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K.R. Srivats

NEW DELHI, Dec. 2

THE Rs 65-crore menswear brand Oxemberg will soon have a sub-brand in "Oxee" for its semi-formal range, which is to be launched by the end of December this year.

Oxemberg, part of the Siyaram Silk Mills, is targeting about 200-odd multi-brand outlets in the country for showcasing its `Oxee' range.

"The Oxemberg brand will endorse Oxee as `Oxee by Oxemberg' till the sub-brand establishes itself. We are also looking at a sub-brand for our denim range. But semi-formal is the fastest growing segment in the menswear range. There is so much potential for growth in the menswear range. Only 27.5 per cent of the menswear market is branded," Mr Ashish Chadha, Brand Manager, Oxemberg, told Business Line.

He also said that the latest non-celebrity commercial from Oxemberg is aimed at correcting some of the wrong perceptions about the brand. "We want to make it clear that Oxemberg is a menswear brand representing the formal and semi-formal segments. There was lack of clarity as some felt Oxemberg to be a casual wear or a denim brand. The commercial is taking the plank of Oxemberg being a "energy clothing", Mr Chadha said. .

On the rationale for adopting a dedicated sub-brand approach rather than the umbrella brand approach, Mr Chadha pointed out that the menswear market was growing and already fragmented into niches. "In such a scenario, sub-brands for different categories is the best approach", he said.

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