Mumbai, May 4: Sheetal, the multi-level apparel store in South Mumbai is all set to launch Haute Spot-99: a month-long fashion fiesta from May 5, 1999. The event includes workshops on subjects like fashion, fitness, cosmetic dentistry, diet and nutrition, hair care, skin care and make-up. To conduct these workshops, the store has invited a team of leading fashion pundits from across the country: Hemant Trevedi, Wendell Rodricks, Prasad Bidapa, Mickey Contractor, Anjali Mukerjee and Micky Mehta to name a few.In an effort to build its brand image, the store recently unleashed an aggressive advertising campaign comprising of a series of 30 press advertisements. Extending from April 27 to May 31, 1999, the campaign consists of a single ad in daily newspapers like Mid-Day, Times of India, Bombay Samachar and Gujarati Samachar.
Further, the store has also revamped its logo and corporate identity. Two months ago the store shifted its advertising account from Flagship Advertising to Vyas Giannetti Creative.Says Preeti Vyas, managing director, VG Creative: ``We have created a new logo, corporate identity, advertising and collateral material for our new client. The strategy is to lay claim to a leadership positioning in this category.''
Following the workshops, the store plans to hold fun contests like Model-Watch, Saree-Drape and Dress-A-Mannequin. From the beginning of May, the store has also employed fashion experts to offer in-house consultation to customers.
``Our aim is to contemporise the brand and consolidate our image through month-long events. In fact, it is our marketing strategy to generate new traffic to the store,'' says a spokesperson from the store.
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.
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