Making a comeback in the ready-made segment, Bombay Dyeing is reviving its age-old shirt brand — Vivaldi.
Having offloaded the brand to Proline in the past when it bought out a 51 per cent stake in the casual and sportswear company, Bombay Dyeing had put its shirt brand on the back burner for the past few years. It now intends to bring it back with the help of Proline, its joint venture partner.
Mr Aloke Banerjee, Head- Domestic Business, Bombay Dyeing, said, "We have decided to revive the Vivaldi brand which was one of the first ready-made brands in the company's portfolio.''
Having roped in Bollywood actor John Abraham as the brand ambassador for its suiting and shirting range, the company would get him to endorse Vivaldi too. Adds Mr Banerjee, "We would expect John to step in for Vivaldi as well.''
At present, Vivaldi is being sold through Bombay Dyeing's stores in a limited way and with the re-launch it would have an added retail visibility at the Proline stores as well.
Pitted against the Madura Garment's shirt brand, Peter England, Vivaldi is positioned at the bottom end of the men's ready-made shirts market and also includes trousers and inner wear in a limited way.
Revive suiting range
Meanwhile, the Rs 1,000-crore textile major is trying to revive its suiting and shirting range.
"In the past few years we have been focussing on our core areas such as bed sheets and towels but now we have decided to treat suiting and shirting as a major part of our portfolio.''
Having signed John Abraham for a period of one-and-a-half years, Bombay Dyeing expects to find synergies between the films he acts and the brand to highlight its revamped suiting and shirting range. For instance in the just released film of John Abraham Taxi No 9211, the actor wears a pin-stripe suit throughout the film, which is a Bombay Dyeing product.
It is also running a contest at the retail level whereby the winner gets a complete style makeover from the company.
After Taxi No 9211, Bombay Dyeing is now evaluating the possibilities of associating with the actor's forthcoming projects such as Kabul Express and Babul.