Loyalty bonus from Jealous 21

Jealous 21, the exclusive jeans brand for young girls that was acquired by Indus League Clothing,

is now betting big on its mobile phone-based loyalty program called Club J21. With nearly 8,000 members, the brand is looking at doubling membership this calendar year.

Aimed at girls between 18-24 years, Jealous 21, reaches out to its target audience through various college events, and events at multiplexes, and Cafe Coffee Days. “Young girls require ‘instant gratification’ and are not willing to wait for a month for points to accumulate. Hence, the Club J21 program does not offer points redemption; instead it gives gift vouchers, free gifts and discounts to members via sms alerts, apart from exclusive previews to Jealous 21 collections,” says Kanwalpreet Walia, Marketing Manager, Jealous 21. Priced between Rs 999 to Rs 1,299, Jealous 21 jeans are available in three hip sizes -- hottie, hour glass and bootilicious.

The brand is also working on its spring/summer collection of denims that will have evening wear in six to eight styles. Available at large format stores like Pantaloon and Central, Jealous 21 is also being sold through their 15 exclusive brand outlets (EBOs). “We are planning to open new EBOs in Bangalore, Delhi, Mumbai and Chennai by March 2011,” says Walia.
This year, the brand is looking at 35 to 45 per cent growth and is expecting a turnover of around Rs 55 crore for the year ending March 2010.