Quick 5 with Ashni Biyani on Holii’s new brand identity

Holii’s new logo is contemporary, free flowing and goes beyond ethnic, shares Ashni Biyani, Director, Future Group

e4m by Priyanka Mehra
Published: Aug 10, 2012 8:05 PM  | 2 min read
Quick 5 with Ashni Biyani on Holii’s new brand identity

In a bid to further strengthen consumer connect, Holii Accessories – a joint venture between Future Group and Hidesign – unveiled its new logo. Gilles Moutounet, CEO, Holii India shares that the new logo is in sync with the overall philosophy of pushing limits and boundaries.

“The new brand identity is born out of our desire to break the shackles, realise our potential, and prepare the future developments and vision of Holii as a fashion and lifestyle brand with clear international ambitions,” said Moutounet.

Ashni Biyani, Director, Future Group gives her perspective on the new logo, brand presence and future plans.

What were the consumer insights that led to the creation of a new logo?
With emergence of new players, especially in modern retail, handbags as a category has grown considerably and hence, there is a considerable investment in the market. Colour is the new thing that consumers are looking at when it comes to handbags. We wanted to go with a logo that was more contemporary and free flowing. The feedback we received from consumers was that we needed to go beyond ethnic.

What is the retail presence of the brand?
We are focusing on metro cities and have a presence at Central, Lifestyle, Pantaloons and Shoppers Stop, among leading retail chains. In a department store such as Central, Holii would be around 15 per cent of the entire category.

Are there any plans to enter tier II cities as well?
We have presence in Cochin, a retail store at the Goa airport, and we are also looking at the Chandigarh market. This is supplemented by the brand’s online presence.

How is the change in the logo being communicated to the consumers?
The brand has incorporated the new logo at all the new stores and new product lines as well.

What are the brand’s plans going forward?
We are looking at entering the apparel space early next year.

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