ITC launches trendy fashion wear ‘Miss Players’

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Mumbai, ITC’s Lifestyle Retailing launched ‘Miss Players’, trendy fashion wear for women. Targeted at the vivacious young woman between 18 – 25 years, Miss Players offers a vibrant wardrobe of cool casual-wear, exciting party-wear and chic work-wear.

Announcing the launch of Miss Players, Atul clarified that the collection is positioned as a trendy, fashion brand for the young woman to make a lively and playful style statement. This platform of ‘style with a playful side’ is also reflected in the tagline for the brand – ‘play it cool’.

Well known film actor Amrita Rao, with her vibrant and youthful personality, is the face of the brand. In the brand marketing campaign, she stylishly brings alive the spirit of fun and playfulness.

The range which spans across trendy tops, funky denims, smart trousers and stylish dresses along with a whole range of cool fashion accessories has been designed keeping in mind the tastes of the female youth of the country.

He added that the Spring-Summer ’07 collection that is hitting stores now has a wide range of casual-wear with colourful tees in catchy prints & motifs, smart capris and dungarees for that relaxed look; whereas the party-wear collection with fitted tops in daring prints and detailed embroidery are sure to set the floor on fire. The work-wear collection with its banker shirts and flattering trousers are perfect for the confident working woman of today.

The right fits are quite key for this consumer, and extensive research has been done to arrive at fits which will be ideal for the silhouettes of the female youth in India. Detailed trials have been conducted across cities to validate the fits developed.

The range is attractively priced in the range of Rs.495 to Rs.995. Miss Players is currently available at select exclusive stores and at leading John Players stores in key cities.

The availability of the brand will be rapidly enhanced to reach exclusive stores and multi-brand outlets in malls & high-street locations in the key consumption centres of the country.

Over the last five years, ITC's Lifestyle Retailing Business Division has established a nationwide retailing presence through its Wills Lifestyle chain of exclusive specialty stores.

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