UMM Makes Asia Foray Via Pantaloon

Kolkata, May 3 | Updated: May 4 2004, 05:30am hrs
Moda & Musica, the Italian fashion design company that owns the UMM apparel brand, is banking on India before entering other Asian countries like China, Sri Lanka and the UAE. UMM, which stands for Underground Music Movement, also plans to put its music roots to good use through an alliance with television music channel MTV for brand building.

The 20-million euros UMM has been gradually expanding its operations outside Italy and recently entered into a long-term licensing agreement with retail chain Pantaloon Retail (India) Ltd to manufacture and market its high-end fashion clothing in India.

Guerriero Giacomo, marketing director of Moda & Musica said that entry into other Asian countries will depend solely on how the companys products fare in India. India is the only Asian country where we are present now. Depending on our success here, we plan to enter other markets like China, UAE and Sri Lanka, Mr Giacomo said.

He was here to launch the UMM products in Pantaloons Kolkata outlet, said to be the largest selling Pantaloon store in India.

Back in Italy, UMM has teamed up with MTV for making exclusive designer wear for VJs and DJs. There is a lot of similarity between us and MTV since we both stand for music and fashion. We are planning to extend this tie-up to India, he said.

Pantaloon, which will initially be manufacturing and selling UMMs T-shirts, treated jeans, sweaters and jackets in India, will pay royalty to UMM. The range of UMM fashionwear will be sold via the 14 regular Pantaloon stores across nine cities, but not in the Big Bazaar discount stores.

According to Mr Giacomo, Pantaloon carried out detailed research before launching the UMM products in India. Although we will give them inputs and also have our own agency to advise us, we have left the marketing part to them since they are the experts in India, he said.