Fashion has been largely associated with adults. Adult fashion, particularly for women, is the hot topic of discussion in the media. Fashion fare on Television and Bollywood films; have been setting fashion trends, mainly in adult male and female fashion. So isn’t anyone thinking about Indian kids who really are the future of our country? The answer to the question is concise and in the affirmative. “Someone is”. The wait for chic & practical clothing for children is now over in Punjab. An exclusive brand outlet of ‘612 Ivy League’, a brand under which internationally styled clothes for pre-teens, which includes kids in the age group of 6-12 years, will be retailed, was opened to members of the public today, at the upscale Westend Mall in Ludhiana. The swank and beautifully designed outlet will retail trendy garments for ‘pre-teen’ children or ‘Tweens’ as they are called in the West.
612 Ivy League is the first Indian brand focusing exclusively on ‘Tweens’ clothing. The brand was launched by Indian Clothing League Pvt. Ltd. ICLPL, which is a group concern of Indian Yarn Limited, a leading manufacturer and supplier of fibre dyed synthetic yarns for the hosiery and weaving sectors. The brand is being promoted by thorough professionals. A dynamic entrepreneur and ICLPL’s Managing Director, Mr. Manu Indrayan, who is a pass out of the illustrious IIM, Bangalore is at the helm of affairs. What’s more, Mrs. Mohita Indrayan, who is a pass out of Delhi’s premier National Institute of Fashion Technology, NIFT, is heralding the brand’s design department. With opening of an outlet in Ludhiana; also nicknamed Manchester of India, 612 Ivy League, will gain an entry into the highly prosperous and fashion conscious market of Punjab’s “Doaba” belt. Mr. Manu Indrayan says, “The brand already has a huge presence nationally with more than 70 retail points across the country, mainly through reputed chain stores like Shoppers Stop. The brand targets to have an enviable and ambitious presence through 125 retail points by end January 2012.” Mr. Indrayan adds, “Other than our existing outlet in Sector 17, Chandigarh, we have plans to open exclusive retail outlets in select cities in north including Delhi, Gurgaon, Ambala etc. We have also entered into an agreement with Reliance Trends and will be ramping up our presence Nationwide through this tie-up.”
The ‘612 Ivy League’, pre-teens’ range has been put together by experts keeping in mind today’s child who is more aware of fashion and trends; and whose extra curriculum now includes fine-arts like music and drama, sports and a host of other activities. Says Mrs. Mohita Indrayan “Today’s children are very influenced by fashion trends and also lead an extremely active life for which they require specific clothing for their various needs which should provide them comfort and style. Every season 612 Ivy League offers almost 300 styles of boys and girls garments in size 3-14 years. The stylish clothes will be retailed in Ludhiana under two categories: Fashion and active wear.”
The products from the 612 Ivy League stable have been developed with a strong belief that a ‘tween’ – a child who is not yet a teenager, is aware about many adult issues, including fashion and aspires to be a teenager. The brand carries two ranges – icon collection and star collection – for the lifestyle and hyper segments respectively. 612 Ivy League is positioned in not the premium price segment but in an affordable price range so that a huge middle and upper middle class market comes within its radar.
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