Home / Knowledge / News / Apparel/Garments / 612 Ivy League bags Pinnacle award as best kidswear brand
612 Ivy League bags Pinnacle award as best kidswear brand
27
Aug '12
Chandigarh based Kids’ wear brand 612 Ivy League, launched by Indian Clothing League Pvt. Ltd (ICLPL), is India’s first lifestyle apparel brand for pre-teen children i.e. 6-12 year old kids, also called ‘Tweens’, in the West. Within 3 years of its launch, the brand has registered a major milestone. It has been adjudged as India’s top Kids’ wear brand. The brand has bagged the prestigious ‘Pinnacle Award 2012’ as the BEST BRAND under the KIDSWEAR category.

The Pinnacle awards are organized annually by Shoppers Stop —India’s biggest ‘large format shopping store’ to recognize the best brands in each retail category. The event for 2012 was organized in Mumbai on the 23rd of August. 

ICLPL’s dynamic husband wife duo Managing Director Manu Indrayan and his wife, Mohita Indrayan received the accolade. Manu is a graduate of the illustrious IIM, Bangalore while Mohita is a pass out of Delhi’s premier National Institute of Fashion Technology, NIFT.

The locally grown 612 Ivy League got Numero Uno status by beating bigger sized brands like Gini & Jony, Benetton, Lilliput and Ruff Kids based on its sales, growth and brand strength. The brand is different from other kids-wear brands as it focuses specifically on ‘Tweens’.

In India, most of the kids-wear brands cater to the 2-14 year age group without any differentiation between 2-6 years and 6-14 years.  In the 2-6 years age group, kids are more influenced by cartoons and make believe things. Once they cross 6 years, they actually start following the real world and a lot of activity starts coming in their lifestyle like school, extracurricular activities .etc.

Children in this age tend to follow adult fashion when they look at their parents and other elders, movies, etc., so, they wish to wear similar kind of garments. Hence, at 612 Ivy League kids in 6-12 age group are provided with clothes which follow adult fashion suitably translated to their age group.

The brand is currently available in 54 cities of India in as many as 154 retail points and Exclusive Brand Outlets (EBO’s). 612 Ivy League is retailed through prestigious chains like Shoppers Stop, Reliance Trends, Maya (Gitanjali Group) across the country, some multi-brand outlets (MBOs) through Little Champs in Rajasthan and two exclusive brand outlets (EBOs) in Chandigarh and Ludhiana.

Now the brand will be soon opening an exclusive outlet at Ambala and Patiala. Revealing plans for the brand, Mr. Manu Indrayan, MD, Indian Clothing League, said, “We will soon be launching our Autumn / Winter 2012 collection. Apart from store presence, we are focusing a lot on the E Commerce platform. We have been successful in expanding our online presence through Jabong.com, Fashionara.com and Snapdeal.com.

“Soon we will also be present on Hoopos.com. Our reach to customers has increased throughthe internet.” Mohita Adds, “We plan to diversify now into infant wear by launching a new brand for kids 0-3 years by the name of Baby League.” Baby league apparel will be available in 40 stores to start with. Kids’ fashion seems to have come of age in Chandigarh and neighbouring areas. 

Indian Clothing League Pvt. Ltd (ICLPL)

Must ReadView All

Textiles | On 29th Apr 2017

Textile sector may have uniform GST rate: Irani

The textile sector could have a uniform Goods and Services Tax (GST)...

Textiles | On 29th Apr 2017

EU rules needed to curb textile worker exploitation: MEPs

European Union (EU) rules are needed to oblige textile and clothing...

Apparel/Garments | On 29th Apr 2017

US retail operating growth to be 1.5-2.5% in 2017: Moody's

The forecast for operating income growth in the US over the next 12...

Interviews View All

Sunil Rathore
Lacoste India

‘New vendor is welcome if he offers cost, quality and timely delivery’

Shiladitya K Joshi
Truetzschler India Private Limited

India ITME provides a platform to interact with our stakeholders

Sachin Sharma
Gem Enviro Management Pvt Ltd

There are no significant differences between virgin yarn and PET recycled...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Rupa Sood and Sharan Apparao
Nayaab

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
April 2017

April 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search



X