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Weekender repositions itself as a family store; unveils aggressive expansion plans

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Weekender repositions itself as a family store; unveils aggressive expansion plans

Weekender, a fashion clothing brand which has been targeted at the youth at the age group of 13-25 and kids in the 2-12 age group, has repositioned itself as a young family store, where the entire family can shop for clothes. Brandcomm is the creative agency on the account.

Weekender, which started in 1987, has been synonymous with a relaxed, easy-going lifestyle and their clothes reflect this emotion.

Balaji Bhat, CEO & MD, Primus Pvt Ltd, which owns the Weekender brand, said, “We continue to have enormous equity and top of mind recall in its category. We have used this competitive advantage to become one of the more popular apparel retail brands with a brand recall much stronger than its peers. With the reinventing of the brand as a family fashion destination, Weekender brings a newer, stronger product promise to its customer. We are targeting the young fashionable family.”

Bhat added, “Brandcomm is the ad agency for Weekender. We will have a mixture of media including TV, OOH, print, radio and in-store promotions.”

“Currently, we have 60 stores in 40 cities and in 24 months’ time, we plans to expand to 200 stores in 80 cities,” he further said.


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