Apparel and textile firm S Kumars Nationwide Ltd (SKNL) is undertaking a repositioning exercise for its apparel brands, including Reid & Taylor and Belmonte. As part of the exercise, the firm has invited pitches from up to five advertising agencies for each brand to carry out campaigns. The company is likely to finalise contracts by the end of this year.
Ashesh Amin, director, apparel and retail, SKNL, said, “SKNL’s apparel brands have grown big and now we are looking at segmenting them. There are some overlaps between fabrics and apparels in case of some labels.”
Refusing to disclose the budget for the repositioning exercise, Amin said the media campaign for all brands would be launched by early next year.
The company is also planning to take Reid & Taylor to the US in the next 6-8 months and develop designs suited for that market as part of an overall expansion programme.
SKNL has apparel labels such as Reid & Taylor, Belmonte, S Kumars and Stephens Brothers, along with home textile brand Carmichael, in its portfolio.
– IndiaRetailing Bureau