Duke To Add Five More Exclusive Outlets By ’03

New Delhi: | Updated: Jul 31 2002, 05:30am hrs
Duke Fashions Ltd, part of the Rs 135-crore Ludhiana-based Duke Group, is focusing on building a chain of exclusive outlets and developing new distribution base in Gujarat and Maharashtra.

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.’’