International apparel brand Voi Jeans, which stepped into India in November 2011, is currently present in three cities – Gurgaon, Mumbai and Hyderabad. The brand plans to open more than 70 points-of-sale in FY13 with a mix of exclusive brand outlets (EBOs) and multi-brand outlets (MBOs) across India.
Varun Sharma, Head - Brand Communication and Marketing, Voi Jeans India, told exchange4media, “As we have big plans for the brand in India, we have chalked out a robust marketing plan as well. If compared with any existing brand in India, we would peg our budgets close to their annual spends even though we are still new to the Indian market.”
Voi has signed on Bangalore-based agency H2O for its creative duties. On choosing H2O, Sharma said, “Since we are just starting off in India, we were looking forward to having a creative partner on board who is going through a similar phase, so that we can both be mutually beneficial to each other. Plus, going ahead with a start-up agency will bring in fresh ideas which create an impact.”
There is no media agency on board at present, and the company plans to handle media duties in-house.
The apparel manufacturer has plans to explore various media to promote the brand, with an emphasis on the online space. Voi Jeans will be setting up an e-store to reach customers across the country. Sharma divulged, “E-commerce is going to be big and Voi Jeans will be a part of this tide from the very beginning. In the online space, we have a whole bunch of ideas that we would be exploring. We would like to move away from the traditional mediums as far as possible. In this, we would be creating spaces online that engage the brand based on its philosophy.”
Speaking about the TG, Sharma said that Voi Jeans would be catering to denim lovers in the age group of 18-28 years, for whom denim was not just a fabric, but a way of life. “The target consumer is trendy, but not trend-led, and knows what looks good on him rather than aping others just to look fashionable,” he added.
‘Voi’ means ‘You’ in Italian. Hence, it has adopted the brand philosophy of ‘Engineered for You’, which reflects that instead of designing denims, the brand engineers them as per the needs of the consumer. The brand has been positioned as a premium international denim brand with a sharp pricing structure. Commenting on the brand campaign exclusively shot for India, Sharma, said, “The phrase ‘Engineered for You’ is not just a campaign line, but is the philosophy around which the whole brand is structured. The campaign which we have shot for the Indian market depicts this philosophy in the true sense, from the model’s attitude to the whole idea of shooting against a black background was carefully thought out. In this campaign, the product is in focus and the complete package stands true to our philosophy. In the coming campaigns, Voi Jeans will follow the same philosophy.”
Commenting on the India foray, Sharma said, “India has been a market where Voi Jeans always wanted to be present in due to the growing denim market and to fill the gap for a denim brand in the structured and constructed denim segment. Most of the brands present in India have the basic five-pocket denims, which provided an untapped potential for Voi Jeans. The brand recognised the opportunity and geared up for launch in India. The plan materialised when Voi Jeans partnered with Scotts Garments Pvt Ltd, a Bangalore-based fashion apparel manufacturer, to form the JV.”
Voi brand was established in the year 1988 with its head office in the UK. Currently, there are more than 300 e-retailers selling Voi merchandise across the UK. Fashion magazine ‘Drapers’ ranked the brand among the top 10 brands in 2010 in the UK.
Our typical marketing budget is usually 10 per cent of the topline spend