Kolkata-based apparel company Hoffmen has recently done a rebranding exercise to reposition and give a fresh look to its brand. The Hoffmen brand was launched in 1991 and dominated the market with its denim wear range. This was also around the time when imported denim wear was not available in the market easily.
With the rising popularity of cottons in the apparel industry, Hoffmen, too, has joined the bandwagon and has launched a new range in cotton formals, informals and casuals in shirts and legwear.
The rebranding includes a new stylised logo and a campaign, with four different visuals shot in foreign locales. The campaign takes off from the idea ‘bound by some common passion’. It is all about people who are bound by or share some common passion, be it music or some kind of sport. This backdrop is used to showcase the entire range.
The campaign and new logo design have been done by Interact Vision, Kolkata, which has been handling the Hoffmen business for the last six months. The media mix will initially be hoardings and press, and will cover Kolkata and the Eastern region .The target audience for Hoffmen brand is 25-year-old and above, upper middle class officegoers and corporates.
Said Pramod Rungta, Managing Director, Hoffmen, “We wanted to give the brand a fresh boost.” He added that at present, men’s accessories like ties and belts are being retailed from the Hoffmen brand stores, and soon to be followed are socks, handkerchiefs and wallets for men. He said that the company is also planning to launch innerwear by the middle of next year.
The company aims to have over 50 exclusive brand stores by 2009.