Business Daily from THE HINDU group of publications
Thursday, Oct 26, 2006
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Business Daily from THE HINDU group of publications Thursday, Oct 26, 2006 ePaper |
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Marketing
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Retailing VF Arvind looks to ramp up presence of Jansport brand Swetha Kannan
"We are looking at departmental stores and large format stores where footfalls are high."
Bangalore , Oct. 25 VF Arvind Brands, the joint venture between VF Corp and Arvind Brands, is looking at large-format stores and retail chains to ramp up the presence of its Jansport brand in the country. It is in talks with Pyramid Mall and Royal Sporting House for a presence; it also plans to approach luggage and book stores such as Witco and Landmark. According to a company official, VF Arvind Brands is working on a model to expand the distribution of Jansport bags from 45 outlets to 120 by the end of this fiscal year. "We are looking at departmental stores and large format stores where footfalls are high. We are also open to setting up exclusive Jansport outlets if the business proposition is viable," said Mr Pradeep Mukim, Business Head, Jansport. Currently, Jansport backpacks and shock-resistant laptop bags are available at departmentl stores such as Lifestyle and Shoppers' Stop malls, and at niche stores such as Planet Sports and Crossword. Jansport bags, which were brought into India in August, are priced at Rs 1,100 to Rs 4,000 — about 60-70 per cent more than other backpacks.
Niche Market
"Backpacks have a niche market in the country and it is not very organised. But the market is largely untapped and huge. About 70-75 per cent of people who travel within the country and aboard carry a backpack — whether it is a fake, original or a local brand. Jansport claims 85-90 per cent of the market share in those countries where it is present. So, we have the potential to be a leader in India too since there isn't much competition," said Mr Mukim. Meanwhile, the company plans to bring to India technologically advanced products from Jansport such as the Bluetooth-enabled backpack. Apart from Bluetooth connectivity, the backpack has a compartment for a laptop, one for the iPod and an insulated water bottle section to maintain the temperature of water.
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