Thursday, October 05, 2006

Stori : Clothes With A Twist

Brand : Stori
Company:Chaya Garments
Agency : Saatchi & Saatchi

Brand Count : 134

Stori is a mischievous brand. Launched in 2000, Stori is a premium casual wear brand from Chaya garments from Bangalore. Stori caught the fancy of the customers from the launch itself through out of box creative advertising campaigns. The brand can be called as an " AXE " of this segment.
Stori is positioned as a Brand with a Twist . The tagline says " Clothes with a Twist" . The basic idea of the campaign is to project this brand as a brand with sex appeal. The initial campaigns features a " Mystery Man" who gets all the girls. These ads ( all print ads) were unique in the sense that there are no models featured. The ads have a humour touch to it and a story to tell.The stories are set in different natural settings like Desert, Rain Forest, Green Meadows, Sunflower fields.These campaigns were well recognised and the creative was done by the agency "1point size".
Stori competes with brands like ColorPlus and Allensolly in the Rs 250 crore Corporate Casualwear market . Stori is very expensive and is targeted at the upwardly mobile executives.The brand claims to have 10% market share in this segment. The segment which Stori targets is a tough market and it really takes lot of marketing muscle to break into the customer's mind. Stori was careful in choosing the medium and the message.The main USP of this brand is that it is made only from natural fibre .The company have tried to create a story for the brand and to a certain extent was successful in doing so. But the major hurdle this brand will face will be to sustain the brand in the market. The availability of resources for brand promotion is found to be the major factor that limits any small brand's growth.
The brand has immense potential to make it to the big league even international because the platform which the brand has taken has enough space for the marketer to experiment. The brand can experiment with different "Stori" ies . I shall go to the extent that Stori , if carefully built can be in the leagues of " United Colors of Benetton".

Source:agencyfaqs, businessline, fibre2fashion,financial express.

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