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Pantaloons to be re-launched as 'lifestyle brand'

Dec '05
After the 'new look Pantaloon', Pantaloon Retail India Ltd (PRIL) has allocated advertising and marketing budget worth Rs100 crore for redesigning all its retail stores in 2006.

Independent teams are working on individual formats.

There was almost 80 percent rise in advertising budget this year by the company.

The company will undertake aggressive advertising and campaigning this year, aswell.

While the company has gone for TV as a medium for Big Bazaar, Pantaloon has been largely advertised in print.

Pantaloon aims at launching itself as the lifestyle brand for youth, focusing on women.

Lifestyle brand required promo as the company had been concentrating on other segments like Food Bazaar and Big Bazaar.

While both these businesses operated on low margins, lifestyle offered much higher margins.

Sanjeev Agrawal, President, acknowledged that today women are increasingly fashion conscious and possess decision-making power.

Thus, it is significant that retail emphasizes on women.

He said that new brand identity is more women orientated.

He also informed that they planned to open another 12-15 outlets taking the total number of stores to around 30.

Stock change in the stores will happen every six weeks to keep pace with changing latest trends.

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