afaqs!

Etam appoints RMG Connect as relationship marketing partner

By , agencyfaqs!, Mumbai | In Marketing | January 14, 2008
Personalised communication with details of the lingerie brand will be part of the strategy

Etam, the & #BANNER1 & # French lingerie brand, has appointed RMG Connect, JWT's direct marketing arm, as its relationship marketing partner to promote and position the brand in the Indian market.

Jaydeep Shetty, CEO, Etam India, says, "The company's foray into the Indian market is strategic in view of the growing taste for French fashion among Indian women. With more than 40 Etam stores due to open in the top six cities, RMG Connect can help us build a strong and lasting relationship with our consumers to drive the brand."

It is learnt that Etam approached RMG Connect directly. The luxury lingerie brand is aimed at the SEC A and B categories of women. "It is not just a demographic strata that we will aim at targeting, but also women who have a very keen sense of dress," clarifies Charulata Ravikumar, managing partner and national head, integrated services, JWT.

A database has been created with prospective customers and communication will commence to these customers. The communication will uphold the imagery of the French brand while sharing with the customers all important information about it. Personalised communication, letting customers know about the product and the product range, will be carried out.

Ravikumar says, "Our experience in building a profitable relationship between a client's brand and consumers as well as our retail and category experience helped in developing a relevant integrated solution."