With logo change, Bodycare plans premium lingerie

With a change in its logo and a new brand campaign, leading innerwear brand Bodycare is now looking at exploring new avenues. The change in identity is to further establish the brand image in the market. “We wanted a strong identity for our brand in terms of branding.

We wanted to change the overall personality of the brand and show that we are heading towards the next growth level. We are assured that logo change and new campaign will enhance our brand presence in the market,” asserts Sanjay Dawar, Director, Bodycare Creations.

Meanwhile the company is also planning to launch its premium innerwear range for women to ensure a totally international look and feel for the brand. Expanding men’s innerwear category apart from launching sportswear collection are few of the other plans on the company’s agenda.

Charting

growth with identity change

Highlighting the reasons behind the logo change, Dawar says, “We felt that our brand is very strong but its identity is not being felt, so to increase our brand equity and identity, we thought of introducing the new logo.”

The company wants to educate its customers about the importance of quality and comfort in innerwear, so the brand’s latest campaign focuses on this with ‘Love your Body’, ad campaign. Dawar says, “The name Bodycare says it all, as we create products, which are not only comfortable, good in quality but are also made understanding the performance aspects and current trends in the market.”

Considered among the top five innerwear brands in India, Bodycare range includes panties, bras, camisoles, shorts, sports bras for women and briefs, vests for men and also seamless products for both men and women. “We are very strong in women’s innerwear. There is a small portfolio for men and we plan to take this category to a new level by reintroducing men’s category under Bodycare. It will be a trendy, fashionable and colorful collection. We are planning to launch it in the coming months and will have a new collection of briefs and vests in the premium segment,” explains Dawar.

With the youth striving to be fit, Bodycare will also launch a sub-brand of sportswear collection called Bodyactive offering shorts, T-shirts, lowers and bermudas. “We are targeting a premium positioning and branding for our brand, continuing on the same lines we will introduce a premium range in women’s innerwear, in the second half of 2014. For this we have adopted state of the art technology from Europe which will give an edge to our products in the market,” avers Dawar.

For 2014, the Bodycare line has maintained focus on seamless and molded patterns/constructions for brassiere and panties both with POP colours in waistband elastics. For Spring/Summer ’14, the range has floral, stripes and abstract prints in neon and vibrant colours.

Expanding pan India footprint

With a production capcity of 15 lakh pieces per month, which would be increased with new European technologies introduced recently, Bodycare expects to achieve a year-on-year revenue growth of 25 to 40 percent. The brand enjoys a presence in about 8,000 MBOs across India, with north India being its strongest market.

Highlighting company’s retail expansion plans, Dawar says, “We plan to focus on the south. This market is very literate and there is huge demand and scope for a brand like ours. We are exporting to UAE. Once we are out with our premium range, we will target European and the US in the future. We will be online through our own website by March 2014.”