The recently concluded revamping measures seems to be paying off as Weekender posts a 40 per cent increase in sales. Apart from repositioning the brand as an international fashion label, Weekender has reinforced its distribution chain by entering the fast expanding line of shopping malls.
Previously positioned as a ‘street wear’ brand, Weekender has metamorphosed itself into a fashion brand. According to Govind Mirchandani, President and CEO, Personality Ltd, the change has been more than just a change in image or positioning. "Today’s youth is highly in sync with international trends and we wanted to live up to their expectations. But your image can only be upgraded if your backend is in order. So, we decided to first tweak up our product, make it more fashionable, package it better, price it right and communicate what we have been doing in terms of products to our target audience who are teenagers in SEC A and SEC B+," Mirchandani explains while talking to exchange4media.com.
The company focussed its revamping activity on acquiring an international look and feel for the brand. Apart from utilising international fabrics and designs in its apparel line, Weekender went about giving its exclusive retail outlets a new look. As Mirchandani puts it, the outlets have been redone in a style to cash in on the growing number of impulse-buyers.
Not alone doing up the brand and the outlets, Weekender has also strengthened its distribution chain. Alongside the 50 exclusive showrooms, the brand is also present across 150 multi-brand units and large format stores. It has also reached out to shopping malls. "People are moving away from the high streets to the malls. Issues like parking problems on high streets will only accelerate this transition, " he says.
The fact that the last 12 spaces taken up by the brand are all in shopping malls, reflects the optimism. “We entered into a shopping mall, only after being sure about its survival,” Mirchandani says.
Along with mushrooming of shopping malls comes the prospect of several international brands entering the Indian market. Mirchandani is confident that the new international feel to the brand will not only score with the youth but also serve as a defence against future competition.
Weekender has used a combination of print and outdoors to promote its new and improved image. Spring Summer '05 will see the brand's new TVCs hit the screen. Weekender, currently a Rs. 50-crore brand from the stables of Gokaldas Images, is looking at adding on an annual 20 per cent hike in revenue year on year.