Echoing the lifestyles of ‘Generation today’, RW’s advertising communicates the values and ideals that make up the contemporary youth. The communication message is thoughtfully summed up with the words ‘Family. Fashion. Fun.’ and features for the first time a brand ambassador – none other than Malaika Arora Khan.
For those closely associated with the changing themes of RW, the delightful part remains that the brand is still about hardcore family values. Says Sanjay & Samir Sahni (co-owners): “We felt Malaika Arora Khan, is the ideal brand ambassador for RW, as she is not only young, glamorous and stylish but also because her life revolves around her family. In other words, she is just like any one of our current customers – young at heart, stylish and contemporary, yet completely family centric. This new star image also signifies the management’s intentions of providing their esteemed clientele with a new and ‘Befitting a Star’ like services at all outlets.”
RW currently owns ten major outlets; five of which are in Delhi & NCR (3 in Lajpat Nagar, 1 each Rohini, Noida, Kaushambi, Faridabad and Indirapuram and two in Punjab (Amritsar & recently open 40,000sqft store at Jalandhar). The stores are stocked with international and national brands in apparel, footwear, lifestyle accessories, toys, luggage, and home products, and every thing else associated with contemporary trends.
Plans are underway to add 10 new stores in North India by 2009, which will make the company the leading family chain of retail stores. Locations of the upcoming stores include Faridabad, Agra, Panipat, Meerut, Moradabad, Bareilly, Jaipur and Jalandhar. In total, RW aims to beef-up its number of stores and network so as to cover all major cities in North India.
This plan of expansion reflects the philosophy of the company that believes in catering to different segments, with exclusive stores - which include department stores, stand alone single outlets, and single large area stores. |
