Marks and Spencer to introduce new format stores by cashing in on Tennis fever

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Tennis speaks more about style statements both on and off-court. The “Official Fashion Show” partner for the recently concluded ATP world tour championship, the Aircel Chennai Open 2013, plans to open new fashion outlets targeting men and women of age group 25-35.

Marks and Spencer aims to increase the customer base by improving the brand awareness in India. This can be done by opening more stores. The new format shops are all set to make shopping an altogether different experience. The newly opened shops has a beautiful range of display for clothing, with each clothing brand properly segmented and with different brand identities which allow customers to select their brand of preference and the one which best suits them.

To keep the tennis fever growing, the brand has roped in Vijay Amritraj, the tennis player as its brand ambassador. Interestingly, Vijay Amritraj is not the only one representing the brand. There are also Somdev Devvarman, Yukhi Bhambri, Marin Cilic, Sergiy Stakhovsky who join together to represent the new merchandise. The Aircel Chennai Open featured nearly 20 tennis players which included Tomas Berdych, Janko Tipsarevic, Marin Cilic and Stanislas Wawrinka among other players.

Marks and Spencer says that a tournament is a best place to showcase its “trendy and Stylish” collections on the ramp. The brand is also using various other means to reach its customers. It uses print, digital and online media equally. The fashion and lifestyle magazines are indeed used well by Marks and Spencer.

The company is silent about its investment in its recent venture and also the amount spent on the tennis tie-up. The new stores are expected to give the customers a focused feel on fashion along with an illuminated cat-walk. The stores also have an elegant indigo collection, a sports inspired look for Blue Harbor and a more luxurious look signed in for Autograph. Mark and Spencer stores are sure to brighten the mood and taste of customers entering it.

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