Lee, the premium denim brand from Arvind Fashions, has expanded its accessories portfolio by introducing a watch series. Coming with an affordable price tag, the collection is expected to not only extend the fashion brand’s product range but also promote impulse buying.
According to Suparna Mitra, Business Head, Lee, the popularity of a brand label is no longer restricted to apparel. “Just like branded apparel, watches too are becoming a new and fast-growing dimension of people's wardrobe. Several of our style conscious customers, especially youth, now want fashion options and stylish merchandise to express their identity,” she says.
Despite the presence of prominent youth watch brands, Mitra believes that the new range of Lee watches will have its own share of takers. “These watches are not meant as a brand by themselves. We are promoting them as an added option available to our customers,” she states.
While the Lee brand name will do much for these watches, their affordable pricing is a factor not to be ignored. With the entire range priced below Rs. 500, they make perfect bait for impulse buyers. “We are not a watch brand and therefore have to be economically priced. Not many of our customers will walk into our stores with the intention to pick up a Lee watch. This range is targeted at those customers who have come in to buy some basic product and also pick up a watch on an impulse,” she adds.
“I am not expecting any significant increase in my turnover from the watch series. We have 54 exclusive Lee showrooms across the country and want to utilize the new collection to extend our product range and increase our value proposition,” she says. Consequently, the promotion of these watches will be a combination of in-store and outdoor events. Following the popularity of the present range of watches, Lee is working on bringing out a new series for 2004 – 05.
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