Gini & Jony targets school kids

Gini & Jony, the high-end kids fashion brand, is going all out to woo its target group. It’s getting associated

with movies, coming up with innovative offers and loyalty programs to gain market share. Their strategies coincide with the beginning of the new academic session at schools.

According to Tejas Kothari, Senior Marketing Manager and Head-Loyalty Program, Gini & Jony, they thought it was the right time. With new teachers, a new class room and new friends, children would like to avail a complete new school kit. The kidswear brand has teamed up with Shahid Kapoor and Ayesha Takia stars of the recent Bollywood flick Paathshaala. Kothari says the reason for their association with this particular movie was that it deals with the challenges being faced by schools, students and parents. The central theme and characters of the movie gel well with the brand’s current ‘Bag to School’ offer.

While kids shop at Gini & Jony from a wide range of the Beach Polo and Nautical collections, they will also be gearing up for the first day of their new class with school bags, shoes and accessories. Gini & Jony currently sells brands like Happy Style, GJ Jeans, GJ Baby, and kidswear range of international brands like Puma, Benetton and Levi’s Kids.

The brand’s aggressive drive for their loyalty program Wonderworld Club has increased membership by 60,000-65,000. Gini & Jony currently has nearly 280 retail outlets across 65 cities and also sells its products through 500 MBOs. It has plans to expand its retail presence in different formats.