Law & Kenneth has won the business for S Kumars’ yet-to-be-launched readymade menswear brand World Player, after a multi-agency pitch. S Kumars plans to launch the brand by the end of March this year.
Targetted at “the value seeking Indian consumer,” Anil Nair, CEO, Law & Kenneth says World Player will be positioned as a “Nano equivalent among apparel brands.” “It is a project that the company has been toying with, for sometime now. It has historically been seen as a non-profitable segment, as no one was able to crack this high volume section of the market, which comprises largely of unorganised players. The company sees the value-seeking consumer as an opportunity in this segment. They see it as a game changer in the apparel industry.”
Johnny John, CEO, branded retail, S Kumars says, “The nature of the brand required a wide-ranging understanding of the target segment. We decided to go with Law & Kenneth as they had spent time in conducting market research into smaller towns, before the pitch, to understand the target audience. They understood the brand aspirations and consumer behaviour of the target audience that we have in mind. We are looking at an integrated approach towards launching the brand. We see Law & Kenneth’s role as being beyond that of a communications partner, we see them as brand custodians, who will be involved in a wide gamut of initiatives involved in the brand launch.”