The Hindu Business Line : Reebok sets store by women

Chennai, June 1 “Befriending our women customers,” is how Mr Sajid Shamim, Director-Marketing and Products, Reebok India Company, describes Reebok’s renewed focus on women-wear and that sums up the company’s current marketing strategy.

Reebok, part of Adidas AG of Germany, has close to 700 retail showrooms across the country. It now intends to focus on ‘women only’ outlets, where the products on sale convey a thematic appeal.

Keeping in with this strategy, Reebok on Sunday opened an exclusive showroom selling womenswear of Reebok brand in Chennai — the first such retail outlet in South India.

The shop sells sportswear, casual wear and footwear products, catering mainly to young women.

“We would be aggressively focussing on women’s category and create new product lines,” Mr Shamim told Business Line, at the inauguration function.

He noted that the event marked “our foray into the burgeoning lifestyle space”.

Nestled in a building in that also houses a women’s gym, a beauty parlour and a hangout eatery, the Reebok showroom on Khader Nawaz Khan Road expects to recover its Rs 40 lakh investment in two years.

The franchise is owned by a group of four women.

The women-centric strategy has been evident for some time in Reebok’s communication — such as in the ‘I am More’ campaign, which has various women celebrities as its brand ambassador. .

More Stories on : New Products & Services | Gender | Leather

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

Stories in this Section
Tokens for ‘vegetables in van’

Celebrating the arrival of Cricket’s big league

Radisson Hotel package

Loyalty Solutions eyeing foray into B2B space

Reebok sets store by women

R-Com launches coin box PCO