The Hindu Business Line : Reid & Taylor sales expected to rise by 40 pc

THE premium suiting brand of S. Kumars, Reid & Taylor, expects to post 35-40 per cent turnover growth and gross the company over Rs 220 crore in domestic sales for 2003-04, according to Mr Tarun Joshi, Communication Custodian, Reid & Taylor.

An `aggressive' marketing plan launched by the company will bring about this turnover growth.

It has budgeted Rs 20 crore for the brand's advertising campaign during the October 2003-September 2004 period. The current campaign, starring Mr Amitabh Bachchan, is likely to be reoriented to raise the `emotional quotient' to make the campaign "more penetrative and create empathy" with consumers.Mr Joshi added that the current Reid & Taylor advertisement had proved such a hit, that consumers were asking for the `Amitabh-wala suiting.' Feedback from Reid & Taylor distribution agents was also positive, with a number of them asking for more of Mr Bachchan's posters and enquiring about what else was outlined for the superstar.

The company is also ramping up its retail strengths. It has 10 exclusive retail stores now, and is planning a flagship store in Mumbai's upmarket Fort area by the end of January 2004, and another later next year. Another 3-4 outlets are to come up in New Delhi in 2004.

Mr Joshi said that its retail stores would house fabric and ready-to-wear, and it was looking at the exclusive retail and multi-brand outlet routes for expansion.

Tamarind, S. Kumars' ready-to-wear brand, is also set to have a new marketing focus. Tamarind's bumpy ride so far was attributed to the initial hiccups the company experienced because of demand exceeding supply in the brand's launch phase. Mr Joshi said Tamarind was aimed at the younger set and the brand was being reoriented for the spring-summer 2004 collection, offering new styles, colours and cuts. The emphasis now, he said, was on regaining lost ground in terms of market.

The brand, ranged in the mid-to-premium price segment, was set to improve margins because of cost efficiencies from improved technology and logistics.

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