Arvind Fashion Brands awards its integrated branding mandate to I-AM

I-AM, the international multi-discipline branding and interior design agency, has won the integrated branding mandate of Arvind Fashion Brands, a subsidiary of textiles major Arvind Limited. Arvind Fashion Brands decided to go with I-AM following a multi agency pitch.

Arvind Fashion Brands recently partnered with Sachin Tendulkar to launch a premium men’s wear apparel and accessories brand called ‘True Blue’. The brand re-interprets traditional Indian heritage in the modern context, making it relevant to the contemporary Indian who is asserting himself on the world stage.

Rajiv Mehta, CEO, Arvind Fashion Brands, said, “We have partnered with Sachin Tendulkar to launch True Blue, a premium fashion brand with a distinctive positioning in its segment. I-AM’s demonstrated a unique approach, processes, tools and strategic thinking on the brand which I am confident will make an impact in the market.”

Brian Pinto, Country Head, I-AM, added here, “Our aim is to create distinctive brand and an aspirational new way to shop for apparel which provides inspiration and empowers consumers with style and knowledge. As part of the process, we must ensure a systematic and seamless brand experience for the shopper. Due to our excellent global credentials, past portfolio of innovative design work, Arvind Fashion Brands has entrusted us with launching their foray into premium men’s wear with True Blue for which we are very excited. Working with the True Blue team to define the brand positioning and create this new experience has been a great collaboration, and we hope the consumers enjoy experiencing it as much as we have enjoyed creating it.”

After a comprehensive workshop with the Arvind Fashion Brands team, leveraging consumer and cultural trends as well as international benchmarks in retail, I-AM proposed a unique, all inclusive strategic positioning and brand identity for ‘True Blue’. Besides this, the agency will also be responsible for creating the in-store visual language and leveraging the customer journey to design the benchmark True Blue store.

The first True Blue outlet conceptualised by I-AM will come up in Mumbai in May 2016. The brand plans to launch around 25-30 stores across India in the next five years. The apparel range designed by Tendulkar will showcase 300 trendy styles and is priced from Rs 1,199 onwards.