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Signoraa entrusts creative duties to be positive 24; to launch women’s fashion label ‘Ska’

Signoraa entrusts creative duties to be positive 24; to launch women’s fashion label ‘Ska’

Author | Gokul Krishnamurthy | Saturday, May 06,2006 6:12 AM

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Signoraa entrusts creative duties to be positive 24; to launch women’s fashion label ‘Ska’

Women’s ethnic wear store, Signoraa, has entrusted its creative duties to Chennai-based creative shop be positive 24. The agency will also handle the creative duties for the soon-to-be-launched women’s fashion label from the promoters of Signoraa, christened ‘Ska’.

April has been an eventful month for three-month old be positive 24. Following the Fitness One, Smash innerwear, Ajanta Supari and furnishing retailer Rastogi’s accounts, the agency added NGOs Mukthi and IWID and jeweller LKS Gold Paradise to its client roster.

Though the Signoraa and Ska wins did not involve a formal pitch process, the shop was asked to present creative routes for launch of the Ska brand, and for Signoraa as well, before the creative duties were entrusted with it.

Commenting on the new account wins, Abhishek D Shah, Managing Partner, be positive 24, said, “For Signoraa, we presented multiple communication routes and the client appreciated the strong insights on the segment. We realised that here is an opportunity to create a brand out of a label and occupy a distinct position, because most other players do not get into extensive above the line branding.”

Ska will launch with one exclusive boutique in Chennai, and the ‘Indo-western’ clothing label would be available in the price range of Rs 500 to Rs 25,000. It will then expand to more cities with exclusive boutiques, and simultaneously explore store-in-store opportunities.

“People have started noticing the changes we have brought about on the accounts that have come our way, and the feedback has been very encouraging so far,” added Sandeep Makam, the other Managing Partner of be positive 24.

The first Ska outlet is slated for launch in May 2006. While specific time lines on a national rollout are not known, the brand is looking at a national presence in due course. The Chennai launch will be accompanied by a print and outdoor campaign.

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