The Hindu Business Line : Arvind Brands' Flying Machine jeans set for re-launch

Armed with a new pair 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 re-launch phase hopes to soar high. Plans include setting up exclusive retail outlets, a media campaign, and ramping up the product line 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 mid-priced 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, Vice-President - 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. Apart from men's jeans, Flying Machine will also focus on women's jeans and other offerings such as cargoes, knits and shirts, said Mr Dubey.

Brand positioning

So, what will be Flying Machine's new brand positioning? Says Mr Dubey: "While earlier, Flying Machine stood for association with the mechanical aircraft, the new positioning is all about the intangible state of mind that represents creativity ... how far can you think and look at things while remaining connected... "

Enhanced retail experience will also be a key part of the re-launch. Arvind Brands has roped in London-based 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 re-launch.

More Stories on : Brands | Readymade Garments

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
PepsiCo focusing on juice, water and nutritional foods

`Govt may reduce import duties on luxury products'

Kolkata passport office to use Webel services

RPG Retail plans 2,000 Spencer's outlets over 2 years

Arvind Brands' Flying Machine jeans set for re-launch

French luxury brands bullish on India

1,500 new newspapers, periodicals registered