Mumbai: Iconic textile brand from the Reliance stable,
Vimal, was re-launched with a new look, logo and offering.
With the re-launch, Reliance says the first Indian textile
brand that was popular with millions is once again back
with contemporary products that will appeal to the consumers
in a relevant, modern and contemporary manner.
According to the company, the new logo displays a new
spirit of openness, by breaking free from the oblong.
The minimalist lettering and styling convey this new open
spirit and are also in line with the new fashion thinking
of clean and bold lines.
Vimal says this form and style of the logo also makes
it more appealing and relevant to the youth. The innovative
logo design is in tune with Vimal''s core strategy of ''premium,
innovative products that will delight consumers''.
The overall brand colour has been retained as red, given
Vimal''s heritage, and given that red is a rich colour
of celebration and warmth for Indians.
In its earlier years, Vimal had the status of being a
brand that embodied ''fashion for everyone'' through its
wide range of fabrics. The new logo of Vimal takes off
from this heritage and the DNA of the brand, to contemporise
its ubiquitous appeal.
The core quality of ''fashion for everyone'' will now be
highlighted in a contemporary and trendy manner.
Vimal already hosts a wide range of men''s fabrics. Now
post the re-launch, the company says Vimal will be available
with a lot more youth appeal, through ready-to-wear apparel.
According to a press release by the company, Vimal will
launch a range of men''s apparel to suit every well-groomed
man''s wardrobe, including shirts, trousers, suits and
jackets, designed in keeping with Vimal''s strategy of
''premium, innovative products that will delight consumers''.
These apparels would come to market in three sub-brands
that appeal to distinct sections of Vimal''s male audience,
1. Vimal Red: This sub-brand would have a range
of apparel with popular pricing, and would appeal to a
wide segment of the men''s wear market; both at the popular
level as well the younger age groups. For the present,
this range of apparel would have basic formals to suit
everyday wearing occasions.
2. Vimal White: A premium and trendy range of
apparel, this sub-brand would enjoy premium pricing, and
would appeal to those who would like to cut a trendy image.
The sub-brand will carry a distinctive range of formals
with innovations in dressing ensures that the ''trendy''
appeal of the range comes through.
3. Vimal Black: This is the top-of-the-line sub-brand
that retails only exclusive finely crafted apparel, designed
in the Italian fashion under the tutelage of Italy''s well-known
fashion designer, Maurizio Bonas. This line of super-premium
apparel appeals to those who wish to convey a statement
of luxury and elegance.
These sub-brands would be available in the exclusive
Vimal stores and in all the other stores carrying the
Vimal Black would only be available at the exclusive
Vimal stores, a number of which will be opened shortly.
Vimal also plans to offer a whole new retailing experience
through its new exclusive outlets, which are being transformed
in-line with its new identity. These exclusive stores
will reflect the bold new spirit of Vimal through their
new décor, designs and layout, and will offer top-of-the-line
customer shopping experiences and facilities, such as
custom tailoring and styling.
Commenting on the unveiling of the brand, Nita Ambani
congratulated all the members of the Vimal team for "outstanding
teamwork". Nita Ambani has been involved with all
aspects relating to the re-launch, store design, branding
and customer experience in Vimal re-launch programme.
added, "We are all very proud of this moment of reviving
the Vimal brand which I am sure will once regain the market
leadership it enjoyed and top-of-the-mind recall."