Aeropostale creates marketing buzz in India ahead of launch
American fast fashion label Aéropostale is readying its entry into the Indian market with flash mobs targeted at youth in colleges around south Delhi’s Select City Walk mall, India's The Economic Times has reported.
The mall-based retailer of casual apparel for teenagers is opening its first Indian store on November 7 and is set to open 35 further standalone stores and 25 shop-in-shops over the next three years.
"We have started our activation and marketing programmes targeted at youth, and are trying to reach out to young people in colleges across Delhi," said J Suresh, managing director of Arvind Lifestyle Brands to The Economic Times.
The US apparel company is entering India through a license agreement with Arvind Lifestyle Brand, signed in July this year. Arvind will also launch Aéropostale’s e-commerce site for India.
India has become a popular destination for global retailers, which have set their eyes on the country’s vast consumer market. This year Gap also launched its first outlet in the country, while H&M announced plans to invest €100 million (about $110 million) and open 50 stores over the next five years.
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