Duke will add five exclusive Duke Showrooms by March 2003 to its existing franchised network of 11 stores. The showrroms will occupy a space of between 500 and 700 sqft and stock products like t-shirts, sweatshirts, bermudas, tracksuits, underjackets, jackets (under Zipper brand), kid’s range (under Creyon), and ladies range (under X=cite).
Duke is in the process of finalising a standard format for its showrooms. All new as well as existing stores are expected to have interior colour co-ordination of silver and grey with metallic gold light-beams to appeal to the young consumers. The exteriors are expected to experiment with a contrasting splash of black against red.
Duke recently adopted a new brand platform ‘T-shirts@speed of life’ from the earlier ‘Duke—India’s No 1 t-shirt’. In line with the new positioning, the brand (with an advertising and promotion budget of Rs 2 crore) will be intensely focused on the youth segment and metros and mini-metros.
With a national presence through a network of 3,000 dealers, Duke’s traditional markets have been south, north-east and Rajasthan.
Says a Duke source, ‘‘We will advertise Zipper (jackets and bushcoats for executives) intensely. Also, with winter cycle declining, there will be lot of thrust on sweat-shirts and underjackets.’’