Arvind Brands' Flying Machine jeans set for re
Armed with a new pair Maillot Football of wings (literally too, as its logo sporting a World War II aircraft will give way to a set of stylish wings), the brand in its relaunch phase hopes to soar high. Plans include setting up exclusive retail outlets, a media campaign, and ramping up the product line Maillot De Foot Pas Cher to give a contemporary and international feel to the brand. Arvind Brands is also in talks with a Bollywood celebrity to endorse Flying Machine.
While year one will see the midpriced brand consolidate itself in India, there are also plans to go abroad in the second year.
To Take on competition
Flying Machine wants to take on competition from international players in the denim category. Says Mr Alok Dubey, VicePresident Business Head Own Brands: "Till 1998, before the entry of foreign brands, we were the no. 1 jeans brand in the country. The entry of international brands created a lot of interest in the category and the market suddenly saw consumers moving to international brands. But we hope to match these brands by offering cutting edge fashion at affordable prices."
The new line of Flying Machine jeans, priced at an average of Rs 1,000, has been designed by Italian designer Chicco. how far can you think and look at things while remaining connected. "
Enhanced retail experience will also be a key part of the relaunch. Arvind Maillot De Foot 2013 Brands has roped in Londonbased design firm JHP (which also designed Arvind's Excalibur stores) to design exclusive Flying Machine stores. Around 25 retail stores will be opened in May across Bangalore, Delhi, Hyderabad and Mumbai. In two years, there will be 100 Flying Machines outlets in the country.
Meanwhile, Excalibur, the recently revamped brand from Arvind, plans to enter the women's work wear segment in September.
The brand, which offers complete wardrobe solutions for the man, hopes to finish the current financial year with a turnover of Rs 60 crore, post relaunch.