afaqs!

Luxury fashion house Kimaya scouts for creative and media partners

By Nandana Das , afaqs!, New Delhi | In Advertising | August 16, 2011
The account size is estimated at Rs 10 crore. The designer house wants its agency to create innovative campaigns to establish the credentials for the Kimaya prêt label.

Luxury fashion house Kimaya's in-house mass produced designer label, a prÍt line for women, is on the lookout for creative and media partners.

Kimaya's prÍt line works with designers such as Rohit Bal, Tarun Tahiliani, Manish Arora, Shantanu and Nikhil, Falguni and Shane Peacock and Anamika Khanna, along with various other upcoming designers.

The fashion house has recently received an investment of Rs 60 crore from Franklin Templeton Private Equity Strategy.

Pradeep Hirani, chairman, Kimaya Fashions, says, "This investment will be exclusively channelled towards the growth of our prÍt line. Since we are opting for a 360 degree approach, we thought of hiring an agency to reach out to our target audience and channelise the growth."

The account size is estimated at Rs 10 crore.

The designer house wants its agency to create innovative campaigns to establish the credentials of the designer prÍt label.

Hirani explains, "We want the agencies to make Kimaya prÍt label a household name in the first six months through aggressive and extensive media and marketing planning. We want it to take a client-centric approach to infuse curiosity and drive footfall. Also, we are looking for customer-friendly and engaging models to ensure conversions. Before that, it is important for the agencies to understand Kimaya's brand profile and target audience, and its road map."

Hirani adds, "Our next focus will be on achieving pan-India penetration and presence, where the demand for Indian designers is twofold the supply. With the support and guidance of its partners, Franklin Templeton Private Equity Strategy and Darby Asia Investors (India), Kimaya plans to open multiple stores in India, and across the globe, within the next three years. It is in the process of finalising the roll out of franchised and company operated stores."

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