I-AM bags Arvind Fashion Brands mandate

The mandate extends to integrated branding of the fashion house and the in-store visual language of outlets of its True Blue brand of men's wear

BestMediaInfo Bureau | Mumbai | March 31, 2016

I-AM, an international multi-discipline branding and interior design agency, has won the integrated branding mandate from Arvind Fashion Brands in a multi-agency pitch. Arvind Fashion Brands, which is a subsidiary of textiles major, Arvind Limited, decided to go with I-AM, impressed with its approach to the brand, its consumers and adeep understanding of the sector.

Arvind Fashion Brands has recently partnered with legendary cricketer,Sachin Tendulkar, to launch an iconic premium men's wear apparel and accessories brand called 'True Blue'. True to its name, the brand reinterprets traditional Indian heritage in the modern context, making itself relevant to the contemporary Indian, who is asserting himself in the world area. He is the new age Indian who is comfortable in his skin and can blend with diverse audiences effortlessly.

After a comprehensive workshop with the Arvind Fashion Brands team, leveraging consumer and cultural trends, as well as international benchmarks in retail, I-AM proposed a unique, all-inclusive strategic positioning and brand identity for 'True Blue'. The agency will also be responsible for creating the in-store visual language and leveraging the customer journey to design the benchmark True Blue store.

The first 'True Blue' outlet, conceptualized by I-AM will come up in the Master Blaster's home city, Mumbai, in May. The company plans to launch around 25 to 30 stores across India in the next five years. The apparel range designed by Tendulkar, will showcase 300 trendy styles and will be priced from Rs 1,199 onwards.

Rajeev Mehta

Rajiv Mehta, CEO, Arvind Fashion Brands, said, “We have partnered with Sachin Tendulkar to launch True Blue, a premium fashion brand with a distinctive positioning in its segment. I-AM demonstrated a unique approach, processes, tools and strategic thinking on the brand which I am confident will make an impact in the market.”

Said Brian Pinto, Country Head, I-AM, “Our aim is to create a distinctive brand and an aspirational new way to shop for apparel which provides inspiration and empowers consumers with style and knowledge. As part of the process, we must ensure a systematic and seamless brand experience for the shopper. Due to our excellent global credentials, past portfolio of innovative design work, Arvind Fashion Brands has entrusted us with launching their foray into premium men's wear with True Blue for which we are very excited. Working with the True Blue team to define the brand positioning and create this new experience has been a great collaboration, and we hope the consumers enjoy experiencing it as much as we have enjoyed creating it.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com