After a multi-agency pitch, the creative duties for World Player, S Kumars Nationwide’s new readymade clothing brand, have been handed over to Law & Kenneth.
The brand is planning for a pan-India launch with tier II and tier III cities forming the primary markets. The product range will include accessories, formal and casual shirts and trousers, and denims, priced between Rs 99 and Rs 499.
Talking about the brand strategy, Johnny John, chief operating officer, World Player says, “After extensive market research, we realised that the real Indian market lies at the bottom of the pyramid. It took a year for us to put everything together. We wanted World Player to be a well-researched, mass national brand.”
Anil S Nair, chief executive officer and managing partner, Law & Kenneth India elaborated on the launch saying, “We have been involved with the brand from the very beginning, from the brand name to the upcoming launch. An extravagant launch plan is being worked on and we are taking the total communication to the market.”
Some of the other fabric and apparel brands owned by S Kumars Nationwide include Belmonte, Reid & Taylor and Stephens Brothers which target the mid-premium, premium and the super-premium markets respectively.