TT garments is staying well ahead of its competitors by launching new styles for autumn with cut and new technology along with varied printing options in full sleeve T-shirts. The focus this summer season is already over and new styles for autumn have been finalized. The winter collection shall be introduced this month where a similar trend shall be followed for new introductions in style trends.
Better sales expected after a bleak summer
TT’s focus is to provide a varied portfolio but at value for money price points, as the customer has become very price sensitive a fact indicated by the sales records of 2019 Spring/Summer.
“Summer season was not up to expectations, partly due to the limited purchasing power of consumer and Lok Sabha elections disturbed the flow. The fear of poor monsoons (already 10 to 12 days late) has created an overhang on market and will be critical to consumer sales. However, with elections over, government schemes money flow is expected to increase. Hence, rural purchasing power may prop up making the autumn/winter season better,’’ points out Sanjay K Jain, Managing Director of TT garments with a varied portfolio of casuals, sportswear, winter garments and innerwear for men, women, and kids.
TT is following key fabric trends this season. Blends such as spandex based fabric are slowly and steadily replacing pure cotton. A more versatile portfolio of colors and prints are flooding the market as the average lifecycle of any product has come down significantly. Many are just seasonal products and go off the shelves once the season is over.
Bajrang Punia is the new brand ambassador of men’s innerwear
Realizing the importance of brand ambassadors to increase sales figures, TT recently signed up World No 1 wrestler from India, Bajrang Punia as its men’s innerwear symbol. Bajrang Punia has won the Asian Games and World Championship and is one of the best prospects for an Olympic Gold Medal. The company believes in promoting its innerwear as a reliable and durable product and thus a real hero was chosen as the mascot unlike filmy heroes like other innerwear categories.
Wrestling is a sport that epitomizes strength, courage, and intelligence and is one of the most popular sports amongst men, especially in the Hindi heartland. TT garments feels that Bajrang Punia will create an instant connect with its male target audience and enhance its macho appeal. “The very image of him showing off TT innerwear on a six-pack abdomen physique is enough to get these products off the shelves,” says Jain.
Focus on both online and offline retail
Established in 1952, TT Garments has built up a good reputation with a complete range of innerwear, casual wear and active wear for men, women, and kids. The company sells pan-India through both organized retail chains as well as EBOs by name of TT Bazaar and through distributors and whole-sellers. It sells its innerwear under the brand name of TT and casual/active wear under the brand HiFlyer. It currently has 25,000 MBO’s, 52 EBO’s and 6 Large Format chains who have multiple stores across the country.
Although the shift post-GST has been more from unorganized to branded, products, the overall demand has been low over the last year. It focuses on online retail for a pan India reach, although it strongly believes in product acceptability offline before offering it online to ensure there is no mismatch of expectations and what you see is what you get. “We are looking at 30 per cent growth in turnover of its garment vertical as it deepens its penetration in its major markets with a wider and more appealing product range,” says Jain.