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Arvind brands launched an American sportswear brand in India. As it is a new brand, it was important to standardize the product, its branding, fabric quality and accessories. . The objective of my project was to design the apparel merchandise of ‘U.S. Polo Association’ for the Autumn-Winter 09-10 season range and to enhance the brand positioning within the Indian market.
After initial research and analysis, I acquired a firm understanding of the brand image and the current market scenario , the target end consumer as well as consumer trends. Concurrently, I also carried out explorations in product, fit, wash, quality, trend analysis and ongoing market circumstances. I finalized the design concepts, the production plan and started developing raw material and specification sheets.
I designed two collections –‘Polo Pride’ and ‘Tack Room’. Redesigning the collar involved identifying issues such as collar shape and pattern problems and interlining and engaging in pattern innovation. For the branding initiatives, I designed brand tags for both the sportswear and denim co. categories, a brand product catalogue, collar bon material and gift box packaging.
Subsequently, we gave a presentation to Shoppers’ Stop and Lifestyle for launching our brand in their stores. After the presentation, they suggested us to launch US Polo as a premium brand in Spring Summer 2009 itself. We worked day and night and advanced the launching of the brand. This experience has filled me with pride and made me confident of facing new challenges in the future. |