The Hindu Business Line : `Foreign' campaign to take Weekender fashion forward

IN an attempt to position itself as a `fashion-forward' brand on a par with international fashion trends, youth apparel brand Weekender is shortly planning to launch an audio-visual ad campaign, which would be shot in foreign locales with foreign models.

The campaign would coincide with the launch of its spring-summer collection in February and would be aired on youth channels such as MTV, Channel V, Star Movies and HBO. The campaign is being handled by Enterprise Nexus. The television commercial follows an extensive print and outdoor campaign, which also had foreign models, and was shot in South Africa.

Speaking to Business Line, Mr Govind Mirchandani, President & CEO, Personality Ltd, which manufactures the Weekender brand, said, "Research showed that the Indian youth wanted his clothes to reflect international looks and have trendy fits. We therefore felt the need for such an ad, so that we can position ourselves as a brand which focuses on international fashion trends."

Mr Mirchandani said the response to the print campaign has been extremely positive. "Our target audience has begun to recognise us as a fashionable and trendy brand with true international looks."

He said that prior to the campaign the consumers did like Weekender, but didn't perceive it as a brand with an international flavour.

Mr Mirchandani said that apart from the ad campaign, the company also underwent a complete overhaul of its product portfolio, distribution and retail strategy to reposition itself as a `fashion-forward' brand.

He said that the company is also planning to use foreign models in its campaign for the Weekender Kids brand. "We already have tie-ups with Walt Disney and Warner Bros to use their cartoon characters in our clothes and the use of foreign models would complete the international positioning we are focusing on."

Mr Mirchandani said the company was looking at setting up 10 exclusive stores this year across the country, and be present in at least 200 multibrand outlets.

With this new positioning, he expects a 42 per cent growth this year, compared to the 15 per cent growth last year.

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