Cambridge launches into women's wear, discards old image for a new aspirational market

Cambridge, one of the oledest men's apparel brands in the value-for-money segment, which started as  one-store Mumbai-based brand in the '60s is going for a brand makeover to attract the youth segment.

The brand, which has grown to have 30 owned showrooms in Mumbai  and over 300 across the country,  has lso expanded abroad to Saudi Arabia, Kuwait, Sri Lanka, Bahrain and Dubai in the UAE.

To reflect its growing global presence the old logo has made way for a more modern one that incorporates the button-stitch of a shirt into a 'C'.
The makeover is accompanied by two new collections - Work & Play and Platinia for men and  a diversification into women's wear with the launch of 'Cambridge for Her,'an exclusive clothing collection for women.

The women's sub-brand is targeted at today's independent, open-minded and smart women.The USP the will be style, custom made for Indian weather conditions.

''We are planning to reposition the brand in order to make the brand look younger and appeal to the youth of India," says Prashant Bhatia, director, Cambridge.

"The association with Moser Baer's movie Hide & Seek is one of the initiatives that we have planned to kickstart the 50th year celebration of the brand,'' says Bhatia.