Sports events like IPL are a great platform for brands...
Alok Dubey discusses the sportswear industry and the story of polo t-shirts in India with Mary Christine Joy.
U.S. Polo Assn. is one of the most reputed brands for polo t-shirts, and is officially sanctioned by the United States Polo Association (USPA). The brand entered India in 2007 after a licensing agreement with Arvind brands for the design and distribution of branded sportswear and to open its flagship stores in the country. The brand is sold in over 135 countries today through such licensing agreements.
Alok Dubey is a sales and marketing professional with over 26 years of experience in the retail and lifestyle brands industry. He joined in 2003, and with his inputs has played a crucial role in the success of this brand in India. He is also responsible for the success of other brands (like Flying Machine) from the Arvind Group in the country. Apart from being the CEO of U.S. Polo Assn., he is the COO of the entire sportswear and denim or youthwear in the whole of the company.
Beneath the brand - US Polo Assn. there is an underlying message of true sportsmanship. Can you explain the message to our readers that your brand propagates?
U.S. Polo Assn. is inspired by and celebrates the game of polo. Be it in design philosophy or the imagery, at every step the brand strives to uphold the genuine spirit of polo and the vibrant set of traditions and values surrounding the game which has been preserved, and passed down by many generations now. The brand is rooted in classic American styling and has established synergies with what is authentic about the sport while honoring the tradition and grandeur of sportsmanship across categories like menswear, women'swear, kidswear, innerwear and accessories.
Brands in India have a good opportunity to market their products in sports events like IPL. Brands can earn a lot of visibility by sponsoring such events. Do you agree? Please elaborate your views.
Sports events like IPL are a great platform for brands to not only convey their core promise to a much wider audience, but also to make a stronger and more enduring bond. Through contemporary sporting formats like these, one connects with existing and potential consumers in a high-involvement environment, and impact made thereon is much higher than in conventional advertising. Also, given the glamorous and dramatic nature of IPL, it's a glove fit for apparel brands.
Do you support the use of natural fibres over synthetic fibres? Why?
We have always supported the use of natural fibres as they have a history of being considered the highest quality fibers, valued for their comfort, soft feel and versatility. They are a responsible and sustainable choice.
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