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BANGALORE: Caf? Coffee Day (CCD) and Indian t-shirt major Proline introduced a new line of themed t-shirts which will be sold through the 1250 plus CCD outlets in the country and a few of the major Coffee Express outlets. Both the brands are betting big on the online and digital mediums for growth. The brands plan to leverage CCD?s 2 million plus Facebook fan page, CCD?s e-commerce platform and its outlets to sell the tees?.
The tees? will be sold at the outlets using the catalog method will deliveries being done within a week of order. Said Coffee Day President-New Business Initiatives, Vejay Anand, ?As a youth brand our endeavor has not only been to provide a great caf? experience, but also introduce new products that is as per the interests and aspirations of the youth. The introduction of these smart and trendy coffee t-shirts is an extension of our brand?s youth philosophy."
?Even if we manage to sell one t-shirt per outlet per month, we are talking in terms of 1250 plus tees? per month. I?d like that to average one t-shirt per day per outlet, or about 35,000 plus t-shirts a month,? said Proline CEO Sandeep Mukim.
The initial launch comprises of a range of 17 tees ? 7 for women and 10 for men in four sizes. The tee?s have been given whacky names such as Bean Art, Latte Art, Stain Art, Vapour Art, Coffee & Attitude, etc. CCD and Proline plan to launch a new range every two months, as opposed to the two launches per year for most apparel brands.
The Rs. 650 million revenue brand Proline is looking to double its revenues to Rs.1.3 billion next fiscal. It has categorized is product portfolio to target three segments of consumers ?Proline Varsity, Proline Active and Proline Original. Additional opportunities like mass customization, as in the case with CCD is the next level. Mukim plans to go even further up to personalization in some time to achieve faster growth.
Besides the CCD outlets, cobranded tees will also be sold through the existing 22 Proline stores and Proline?s twenty distributors that service around 700 multi-brand stores in the country. Mukim says that his company plans to add ten more Proline stores over the next fiscal.
Creatives are done in-house in the case of CCD. Proline is in talks with a British agency for its creative work and store design. It has yet to appoint a media buying agency.
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