Bengaluru, Aug. 20 -- India's legacy apparel brands are taking different routes to win over Gen Z. Some are extending familiar labels with youth-focussed sub-brands, while others are starting afresh with standalone ones. At stake is a younger shopper who seeks affordability and whose tastes shift quickly with social media, as also retaining the existing customers who built these brands.

In recent months, Peter England, BIBA and Libas have opted for the sub-brand route, launching VYBE, BIBA NXT and Gerua, respectively. The strategy allows them to create a distinct proposition for younger shoppers, while relying on the parent brand's existing sourcing, manufacturing and distribution capabilities.

Other players have a different strategy. T...