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Tag: Govind Shrikhande

  • Shoppers Stop launches new campaign ‘Denim to Work’

    Shoppers Stop launches new campaign ‘Denim to Work’

    MUMBAI: Shoppers Stop has introduced the Denim to Work campaign, a unique initiative encouraging working professionals to include denim in their workwear wardrobes. The first-of-its kind campaign is inspired by iconic young CEOs and leaders across industries, a generation that believes in rewriting the rules of the game.

    Denim to Work is a bold campaign which has been introduced to break the traditional formal work week wear with an aim to empower and redefine the new codes of leadership towards building a fresh work culture. With the new-age companies and start-ups relaxing the norms and with introduction ofFriday dressings and casual dressings to work, denims are increasingly becoming an acceptable dress code at work.

    Commenting on this, Shoppers Stop customer care associate and managing director Govind Shrikhande said, “With growing awareness and an increasing affinity towards denims across age groups, we believe there is a huge untapped market for denim segment in the apparel industry. Organised retail sector, young population, online penetration of denims, growing popularity of engineered/ distressed denim, varied fabric washes and changing classification of consumer’s wardrobe are some of the key growth drivers which will further fuel the growth of this segment. Shoppers Stop aims to tap into this market growth and leverage its large offering in the denim category through the ‘Denim to Work’ campaign which has been rolled out across multimedia platforms with print, radio, outdoor and a digital film.”

    Head of art contract (India) Vineet Mahajan says, “Walking into work wearing a pair of jeans is a common sight now. But denims have never been promoted as workwear. We thought this idea was quite disruptive and we hit the sweet spot of an idea by celebrating the designations of a new age workplace. Shoppers Stop has always broken new ground in fashion retail communication and this one was no different.”

    Mirum joint CEO Sanjay Mehta said, “For me, this denim-to-work campaign closes the loop in a certain kind of way. For the last six years, I’ve been wearing blue denims to work every single day and have been extremely comfortable in these. Over this period, I have also seen a shift in the way denims are perceived in the corporate world. People have accepted it as a part of the whole workforce culture. Also, I’m excited about the campaign as it gives people an opportunity to see denims in a definite kind of role and setting. I’m sure that more companies will accept denims as a part of their evolving office culture after seeing this campaign.”

    Click on the link to watch the Denim to Work digital film: https://youtu.be/k8m6WLWrD8E

    As per study, the market size of Indian Denim Wear was estimated to be Rs 20,205 crore in 2016. The market is now projected to grow at a CAGR of 14.5 per cent and reach Rs 39,651 crore by 2021, and Rs 77,999 crore market by 2026.

    The digital film  Denim to Work campaign is produced and directed by Mirum and the ad creatives have been created by Shoppers Stop’s ad agency Contract Advertising. Conceptualised by Mirum, the digital film aims to break down the rules laid by rigid corporate culture. In line with Shoppers Stop’s brand philosophy Start Something New the film features young employees at various levels of hierarchy and how they #RIPtheDesignations to stand out in the system with their own attitude and style. The film inspires young professionals to flaunt their own sense of style and exude confidence at the work place with denims as a part of their work wear wardrobe.

  • BCCL & Shoppers Stop ink licensing deal for Femina Flaunt

    BCCL & Shoppers Stop ink licensing deal for Femina Flaunt

    MUMBAI: Bennett, Coleman & Co and Shoppers Stop have formed a strategic partnership to extend Femina into the consumer products space.

     

    As part of this ‘co-create and co-own’ partnership, BCCL will license ‘Femina Flaunt’ to Shoppers Stop, to design, develop, and retail the brand, exclusively across Shoppers Stop stores, in the core fashion categories – apparel, footwear, accessories and bags. Flaunt is the retail identity developed by BCCL for Femina. 

     

    BCCL managing director Vineet Jain said, “This is in line with our brand extension strategy to partner with the best-in-class players to unlock immense hidden value in many of our marquee brands. As a group, we’ve always been ahead on the innovation curve, and this partnership is another such example.”

     

    Shoppers Stop customer care associate & managing director Govind Shrikhande added, “In line with our brand philosophy of Start Something New, we have embarked on a new partnership with the BCCL group to launch ‘Femina Flaunt’ in our stores. The premium positioning of this brand fits seamlessly into our diverse portfolio of premium brands. We are positive that ‘Femina Flaunt’ will be a huge success with our discerning customers.”

     

    BCCL director & business head brand extension Sandeep Dahiya said, “It’s a unique partnership that brings together complementing strengths from two formidable industry leaders, in a format that’s a win-win for both. With Shoppers Stop as the partner, we’re confident of stability, sustainability and most importantly, scalability of our brand, in these categories.” 

     

    The ‘Femina Flaunt’ range will be retailed exclusively through 300-400 sq feet of dedicated shop-in-shop space, within Shoppers Stop stores. The range will be launched in the Fall-Winter season this year, and will be available across 20 Shoppers Stop stores to begin with, and going upto 50 stores by the third year.

     

    Highlighting the uniqueness of the partnership, Dahiya added, “This partnership re-formats the existing licensing template in India, by creating a unique ‘co-create, co-own’ model that creates far more value at both ends. It not only gives Shoppers Stop a great opportunity to add one more strong franchise to its portfolio of premium labels, but also helps BCCL unlock significant value in its marquee brand, while still retaining the ownership of the brand.”

  • Flash Media and Shoppers Stop associate for digital media

    Flash Media and Shoppers Stop associate for digital media

    MUMBAI: Flash Media Limited has associated with the premium retail giant Shoppers Stop for installing and managing Imedia (Dynamic Digital Signage) in all its stores across the country.

    Flash Media’s IMedia is a network of digital signage components like LCD/Plasma panels playing audio visual commercials. According to the agreement, Flash Media has installed over 350 wireless LCD/Plasma screens in the 19 stores of Shoppers stop across the country with an average of 20 screens in each store. The screens have been installed behind cash counters and major focal points in the store to ensure maximum consumer attention, informs an official release.

    Commenting on the tie-up with Shoppers Stop, Flash Media Ltd co-founder & director Abhishek Kandoi said, “We are extremely pleased to be associated with Shoppers Stop, one of the most leading and trusted name in the retail space. We completed our installations during end of august and the In Stores TV at Shoppers Stop has been up and running from then, we already have some premium brands associated with us. Speaking about the large scale acceptance of this medium, he said “Dynamic Digital Signage has proved its mettle across the globe as the frequency building channel and mesmerizing audience through its ground breaking advancements. Media Experts predict that this global trend would pick up in India.”

    Shopper’s Stop Limited customer care executive & CEO Govind Shrikhande said,” Shoppers’ Stop houses more than 200 international and national brand, IMEDIA, thus is an excellent medium to communicate with the customer the ongoing promotions on brands and services available at the store. It is all about space value enhancement and connecting with the customer with regard to his choice of brand. It is a modern medium of advertising and brand promotion.”