East is not any more a sleeping territory, at least, going by the perception of the Rs 350-crore retail garments major Gokuldas Images. Eyeing at the region as an emerging market for garments, Weekender – the Rs 50-crore retail outlet chain under the Gokuldas Group, is soon to add two more new stores to sell its youth and kids’ apparel brands.
Referring to the expansion plan, Govind Mirchandani, President and CEO, Personality Ltd (Weekender), said: “Generally taken, the eastern region has less potential compared to the other three regions for apparel brands. However, it is an emerging market and we plan to increase our presence from the current two stores by an additional two stores. This will certainly help increase sales in Kolkata.”
Speaking to exchange4media.com, Mirchandani informed that the first store was scheduled to open in May at Salt Lake City Centre. According to him, the group has also harnessed the benefits of mushrooming malls across the country. “Malls have emerged as a family destination and we see more and more of our target consumers moving to malls,” he added.
Asked about his views on possible competitors, Mirchandani responded: “In the area of denim wear, sportswear brands and brands like Benetton could be treated as competitors.”
Equipped with a promotional budget of Rs 6 crore for the year 2004, Weekender is gearing up to launch a new Spring-Summer campaign bearing the trademark ‘wear your attitude’ stamp. “This campaign was shot in Cape Town, South Africa with international models, and reiterates the ‘wear your attitude’ feel. We are also working on a new TVC which will be aired in April,” Mirchandani said. The new communication package would be made by Bangalore-based Gaia, a sister concern of Enterprise Nexus.
Apart from mainstream media, Weekender is building up the kids’ range with a host of promotional activity. “We are the first kids apparel brand to launch a loyalty programme. Called Superstars Kids Klub, it offers a lifetime value proposition to the young customer through discounts and opportunities to win prizes,” said Mirchandani. “Weekender Kids is the first brand to get Walt Disney as a partner in a programme like this. According to the programme, members are entitled to a five per cent discount on every purchase of Weekender Kids or Toonworld merchandise. Further, they get an additional reward of two per cent of the purchase credited to his or her account, as points. These reward points can be redeemed for various attractive gifts from Walt Disney like T-shirts, caps and VCDs,” he added.