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612 Ivy League bags Pinnacle award as best kidswear brand
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)

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