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EFC launches Anna?P and Rabael

NEW DELHI-BASED garment export company Evolution Fashions Creation (EFC) Ltd on Sunday announced the launch of two new brands Anna?P and Rabael in Madhya Pradesh. While Anna?P is a premium top end brand for women, Rabael is targeted at the youth segment of the market.
By HT Correspondent | None, Indore
PUBLISHED ON JUL 25, 2006 03:43 PM IST

NEW DELHI-BASED garment export company Evolution Fashions Creation (EFC) Ltd on Sunday announced the launch of two new brands Anna’P and Rabael in Madhya Pradesh. While Anna’P is a premium top end brand for women, Rabael is targeted at the youth segment of the market.

In a big fashion extravaganza at the preview and launch of the brand at Hotel Sayaji, the models displayed different collections of Anna’P and Rabael brands.

Talking to media persons, EFC national head (marketing) Rajan Verma said that people in MP are very fashion-conscious and want to wear fashionable dresses. With the launch of brand Anna’P the company has introduced a new concept of “mood styling.” The women can select a range of products according to her moods.

“It is a new concept in fashion creation and marketing,” says Verma. The Anna’P has been launched in four categories—Cool Maria, Funky Sania, Classy Diana and Elegant Zaara. As the names suggest, each brand conjures up a vivid image and simplifies the process of searching and selecting for the consumer, he said further.

Taking about the brand Rabael, Verma said, “It is affordable fashion for the youth”. He said, “The large majority of our population in India is below the age of 25; the brand is targeted at college students and other youngsters who save their pocket money to buy dresses; it is the most affordable brand in its segment, at least 30 per cent less than other brands.”

The core strength of Rabael is its ability to present high fashion at prices that will enable the youth to choose and buy more. The design draws inspiration from icons from the world of movies, music, sports and fashion. The looks have been created to instantaneously connect with the youth.

Talking about the company, Verma said EFC has hi-fashion, hi-quality credentials and awareness of international trends gained via its garment export operations. The company has followed a multi brand outlets (MBO) route instead of opening its own franchisee.

EFC has set a turnover target of Rs 1 crore for Indore and Rs 3.5 to Rs 4 crore for Madhya Pradesh.

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