The last two years all apparel brands were reeling because of the
impact of the retail slump. ITC’S midsized men’s wear apparel brand
JOHN PLAYER’S also had to shut down 30 of its
exclusive stores which were opened with miscalculated & overzealous
planning during the preceding boom period. But now the company is
once again on an expansion mode with clear strategy.
According to ITC’s chief-executive. Mr.Atul Chand john player’s being a midsize brand The Company’s aim is to increase the responsiveness and to bring it closer to the consumers. Company is now set to open 75 new stores by this month end focussing on small cities with 1-5 lakh population. The new stores which are to be opened would be smaller to increase the profitability with smaller stores. Another reason is the display facility of entire range in stores such as Denims, Jackets etc apart from shirts; this facility is not available in the 1000-1100 multi brand stores.
Company is endorsing RANBIR KAPOOR as its brand ambassador to position itself from semi-formal to casual and to go in sync with generation Y, The company plans to make the new star endorser the epicentre of its brand communication to be able to connect to dynamic youth of today and achieve estimated sales of 200-250 crore rupees. In the coming few months all expectations of the company is leaned on its new Star icon RANBIR KAPOOR.
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