Flying Machine, the jeans brand from Arvind Mills relaunched last September, has roped in Bollywood star Abhishek Bachchan.
The Eighties brand, which began losing traction in the market in 1998, was famous for its World War II aircraft logo. Now, it has adopted a pair of wings as it aims for young men.
“To survive, denim has to latch on to a story,” said Alok Dubey, business head of Flying Machine and Excalibur, citing the global trend of creating stories around a brand. “The stories, in the form of graphics, would be painted on the merchandise and integrated with the stores,” he said.
“The story for next summer is a surfing vacation, where you need to have certain kind of adrenalin rush. Flying Machine would bring in real-time international fashion,” said Dubey. It may also link up with a Bollywood actress for the ladies lines.
Flying Machine, launched way back in 1982, is trying to push up sales after a long lull. The brand, a market leader till 1998, started losing its hold in the face of competition from foreign brands. It tied up with Italian designer Chicco in 2006 to match these brands by offering new-age fashion. While the Young & Bold line is aimed at the 18-22-year age group, World Fashion targets 22-25 years.
“The premium line Blue Label, aimed at men above 25 years would bring in trends not yet present in the Indian market,” Dubey said.
Eyeing a turnover of Rs 300 crore by 2010, Flying Machine plans to roll out 100 exclusive brand outlets (EBOs) in the next two years. London-based design firm JHP designed the EBOs, each spread over 700-1,500 sq ft.
