Cool Club, Voicing a similar opinion is K Bali of Rampage, a relatively new clothing store in Sindhi colony. Located on the stretch of road that has seen as astonishing number of similar shops sprouting up, Bali feels that, as with the demands of todays youngsters, we have a wide range of party wear which includes the regular designer jeans, crushed and printed tops, bow necks and slim fits. He points out that since party clothes are not to be worn more than a couple of times, the youngsters seem to prefer the alternate clothing designer. Its all about looking good in a combination of good looking clothes, he says. Business wise, he feels that such stores do better business than stores which house branded clothes since the range of branded clothes is very limited. Stating that bright coloured clothes are in, he said that seasons don't really affect their clothing line-up.
On a larger scale there are shops like Cool Club White House building, Begumpet, which is a Chennai based chain group and has four outlets all over India. Raju the in-charge, feels that his focus in on the masses, and therefore, the trends change a lot more. He feels that casuals along with party-wear face, a faster development. To stay afloat one has to be creative and remain fresh with new and innovative ideas. Describing the whole procedure of branded clothes and their marketing as tedious, he says that shops like his develop faster and have an easier time keeping up with the latest developments in the fashion arena. when pointed out the tag of quality brands have attached to them. Raju said that we are economically possible and don't compromise on quality.
In this war of the branded versus the non-branded, what does the consumer feel? I think it all comes down to what is economical, brand or no brand, says Kaushik, a regular at Show Off, another clothing store at Sindhi Colony, If I can get a pair of T's and a jeans at the price of a single, say Lee jeans, then I would obviously go with the former, he says. considering the range of clothing offered by these stores and the constant desire to be different, youngsters seem to have let go of the idea that brand equals status. | 
