to its
symmetry.
An occasional wardrobe change is mandatory. A fashion-conscious 24-year-old Rajasimman, a HR recruiter in an MNC, says: ``Brand is one thing that can be counted on. It evokes better cognitive responses among people. When it comes to formal wear, I go for branded items. Of course, the price will be a bit high, but we need not worry about quality.''
He feels proud to say that he wears only Louis Philippe and Peter England apparels.
``People identify me with the brands I use,'' claims Kandavel, a software professional, while Johnson, who works in the administrative department of the Cognizant, feels that brands have a socio-cultural impact among the peer
group.
Rajendran, proprietor of a showroom dealing with a US-based brand Bostton, says: ``Casual wear is moving like hot cakes. The festival season started only this week and of the apparels sold so far, 60 percent are formals.''
He says people prefer striped shirts and think it's better to buy wrinkle-free ones.
The new arrivals in his showrooms include cutaway collars, Linon and Tenzil fabrics and shirts of dobby weaving.
Printed shirts also record good sale. He says Boston deals with about 250 designs in shirts alone. Their prices start from Rs 600.
Gopal, who deals with the Mumbai-based brand Cambridge, says ``I have been dealing with the brand for the past 16 years. I feel the response to this brand is picking up from the start of this decade.''
Branded clothing are available in comparatively cheaper prices also. Cambridge offers shirts for Rs 175, Jean for Rs 300 and T-shirts for Rs 99. The prices can compete with those from any local brands and are much lesser
than those of any foreign brand.
The branded ones are fashionable and, to some extent, affordable also.