I-AM bags Arvind Fashion Brands' branding mandate

30 Mar '16

3 min read

I-AM, the international multi-discipline branding and interior design agency, has won the integrated branding mandate from Arvind Fashion Brands, a subsidiary of textiles major Arvind Limited.

It was a multi agency pitch, with Arvind Fashion Brands deciding to go with I-AM after being impressed with their approach to the brand, the consumer and their deep understanding of the sector, the branding firm said in a press release.

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 re-interprets traditional Indian heritage in the modern context, making it relevant to the contemporary Indian who is asserting himself on the world stage. 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'. Besides this, 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 Mumbai in May 2016. The brand plans to launch around 25-30 stores across India in the next 5 years. The apparel range designed by Tendulkar will showcase 300 trendy styles and will be priced from Rs 1,199 onwards.

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

I-AM Country Head Brian Pinto said, "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.” (SH)

Fibre2Fashion News Desk – India

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