Brand : Live-in
Company: Microtex
Agency: Contract
Company: Microtex
Agency: Contract
Brand Count: 111
The Live-in Brand of jeans come from Microtex Ltd which is the part of Maxwell group which is famous for their VIP brand of Innerwear. Live-in is a leading brand in the Rs.1500 crore denim market in India. According to a report on imagesfashion.com, the jeans wear market is growing very fast across various categories.
Live-in jeans is competing in the mid segment of the jeans market. The product was a bold move by the innerwear marketer into a market dominated by unorganised sector. The main target segment for Jeans are of the age group 16-35 ( although we find many 60 yrs old "young at heart" freaking out in jeans).
Live-in was launched with smart clutter-breaking ad campaign. It used the super model Dino Morea which added a touch of class to the brand. The brand was positioned as the ultimate comfortable brand which you will " Keep Them On and On and On". The baseline and the positioning was an instant hit and the brand had a good run ( I don't have the market share numbers).
The name "Live-in" is the most appropriate for a brand for jeans. The name came it being with a consumer insight that the youth these days virtually are living in their jeans for 18 hours a day.(magindia.com)
Later the brand extended into trousers and shirts. The Live-in shirts were using the baseline " Above All Else". The trouser range was using the baseline " Meet Your Lighter Side" . The campaigns of the trouser range was a flop because the company tried to add humour to the brand which failed. The flops eroded lot of equity of Live-in and the brand is back after a restructuring.
The primary reason for the extensions to fail because it deviated from the successful positioning of the Jeans brand. I can vouch that Live-in trousers are one of the best in terms of fit and quality in that price range. It could have given the Peter England Brand a run for its money, but it did not happen.
The latest relaunch of Live-in has done away with the famous " Keep them on" may be because it has been taken by batteries like Amaron. So Live-in is now with the tag " Can't Live Without", which is a smart baseline. The brand is now making lot of noises across the media with some good campaigns.
Pricing is a major factor in this market where the growth is happening most in the sub 500 category where Newport and Ruf N Tuf are the major players. It is said that even Pepe have a brand in this segment.The entry of all major global brands in to India have provided a bonanza for consumers. But for a marketer it is a nightmare to find the right place with the right product with the right price.
Live-in is a brand with good recall and a good product. Most of the Live-in users will agree with me that Live-in have huge potential to be a readymade brand especially in the trouser segment.
Live-in let me hope it will go on and on and on.....
Source: magindia.com, agencyfaqs,indiatodayplus.com, imagefashion.com,magindia .com
Hi I am a freelance designer...in bangalore..with an experience in the gaments industry of around 3 yrs....
ReplyDeleteI have worked for companies like Arvind, Prmus, and retail stores plus with designers to name a few....
Any freelance projects you want to get done....contact me on portfolio_2008@yahoo.co.in
hai Namrata, I am naveen from hyderabad ex employee of microtex(Live in), I was part of the team at the time of launch in AP market, Presently into media, working with 24hr telugu news channel,The details which you have asked can be obtained from Mr. Venkat Reddy(MD)Microtex.
ReplyDeletei would like to have franchise of live in jeans in hyderabad, this article is helpfull for me! thanx
ReplyDeletedear,
ReplyDeleteI am customer of Live-in jeans from 2008, but now a days I bought a Live-in cotton comfort pant of 32 size from Kalyan silks- cochin on 3 months back., I used mostly 5-8 times only, whatever it may be I telling that --a reddish color appeared on the front side of the pant ----thant why as a branded co. i was send complaint for your kind attention, giving a favourable reply, Iam a govt. servant working as Health Inspector in Health Dpt. Ernakulam my No. 9995319805.Karthika bhavan, Nr. Ammankovil, Navaikulam, Trivandrum-695603.
Dear sir, i have used apparels from live-in and i am fully satisfied with all of them especially cargoes. but due to some reason those quality trademark cargoes are no longer available. it would be great to see them back in sale.
ReplyDeleteHello, I was attached with Livein Jeans from past 8 years , The Product is not up to the mark, The company policy is a dumping policy. The product do bot run on Quality but on Offers and Falls commitments. A worthless company with no standy to business seance. If you are wiling to have business attachment then think of loss as the company words are all false.........
ReplyDeleteITS REALLY HEARTENING TO WATCH THE ADVERTISEMENT OF THIS PRODUCT ON TV. ITS A VERY SHABBY OBSCENE SHOWN ON TV WHICH IS VERY MUCH A MISGUIDING ONE FOR CHILDREN. THE AD MUST BE STOPPED WITH IMMEDIATE EFFECT. SHAME SHAME TO THE COMPANY!!!!
ReplyDelete