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Reid & Taylor targets mid-market in strategic shift

03-January-2005
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Reid & Taylor targets mid-market in strategic shift

Reid & Taylor, positioned as a luxury suiting brand, is now focusing its attention on the middle segment of the market to expand its presence. The company has revised its strategy to target the core Indian customer.

“Consumer research showed that we were perceived to be a much more expensive brand than we actually are,” said Tarun Joshi, Brand Custodian, Reid & Taylor. “Depicting the consumer buying patterns across the country, the campaign conveys approachability and affordability of the brand, without compromising on quality,” he added.

Amitabh Bachchan has been the brand ambassador for two years and his presence in TVCs has helped increase Reid & Taylor suiting sales by no less than 35 per cent. “With him we wanted to create empathy. Conceptualised to tug at the heartstrings of people across the country, the ads are expected to play a vital role in creating a bond between the brand and its customers,” said Joshi.

There are four commercials highlighting different walks of life. Two are already on air, and other two are to follow soon. The new ad looks at a Tamil couple whose son is travelling abroad for higher studies while the second one shows Rajasthani women seeking fabrics for their sons-in-law. “We have used women in all the ads as they are the key influencers and purchasers,” Joshi said.

The media agency for the company is Mindshare while the creatives are handled in-house. “We are looking at ad spends of about Rs 15 crore and upwards,” Joshi disclosed.

While retaining the chic of the Scottish fabric, Reid & Taylor designers have created a line favourable for Indian weather conditions. With a starting price of Rs 400 per metre, the fabric range is likely to appeal to a wider socio-economic stratum. It is available in 14 exclusive stores across the country and also in 10,000 multi-brand fabric retailers.

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