MTV launches fashion apparel in Dubai  ( June '11,2001, BS)

The television music channel MTV, has launched its branded clothes and accessories range in Dubai. After establishing itself as a successful youth music channel in India, MTV launched a slew of products like music albums, credit card and a range of clothing and accessories in the domestic market. It has now taken its branded apparel range, MTV STYLE, to Dubai.

For the purpose, MTV has entered into a tie-up with Jay Gee Group and Globe Trading Agency to offer the latest in fashion to its target consumer.

"After the success of the brand in India, traders in Dubai expressed interest in the MTV STYLE products. Dubai, we think, is an extention of India," says Sanjeev Hiremath, vice president, Network Development (South Asia), Licensing & Merchandising at MTV.

The launch of MTV STYLE comes close on the heels of introducing MTV India channel on UAE’s cable network. The channel has become very popular in the Middle East. "So we decided to extend our brand further with STYLE in the region," adds Hiremath.

The entire MTV STYLE range has been launched in Dubai and Alain. The products will be rolled out in Sharjah and Abu Dhabi later. "We will initially restrict ourselves to the UAE and then move to Kuwait, Oman and Saudi Arabia," says Hiremath. The clothes and accessories will be available at all the leading malls across Dubai.

The launch is accompanied by ground events and promotional activities. MTV claims to be one of the most powerful brands in the world. According to Hiremath, "It is but natural that we want to extend this powerhouse of equity driven by core strengths of creativity and innovation. We want it to be a 360 0 brand."

Licensing and merchandising is key to the roll out of MTV’s strong equity within the youth segment across different markets. "We fulfill the five C’s which today’s youth look for Current, Creative, omfortable, Comprehensive and Cost-Effective," says he.