Women fashion apparel market seems to be gaining prominence in India. Whether International labels or Indian labels, everyone is fishing to grab the growing financially empowered women consumers’ pie. “While the market estimated to be 43,000 crore has many renowned Indian ethnic wear labels, the fashion space is still unexplored, and that is where Trendy Divva sees an opportunity”, says Gurprit Singh Sawhney, Managing Director, Trendy Divva.
The brand with 7 outlets in Delhi and Amritsar currently, plans to expand pan India, opening up to 20 new stores in trade capitals and Tier-II cities by December 2012. As the company prepares to get into an expansion mode, it is looking out for a creative and strategy partner that can lay down the creative strategy for the brand while launching in cities across India.
Confirming the news to exchange4media, Sawhney says, “As we plan to get into new markets, it is important to have a streamlined marketing strategy in place and we are thus looking for an agency that can partner with us in our growth plans. But we are very sure to go with an agency that has capacity and team force to give proper attention to the brand. We are very strong with our product, but as we grow marketing will play a very important role.”
The company had been working with small creative shops prior to this and this is the first time they are looking to hire an agency for their marketing and advertising strategies. The company also has other registered brands and aims to launch these as Trendy Divva strengthens grounds in different markets. The marketing budget of the company over the next one year is substantially high, though Sawhney chose not to reveal the exact figures.
“With Shoppers Stop, Future group, Westside in the retail format and other brands like Ritu Kumar competing in the same segment, Trendy Divva would differentiate by providing high quality at affordable prices”, concludes Gurprit. He further adds, “Every woman has a desire to dress like a Diva. High fashion women apparel today is so expensive that one purchase restricts anything more for the rest of the year. Trendy Divva’s mission is to bring affordable fashion wear to everyone. Achieving good quality and retaining good price is a challenge but we are committed to providing it.”