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ITC brings out playfulness in young women with 'Miss Players'

03-July-2007
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ITC brings out playfulness in young women with 'Miss Players'

Having established John Players as a popular choice for trendy fashion among the male youth, ITC has expanded its portfolio to include Miss Players, offering fashion for young women. The brand will have a distinct identity of its own with innovative advertising, and exclusive stores that will showcase the vibrant range in its entirety. The collection is targeted at women in the age group of 18 to 25 years and offers a vibrant wardrobe of casual wear, party wear and work wear.

This platform of ‘style with a playful side’ is also reflected in the tagline for the brand -- ‘play it cool’. Bollywood actress Amrita Rao has been roped in as the brand ambassador.

The Spring-Summer ’07 collection of Miss Players has already hit the stores. Since the right fits are quite essential for this segment of consumer, extensive research has been done to arrive at fits that would be ideal for the silhouettes of the female youth in India. Detailed trials have been conducted across cities to validate the fits developed.

Atul Chand, Vice President-Marketing, ITC’s Lifestyle Retailing, said, “With Miss Players, young women will now have a complete wardrobe of cool fashion-wear under one brand. The young woman of today is fashion-aware and confident of her personal sense of style. Miss Players will offer a vibrant wardrobe keeping in mind her tastes and preferences.”

The range is priced from Rs 495 to Rs 995. Miss Players is currently available at select exclusive stores and at leading John Players stores in key cities. The availability of the brand will be enhanced to reach exclusive stores and multi-brand outlets in malls and high-street locations in the key consumption centres of the country.

Chand observed, “The market for women’s western wear has been rapidly growing over the past few years. Coupled with rising incomes, the youth of the country have fuelled this growth, with apparel and fashion being one of the chief avenues of consumption.”

The marketing initiatives for the brand will be targeted to talk to the young woman. A multi-media campaign including ads in dailies and innovations in women-centric magazines, and hoardings in key markets are being put in place to showcase the brand attitude and the extensive product range.

The online medium will be used in a comprehensive way to connect with the youth. Apart from a brand website that will portray the cool brand attitude, a host of online initiatives are planned on women-centric and social networking websites.

The marketing campaign for the Spring-Summer collection has already been launched and will continue till July-end. The campaign will continue in the months of September-October for the Autumn-Winter collection.

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