Retailing division, which owns the Wills Lifestyle chain of speciality stores and also runs the John Players apparel brand for men, has launched its range of apparel for women, Miss Players.
The campaign, which is essentially print-led as of now, has actress, Amrita Rao, as the face of the brand. The print campaign will hit towards the end of this week and the brand's products will be on view in various newspapers and magazines.
As of now, the media mix is limited to print, outdoor and digital. Television will be considered when Miss Players has the number of stores required to support advertising similar to that of John Players. Currently, Miss Players will be available through five exclusive stores, and also through 27 John Players stores.
Miss Players has three different ranges of apparel - work wear, leisure wear and party wear. Announcing the launch of Miss Players, Atul Chand, vice-president (marketing), Lifestyle Retailing, said, "With Miss Players, young women will now have a complete wardrobe of cool fashion wear under one brand. The young woman of today is fashion aware and confident of her personal sense of style. Miss Players will offer a vibrant wardrobe, keeping in mind her tastes and preferences."