Fashion and Apparel Retail Brands- Continued

JOCKEY
Comfort Rides. Product- INnerwear, Price-premium, FQ- Functionality emphasised. History- 1876- Founded by Reverend Samuel Cooper. 1934- Invented, Briefs-provided much needed musculine support. 1990- World's first seamless underwear with waistband, 1995- Page Apparel Manu. Pvt. Ltd. (Bangalore) - Licensees of Jockey International. Brand Philosophy- "Worlds Best Comfort company". communication strategy- international imagery and Comfort plank. 12 EBO, 10000 retail outlets

KILLER
Born to lead. Product- denim, Price-Premium, FQ- Radically different, K-lounge stores-EBO -29, Brand History-1981-Keval Kiran Clothing, 1989-'killer' introduced. Target-16-25 yr. Segment, Ad-strategy- international and youthful, ie.why-introduced revealingly low jeans.- first to introduce 'worn out' concept in India.

KOUTONS
Revolutionary Retail Model. Product-menswear, Price- Mid to upper mid, affordable, FQ-
Contemporary, EBOs-185. 1991- Charlie Creations started. Company has a 'trendy and casual image' rather than strong 'formal'image. 'contemporary'

LEE
Century Old Brand gets Younger. Product- denim, Price- Premium, FQ- Fashionable. EBO-60, MBO-450. History 1889- HD LEE founded HD Lee Mercantile Co.in Salin Kamas. Arvind Fashions- Launched Lee in 1995. Brand Positioning- Lee is positioned as young, fashionable, cool, charismatic, Urban with a long haritage, but always relevant and never 'out of fashion'. Target- young, 18-28, Urban M/F, exposed to current global trends.

LEE COOPER.
Spunky and ZestFul. Harprtap Singh. Product- Denim, Price- Premium, FQ- Fashionable and Innovative. 1908-Morriss Cooper sets up M Cooper Overall Ltd. in London. 1994- Indian Clothing- under licensing. 1999-Indian LC Introduced Reverso, a reversible jeans. Target-18-22, Secondary 22-35, Sec A, B. Focus on Lifestyle.Range- Life is Fun, Safari, Romantic, Roots, New Order. EBO-20, MBO-400, LFS-All.

LEVI's
- Clothiers to the World. ( Shumone Jaya Chatterjee, K. Venkataramani). EBO-55, MBO-468, CS-56. Product-Denim, Price- Premium to non-premium. FQ- Iconic, 1850- Levi strauss, San Francisco, 1995- To India (LS Pvt. Ltd. ) Product- Classic 501, Red Loop, REd Tab Jeans. Promotion- Urban (15-29), Road Shows, Rock shows etc. 'Iam what Im Garment'. The number 501 is an arbitrary lot number, assigned to jeans. A typical pair or Levis 501 uses 1.3 yards of denim, 213 yards of thread, 5 buttons, 5 rivets and 1 red tab. LS & co. first jeans were made shrink and Fit. In the early days gold miners just put on their new jeans, submerged themselves in a water trough and left them to dry.

LOUIS PHILLIPE
- Crest of Success. (Vishak Kumar). Product- Luxury Formals, Price- Premium to Super Premium, FQ - Elegant and Classic. EBO-24, MBO-200, LFS- All Major. Brand History- 1989- Draws inspiration from earl of King louis Phillipe of France- Owned by Madura Garments. - Designs are inspired by latest trends and France and Italy. 'the best formal shirts' 'permapress shirts'Target- Consumer having storng purchasing power and wish to dress differently. New Campaign "The Mind Map"- Also offers Made-to-Measure suits.

LOVABLE
- Sheer Comfort and Elegantly Feminine- Product- Women's innerwear, Price-Premium, FQ- Trendy, MBO-100(bras), 2500(Panties), Chain stores-8. 1996- Incorporated in India - Mexwell Group- collaboration with USA. Realising Indian women's affinity for cotton- Lovable launched Cotton Essentials. Target- Young, youthful,active, 18-35 years of age. Product Portfolio- Rebelle, Activec and Passion, Tease- a T-Shirt Bra.

MONTECARLO
. JL Oswal. Product- Winter and Summer Knits, Price- Premium, FQ- Trendsetter, EBO-10, MBO-550, Chain- All. 1949-Oswal Wollen Mills, Ludhiana, Established. other brands- Canterbury. 1984-lauched Monte Carlo. Target- Middle upper middle class People. Tagline- "Its the way you make me feel". Cosmopolitan, happy, dynamic, loving, passionate.

NEWPORT.
Style at Value for Money. Product- Denim, Price- Popular, mass, FQ-Basic with a Touch of Style. 1994- Arvind Brands Introduced as "good Jeans for Less" Target-18-25 Males Metros/mini metros- looking for value for money, Uses celebrity for its campaign-Now "Saif Ali"- Campaign "Saif ka style Funda"1200 MBO

NIKE
Athlete's Delight. Product- sportswear, Price-Premium to Super Premium, FQ- Designing Functionality, 1971- University of Oregon track Coach Named Bill Bowerman-poured rubber into its wife's waffle iron. Head Quarters- Oregon, Beaverton. Retail- Niketown, NIKEgoddess store- women

NUMERO-UNO
youth, narender singh, denim, premium, FQ- Young Fashion, EBO-10, MBO-600 Sin S 72, LF- all, 1987- Hi- Fashion Clothing Co. Product- T-shirts, Polo Pique