Keeping in mind the fast paced lifestyle of millennials, Spykar has launched a new category of jeans called GYM JNS to tap into the athleisure market. The focus of this is to provide multi-functionality, where the consumer can head from work to the gym and then out for a night around town. The product has unique new features like 4 way stretch in comparison to the 2 way stretch in your regular denims, quick drying technology and an ergonomic form.
Being one of the biggest launches yet, Spykar has dedicated a lot of time and resources towards the marketing campaign for the same. From their first-ever TVC launch to hoardings around towns to building a social media campaign.
Sai Sangeeta Israni, GM Marketing, Spykar lifestyles pvt ltd, interacted exclusively with MediaNews4U on the marketing efforts put into launching a new product and exploring a new fashion segment:
Excerpts:
1) What is the Market share of Spykar Lifestyle in Athlesiure Segment and where do you foresee yourself after the launch of new category jeans?
Our most recent launch of GYM JNS is helping us tap into the athleisure segment. Currently, we are predominantly in the denim wear segment where we offer high fashion denims for men and women to topwear, accessories and more. Spykar is the second most preferred denim brand in the age group of 18-35 years. Athleisure segment is still gaining foothold in India, so as a denim brand we have the first mover advantage in this space. Also it puts Spykar as leading in fashion denims therefore making it our prerogative to introduce innovation fashion in the otherwise classic denim category.
2) Could you share the Strategy behind the launch of GYM JNS, How do you position this brand among Consumers?
With insights into the Millennials’ need for versatility and obsession with active lifestyle, we launched Spykar GYMJNS. The idea behind it is to provide our consumers with multi-purpose clothing which can be worn to the gym, to work and to parties. We launched a unique TVC showcasing the USP of the garment – 4-way stretch and an ergonomic construction. This product is positioned to be the versatile garment for the youth enabling them to show their “Extraa” side. Todays youth are restless and confident and choose to do things their own way, being their own ‘extraa” selves rather than pretending to be subtle or inconspicuous. This brand GymJns by Spykar is here to give them the freedom to be themselves. We have launched a multi faceted 360 degree campaign – the first leg of which involved generating a curiosity around the product before the launch and the second leg showcases the USP of the product. We have positioned this as a must have item of clothing which is extremely versatile. Even social media is abuzz with the teaser and launch campaign of GYM JNS.
3) How do you expect this new Denim Product to revolutionize the Consumer Market for this segment, which is your target group?
GYM JNS as a concept has never been done before. Therefore it increases the width of the atleisure segment. The concept is very unique and sharp and is certain to find place with the youth of today. The target for this product is the youth who lead an active lifestyle and include fitness as their daily regime. It is all those men and women who are outrageously stylish fitness enthusiasts. This product combines the durability of denim with the comfort of athleisure clothing.
Our target group is essentially 18-35 year olds, however, consumers have grown with the brand and stayed loyal to it.
4) Brief us on your new Campaign Strategy and which is your primary Media Vehicle and why?
The campaign is designed to be conversational, making GymJns a pivotal part of the conversation. It therefore included a teaser and a reveal where lakhs of people asked the question “What is GymJns?” for a period of 7 days.
Being a youth fashion brand, we focus majorly on digital and outdoor also print. However, for this campaign the mix includes on digital, with social and OTT platforms taking up a chunk. We have also associated with IPL on Hotstar. Followed by TV outdoor, print and radio in key markets. The break-up is 30% TV, 30% outdoor, 30% digital and 10% print.
Our mode for this campaign is 360 degrees, including all mediums including hoardings and outdoor media, digital media, social media, TVC, radio, and print media.
We have designed a mutli-stage campaign – the first stage of the campaign included radio announcements as well as teaser videos on social media by influencers to create buzz about the concept of GYM JNS. The second stage of the campaign saw the release of our first ever TVC as well as videos on social media displaying the USP of the product. The idea was to show users the versatility of the product.
5) Give us your insights on the Fashion Behaviour of Millenials, Gen Y and Get X?
We have been around for about 26 years and the Gen X and Gen Y have grown up wearing Spykar. The stickiness for Spykar is very high we have a very loyal consumer base that we’re proud of. Our consumers have grown with us and stayed with the brand.
In terms of fashion behaviour, Gen X and Y look for more subtle fashion that can be worn on various occasions including weekdays and weekends, offices and hangouts. They are a little less experimental and chose to stay with brands they are confident about rather than experiment too much. They are focused on quality products that have a good lifespan and have hence chosen Spykar. With Gen Z, they are focused more on the newer fads and trends that enter the industry. Our tagline of Young and Restless perfectly describes millennials and their lifestyle. Their fast paced lifestyle calls for multi-purpose clothing, which is how the concept of GYM JNS came along.
6) What are the Challenges faced by Lifestyle Apparel Brand Owners and what are the future plans of Spykar?
Fashion is a very fast paced industry. Trends come and go every 2 weeks, which has given rise to fast fashion. It’s important for brands to stay relevant with the trends and have a connect with the consumers. As customers flirt with many brands with different purposes, a lot of lifestyle brands find it challenging to keep up with changing trends due to incumbents like supply chain, margin efficiencies, technologies, predictive analysis etc.
Spykar, has been India’s leading fashion denim brand for 26 years. We plan to keep raising the mark for fashion denims in India and keep appealing to our customers by bring them innovation in products and value for their denim, while retaining quality and trust in the brand. We plan to increase our footprint in the country reaching more number of tier III and beyond towns, therefore retaining the promise of being the harbingers of fashionable denims to the people.
