We are making the brand relevant through celebrities – Sales & Retail Director, New Era
John Casey on the signature headwear collection designed by cricketer Virat Kohli, and the brand’s game plan for growth
International sports and lifestyle brand New Era recently announced its licensing deal with cricketer Virat Kohli. The signature headwear collection, designed and conceptualized by the cricketer, will be manufactured, marketed and distributed globally by New Era. The headwear, branded with the One8 and V logos, will go on sale exclusively on Jabong in India and neweracap.eu in Europe.
The headwear seller has spent the past decade doubling down on international expansion and has managed to create buzz among celebrities and fans across various markets. exchange4media got John Casey, Sales & Retail Director – EMEA, New Era, to spill the beans on the brand’s game plan for growth as they start building it up in the Indian market, how roping in Kohli fits in their overall marketing strategy and more.
Speaking about their growth plans for the Indian market, Casey opened up on strengthening the brand’s distribution arm. “Currently, we’re working online with Jabong. We’re hoping that we can advance our distribution and take on more retailers. We need a distribution partner to do that and we’re looking at that in a big way,” he said.
When quizzed about how the collaboration with Kohli fits in the brand’s overall marketing strategy, he said, “The collaboration is a part of making the brand locally relevant. We don’t think there is a better partner than him. So Virat joins us at a very exciting time as we continue to build our presence in India.”
On the brand’s marketing strategy, Casey shared, “Our marketing strategy is around making the brand locally relevant. We’re planning to bring in products that work in Europe and America and excite the Indian consumer as well.”
He revealed that digital medium occupies the lion’s share in the company’s marketing mix. “Indian consumers are online, obsessed with their mobile phones, with Instagram, Twitter and extremely active on the digital platform. So I think most part of the marketing would be digital as it is most relevant.”
Casey said the reason “the brand has an edge over others” in the category is the fact that it’s a heritage brand. “Nike was around in 1972 but we started off earlier in 1927,” he reasoned.
The brand, meanwhile, is on a lookout for more collaborations and partnerships. “We’re looking to do more and more collaborations, partnerships and are working with Cornerstone to work with other athletes. We are looking at Bollywood stars too as the Indian consumer gets excited by a celebrity face,” explained Casey.
