Brett Lee’s obsession with India continues as he joins hands with H&A to extend his existing line of active wear clothing to the Indian market. H&A is a brand that does not concentrate on high-end fashion, it is more into affordable fashion and in that realm this company had never delved into active wear. It came as a shock, since the fast bowler has a reputation that can easily get him to endorse any international brands and he still choose to get lend his name to a run-of-the-mill clothing line.
Brett Lee’s fascination with India dates from ICC 2006 Champions Trophy in India, where he had not only wooed a major chunk of Indian population but had also created a niche for himself in the Indian market. To get a better grip of the market he had also recorded a duet with Asha Bhonsle, a much celebrated Indian artist, and had endorsed a couple of brands too. On the other hand, H&A is a nascent brand and it only focuses on the domestic market of India. By commoditizing Brett Lee’s image of a fast bowler the head honchos of the clothing company are a sales profusion, head of H&A said ““Lee a well-known Australian cricketer enjoys a huge popularity in India. With a focused sales and marketing effort, H&A would help reach out the Brett Lee collection to customers across India.â€
The company has approximately 170 shops across India and is striving hard to expand its business and to find itself a place in the map. Taking such a risky move of associating with a nascent brand is not at all a smart decision on Brett Lee’s part in fact it clearly looks like an act of desperation.
via: fashionunited
