“Sports events like IPL are a great platform for brands to not only convey their core promise to a much wider audience, but also to make a stronger and more enduring bond,” informs the Indian head of sportswear brand, U.S. Polo Assn.
Alok Dubey, CEO at the Indian operations of U.S. Polo Assn, spoke exclusively with fibre2fashion, on IPL as a platform to promote apparel brands, the Indian lifestyle sportswear and kidswear segment, preference of the brand for natural fibres over synthetic fibres, etc.
To a question on sports events like IPL providing opportunities to apparel brands to market their products, Alok Dubey adds, “Through contemporary sporting formats like these, one connects with existing and potential consumers in a high-involvement environment.
“And impact made thereon is much higher than in conventional advertising. Also, given the glamorous and dramatic nature of IPL, it's a glove fit for apparel brands.”
U.S. Polo Assn. is one of the most reputed brands for polo t-shirts, and is officially sanctioned by the United States Polo Association (USPA). The brand entered India in 2007 through a licensing agreement with Arvind Brands and today is sold in over 135 countries.
Alok Dubey is a sales and marketing professional with over 26 years of experience, in the retail and lifestyle brands industry. Apart from being the CEO of U.S. Polo Assn., he is the COO of the entire sportswear and denim or youthwear division of Arvind Brands.
Explaining the underlying message of true sportsmanship beneath the U.S. Polo Assn. brand, he informs, “U.S. Polo Assn. is inspired by and celebrates the game of Polo.”
He adds, “Be it in design philosophy or the imagery, at every step the brand strives to uphold the genuine spirit of polo and the vibrant set of traditions and values surrounding the game which has been preserved, and passed down by many generations now.
“The brand is rooted in classic American styling and has established synergies with what is authentic about the sport while honouring the tradition and grandeur of sportsmanship across categories like menswear, womenswear, kidswear, innerwear and accessories.”
Sharing his opinion on natural fibres, he says, “U.S. Polo Assn. has always supported the use of natural fibres as they have a history of being considered the highest quality fibers, valued for their comfort, soft feel and versatility, as well as being responsible and sustainable choice.”
Click here to read the whole interview.
