John Abraham adds his inimitable style toV DotWednesday, 30 June 2010
Shital Mehta, Chief Operating Officer, Van Heusen elaborates, “When it came to selecting the right brand ambassador for V Dot, the choice was unanimous. It just had to be John Abraham. He brings with him the irresistible blend of cool quotient and sex appeal, which is the space that V Dot occupies among the mindset of today’s party animals.” On being queried about becoming the brand ambassador for V Dot, Abraham said in his inimitable style, “I am proud and honored to be associated with V Dot, not just because it is the coolest and most stylish clubwear brand in the country but because it’s a reflection of my own sense of style. These are clothes I would willingly have in my wardrobe. It’s young, sexy and very me.”
What’s interesting about Abraham is that he is not the kind of ambassador who just dons a particular garment, he also studies and involves himself completely with the brand. Mehta explains, “He’s single-mindedly going about studying and observing things which go way beyond the contract. He’s doing things like giving a specific byte and making an audio visual for each one of our regional distributors, burning the CD and giving it as a gift. He doesn’t merely do the shoot, walk the ramp and leave. Recently, he went to Bangalore and met the designers and worked with them. He also went to the warehouse, worked on body blocks. So he’s involved at a level, which is unbelievable.”
After roping in Abraham, the brand now plans to launch V Dot jeans. Once this happens, V Dot will address the entire spectrum from party wear to chic casuals. “We will bring out a casual range in September. It will have jeans, T-shirts, jackets, shirts, trousers and suits. We will also have accessories like ties, belts, and cuff links. We may enter footwear but not for another year,” avers Mehta.
Currently, Van Heusen has 90 stores out of which V Dot is available in 70 to 75 stores. In fact, they already have 10 V Dot EBOs in cities like Thane, Bangalore, Hyderabad, Delhi, etc. By the end of the year, they should have around 15 to 20 more exclusive V Dot stores. These stores would be about 800 sq. ft. in area. In the future V Dot plans to include women’s wear to its collection.