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India : National Garment Fair Met with Heavy Response |
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2003-8-12
At the recently concluded National Garment Fair in Mumbai, three brands made their debut with a clear mandate to create awareness and further their reach. They were ITC’s John Players, Zodiac and Levi Strauss & Co, all first-time participants at the fair.
While ITC was trying to create a distribution set-up for its brand John Players, Zodiac’s presence at the fair was a reflection of its focus on the domestic market. For Levi, it was a platform to not only increase its distributor network but also drum up the image of the brand among the youth.
At the Levi stall, a DJ (disc jockey) belted out fast music and people who flocked to the stall participated in a quiz to win Levi handouts. So Levi was trying to create an ambience to entice consumers (youth) to touch and feel the products from its stable. “The global brand image has to be reflected in each and every activity that we undertake. Then you have the ambience and environment for not only consumers but also retailers, who can understand the brand ethos and ask questions related to
the brand,” explained Levi Strauss & Co director (marketing) Suman Chatterjee.
The decision to be a participant at the fair was also necessitated by the fact that Levi is on an expansion spree, he added. “We realised that the fair was a good platform to meet retailers on a
one-to-one basis and this will help us in our expansion plans,” Mr
Chatterjee said.
For ITC Lifestyle’s retailing business division, the agenda was to
create John Players as an infrastructure brand to build up a distribution network across the country. ITC Ltd’s Lifestyle retailing business division project head Krishnan Chatterjee said, “We are looking at consolidating our distribution network through John Players which would be the foundation of future brands, which will be unveiled as we go ahead.”
“We are not yet looking for exclusive outlets for the brand because the strategy for John Players is accessibility,” Mr Chatterjee added. Zodiac national sales manager Vinay K Bajaj said the company is now focusing on the domestic market as well which prompted it to be present at the fair.
“It gives us a platform to showcase our entire range from ties, shirts to accessories. It also marks an attempt to meet retailers to make further forays in the country,” said Mr Bajaj.
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