Jacqueline Fernandez unveils a new active wear brand, ‘Just F’

Jacqueline Fernandez and Mojostar have unveiled the active wear brand exclusively on Amazon Fashion for Prime Day.

Jacqueline Fernandez along with Mojostar recently unveiled the Just F collection exclusively on Amazon Fashion for the eagerly awaited Prime Day! Just F will be available on Amazon Fashion for pre-booking on 16th July on the occasion of Prime Day with an official launch on 17th July.

Comprising innovative, trendy, and stylish active wear outfits for the modern Indian woman, the Just F collection offers over 100 styles on Amazon Fashion curated and handpicked by Jacqueline that includes sports bras, tops, shorts and skirts, tights and tracks, dresses, sweatshirts and jackets. The brand aims to democratize modern active wear for women without compromising on quality, and has priced all its products between INR 1,299 and INR 3,499.

Just F is a women-focused active wear brand, designed and created with the modern Indian woman in mind. It puts women and what they want at the core and looks at fitness and active wear from their perspective, rather than the lens of the men’s domain. A key differentiator is Just F’s approach to construction, sizing, and styling. All Just F products are specifically designed for the Indian female body type and are imbued with crossover styling to bring fun back into the mix, even as it helps women fashionably achieve their fitness goals.

Speaking on the product launch, Jacqueline Fernandez, Co-creator and Co-owner – Just F, said, “I am super excited to bring Just F to the doorsteps of women from all across the country with Amazon Fashion! The timing couldn’t have been better as everyone is looking forward to the second edition of Prime Day. The core idea behind Just F is to highlight that fitness can be fun, fashionable, and unabashedly feminine.” Sharing her thoughts on the exclusive Amazon Fashion partnership, Jacqueline further said, “Women professionals, especially those hailing from urban areas, are extremely comfortable with shopping online. Given that e-commerce is the primary launch medium for the brand, partnering with Amazon Fashion will make Just F products more conveniently accessible and available.”

Jiggy George, Managing Director & Founding Partner – Mojostar, added, “Active wear in India is still largely serving the needs of male consumers, both via product offering and communication. Just F fills this gap by presenting a stylish, fun, yet functional proposition that places women first. The products have been designed keeping in mind the specific needs of our target audience – their body type, fitness goals, and active lifestyles. Our exclusive partnership with Amazon, with its pan-India presence and robust logistics network, will only serve to amplify Just F’s reach.”

Commenting on the launch, Arun Sirdeshmukh, Head – Amazon Fashion said, “Post receiving an overwhelming response on our handpicked selection of fashion brands during Prime Day last year, we are committed to bring together an even more exciting line-up this year. We are delighted to launch the much awaited Just F by Jacqueline Fernandez exclusively on Amazon Fashion for our Prime members across the country. The new customers shopping on Amazon Fashion are definitely in for an extravaganza with Jacqueline’s signature brand coming to their doorsteps with free Prime enabled next day delivery.”

India catches Fifa World Cup fever

India…India….India…India. That is something you won’t be hearing in this 2018 FIFA World Cup.

Coming to the sore point about our country’s participation in the global event, even though we have a population of more than 1.3 Billion of which more than 50% fall under the age of 25. It baffles me why we cannot have a team capable enough to make it all the way. Again, I am not trying to demean the efforts of the existing players and in no way suggesting they are incompetent. It is more to do with the environment and facilities that are almost non-existent. We have never been part of any world cup although the team did qualify by default in 1950 after all the other nations in our qualification group withdrew. However, we withdrew prior to the beginning of the tournament.

There has been some progress lately and we are seeing a shift in sports preference from the newer generation and thanks to the huge investments in football by Reliance, the ISL has grown considerably popular and viewership has increased year on year. The audience with the exposure to the various European leagues fixtures and UEFA’s various formats have accepted football as a viewing sport and the matches have made itself a talking point amongst youngsters, with each one choosing a team which they associate. The fan base for each team has considerably increased especially the teams from England and Spain and the largest followers being for Real Madrid which stands at 77.3 Million across all digital platforms.

FIFA brings in great interest in football and most fans are for Argentina and Brazil, with Portugal, England, Germany, Spain and Italy being the other countries. We see great enthusiasm and match screenings are the new way to catch up with friends. The world cup truly gets people together irrespective of your country’s participation and this particularly holds true for us. SET India the broadcast partners for the world cup has used this as a campaign idea and created an amazing connect with the audience using the idea “Meri Doosri Country”.

Russia 2018 will be a defining world cup for two of greatest legends to grace the field; Messi and Ronaldo. It will probably be their last world cup and both with their respective teams will try their very best to lift the golden trophy. One team that will be missed is Italy and it is still something the fans need to overcome. The world cup has always seen Italy’s participation and this will be the first time in 60 years that the Azzuris have not qualified considering they are 4 time champions and have players of exceptional quality. Of the other teams Brazil is always the crowd favourite because of the way they play, its pure magic. They will this time be out for revenge against Germany for the humiliating defeat they suffered at home turf in 2014. Germany the current holders will try to do a double. The team looks in good shape apart from a few ageing players. My dark horse is the Belgian side A.K.A Red Devils. They are the side to watch out as they have players with exceptional talent and good both in attack and defence. Let us hope to see a fantastic battle between the teams and I am hoping my doosri country wins.

On the merchandise front we have been witnessing this change from early 2013, when we first decided to take a shot at the FIFA world cup 2014. We were unsure of how a cricket crazy country would react to the merchandise though we knew that as an aspirational sport the merchandise would sell coupled with the interest in football. Our bet paid off and we did some unbelievable sales. This gave us confidence to look at football offerings more closely. We now have Real Madrid and of course FIFA 2018 merchandise in the market with more categories activated.

2018 FIFA World Cup Russia has a whole host of authentic licensed merchandise ranging from Apparel to Bags, Sippers, Footballs, Footwear, gifts and novelties and more with prices beginning at INR 299. The Alcis 2018 FIFA World Cup Russia fan wear range comprises over 550 products with T-Shirts, Polo T-shirts, Shorts, Track pants, Tracksuits, Hoodies, Jackets, Sweatshirts, Jerseys and Caps. The range starts at INR 399. The merchandise is available from 1000+ apparel stores and large format stores like Lifestyle, Shoppers Stop, Max Retail, Central, Globus, Sports Station along with leading e-commerce platforms.

So while you will be watching the biggest sporting event from 14th of this month, do show your love for the assortment of merchandise we have put out for you. Help us create more fanatics and support our cause, which is none except it makes good business.

In the world of smileys

my-digital-financial-chronicle-logo
What once originated with typewriters, has now invaded the very essence of communication like wildfire

Smiley has become an integral part of digital conversation in our daily life. Originated with typewriters, it has invaded into computer and mobile communications like wildfire.

However, the origin of smiley is not clear and it seems that it first appeared during the early 1960s. In 1963 there was an American children’s TV programme called The Funny Company, which featured a crude smiley face as a kids’ club logo. At the same time, Harvey Ball – a commercial artist in Worcester, Massachusetts – designed a simple Smiley for a local company, State Mutual Life Assurance.

The classic Smiley arrived in the early 1970s. Within a perfect yellow circle, there was the simplest, most childlike depiction of a happy face: two vertical, oval eyes and a large, upturned semi-circular mouth. This is when Smiley was invented by Franklin Loufrani.

In September 1970 two brothers based in Philadelphia, Bernard and Murray Spain, came up with the classic Smiley design to sell novelties. Adding the words “have a nice day”, the Spains shifted at least 50 million smiley badges in 1972.

From early-70s fad to late-80s, smilieys change like a constantly mutating virus. Written during 1985 and published in 1986, Watchmen used the Smiley as a visual metaphor for a narrative that examines guilt, failure, megalomania and compromise with a corrupt power structure.

In 1997 Nicolas Loufrani created the first 3D Smiley and starts exploring different creative variations of it, which made its way on the screen of a cell phone for the first time in that year after licensed by The Smiley Company to Alcatel. Loufrani remembers in 1997, how he noticed the world was in the midst of a technological revolution and that people were using expressive emotions made from punctuation marks for text messaging and emails. Hundreds of these had been created as an art form but only 🙂 and 🙁 were really understandable and being used. “I started experimenting with my father’s Smiley to create thousands of icons that corresponded to these pre-existing emoticons. I knew that I was onto something big, so I registered all these icons as copyrights and then launched a new brand SmileyWorld, that expressed thousands of emotions and which could also be applied to a variety of products. In the 20 years since then, the Smileys that I created have been featured on tens of thousands of products, which have been produced by more than 800 licensees and generated over $1.5 billion in retail sales. This unique invention of my Smileys has gone on to influence pictorial language and the way we communicate and express ourselves today and I am really proud of this,” Loufrani said.

He recalls starting out in the luxury goods business, playing a key part in the transformation of Ozwald Boateng from a market trader on Portobello Road to becoming an internationally renowned Saville Row tailor. “In 1996 my father Franklin finally persuaded me to join Smiley and try to revolutionise it from its very traditional ‘nuts and bolts’ consumer merchandising licensing model. It was personally a very difficult career move to leave the luxury goods industry, which was my passion, but I knew that I could use my knowledge of trend, cutting edge design and the fast evolving world of technology to revolutionise Smiley forever,” he says. By 1999, Nicolas created 471 smileys in categories such as emotions, weather, nations, flags, parodies, sports etc.

Also in 1999, Shigetaka Kurita of NTT Docamo created his emojis. However, the original designs bare little resemblance to the modern emoji phenomenon, which was inspired by smileys and the work of Loufrani, who launched The Official Smiley Dictionary in 2001, which announces “The birth of a universal language”. The Dictionary contains 393 smileys with categories such as animals, colours, countries, celebrations, flags, food, fun, occupations, moods, celebrities, planets and moods. The Smiley Dictionary also held an extensive directory of 640 ascii emotions.

“It was my strategy to start looking into creating collaborations on the catwalk with some of the world’s leading couture houses and upscale fashion designers to keep Smiley in the spotlight of the leading buyers, press and celebrities. This strategy has really paid off and the trickle down has resulted in us having today collections accessible to the mass market through some of the high street’s most popular multiple retail chains and at the same time collections in the world’s leading boutiques, department stores and on the catwalks all over the world,” he recalls.

In 2003, The Smiley Dictionary was renamed SmileyWorld and contained 887 smileys including new categories such as celebration, celebrities, clothes, fancy, flags, flowers, food, in action, instruments, mood expressions, mood hands, nations, nature, numbers, objects, occupations, religion, science, signs, sports, transportation, weather, zodiac. The Dictionary is published for the first time as a book and the Smiley is licensed to leading phone manufacturers Motorola and Nokia.

“We are a licensing success story because we have a completely unique brand message, which is that ‘we make the world a happier place” and this is the starting point for everything we do as a business. We also have an enviable brand positioning that places us at the epicentre of three of the most important consumer trends in popular culture today; happiness, music and Smileys. These provide our partners with unique opportunities to leverage our authentic brand message, when they partner with Smiley,” said Loufrani.

Apple launched its first iPhone in 2007 and emoji icons were available only to Japanese users. Emoji is a Japanese word for pictogram and reproduce the concept of icons sorted by categories and have a set of emotions inspired by smileys but with a very different art direction.

According to him the Smiley Company prides itself on co-creating with partners, to ensure all leverage not just Smiley’s brand equity. “But also collaborative design and commercial expertise to ensure we create best-selling collections, driven by market insight and that are supported by marketing best practice. We want our partners to know that when they work with Smiley, it’s about entering into successful long-term partnerships, that will grow over the course of time,” said Loufrani.

From 2010 onwards, some emoji character sets were incorporated into Unicode, a standard system for indexing characters, which has allowed them to be used outside Japan and to be standardised across different operating systems.

“The team at Smiley continues to be a key component in driving the business’s growth globally. We have a dedicated team of 40 people and specialist brand teams coming from licensee specific industries, this allows the company to understand the needs of each and every partner and offer them professional advice and guidance,” Loufrani explains.

Today there are 1088 emoji, used by billions of people everyday thanks to Unicode. Emoji are distinct from the original Smileys but the explosion has fulfilled Nicolas Loufrani’s vision to create a digital universal language, understood by everyone.

“Smiley also adopts a global outlook but takes a local approach, with national sales teams speaking a wide range of languages we can guide partners towards the best products for them and their markets in order to drive more sales,” Loufrani said.

The Smiley brand is now active in over 13 industries, like fashion, food, toys and publishing. The Smiley Company works with some of the world’s largest retailers and most iconic brands to spread fun and happiness through creative products and engaging marketing activities. With sales of $265 million in 2017, Smiley has become part of the top 100 Global Licensors edition.

“We operate across 13 product categories in total but there are limitless opportunities when partnering with Smiley. I wouldn’t rule out any category as long as it was related to spreading our message of happiness and positivity and a positive lifestyle. Our major product categories are; Fashion, footwear and accessories, back to school, gifting, greeting cards, homewares, stationery, digital, promotions, publishing and Toys,” Loufrani says.

Talking on his plans for India, the company said, “India is definitely key market and Dream Theatre are very focussed on making Smiley a comprehensive and very successful licensing proposition. In fact the brand is very relevant in India with a 40 per cent share of Smiley’s fans on social media and an already active licensing program with Lifestyle stores and a partnership with Archies covering a whole host of gifts and novelties. We are now adding new categories and have product launches in bags, loungewear, toys, back to school and a major promotions with a prestigious FMCG company. From a strategy perspective, Fashion and Apparel will be the core proposition in India as well, where we will collaborate with top designers, brands, and retailers for a greater apparel portfolio which will offer Smiley fans more options to choose from designer collections to mass market. In addition, we will have fashion accessories, homeware, foods, toys and games, retail activations roll out, for which we are currently in advanced discussions. In the next 3 years we aim to become Rs 150 crore portfolio at retail.”

Just ‘F’ 143

just-f-logo-and-heart-illustration

Mojostar, a joint venture between Dream Theatre and KWAN Entertainment, launched its second celebrity, co-created brand Just F, a female-only fitness and fashion brand with Jacqueline Fernandez. Mojostar is founded by two industry veterans – Anirban Blah, founder and MD of KWAN entertainment and Jiggy George, founder,  and CEO of Dream Theatre.

What does ‘F’ mean in the Brand name? When someone asked Jacqueline, watch she said about it – Click Here!

Just F aims to explore the female active-wear space in India with a combination of fresh design, functionality for fitness and trendy fashion. Just F will launch a range of stylish athleisure outfits, covering a range of trends and use cases such as monochromes, floral infuse activewear, club-inspired activewear, functional sports bras, color blocking etc. The brand has also paid great attention to detail in terms of construction and sizing, designing products which are better suited to the body type of Indian women. Crossover styling across the range helps women to fashionably achieve their fitness goals while bringing the fun back into the mix.

For more brand creation and extension ideas with licensing, connect with our experts today!

Mojostar and Jacqueline Fernandez team up to launch a female-only fitness and fashion brand

brand-equity-logo

Co-created and co-owned by Mojostar and Jacqueline, Just F is a move to redefine the female active-wear space in India

With an aim to bring the ‘F’ factor back into feminine fitness, Mojostar has recently joined forces with leading Bollywood superstar Jacqueline Fernandez to launch Just F, a female-only fitness and fashion brand. The launch of Just F marks the second co-created brand launched by Mojostar, which has been consolidating its position as a world-class ‘house of brands’. Mojostar is founded by two industry veterans – Anirban Blah, founder and MD of KWAN entertainment and Jiggy George, founder and CEO of Dream Theatre. It also marks the launch of first fashion brand created by Jacqueline, who is already a top style, fashion, and fitness icon in India.

Co-created and co-owned by Mojostar and Jacqueline, Just F is a move to redefine the female active-wear space in India. A combination of fresh design, functionaility for fitness and trendy fashion JUST F’s offerings are unabashedly feminine. The products have been developed to meet the specific requirements of the style-conscious, trendy, and free-spirited 20-something Indian women.

Speaking on the launch, Mr. Abhishek Verma, CEO, Mojostar, said, “Active-wear trends in India are still heavily dominated by the needs of male consumers. Brands in this space still have a primary share from male consumers, leaving gaps in the offering for young Indian women. Just F is our way of giving female consumers, products which cater to their needs and sensibilities.”

Just F will launch a range of stylish athleisure outfits, covering a range of trends and use cases such as: monochromes, floral infuse activewear, club-inspired active wear, functional sports bras, colour blocking etc. The brand has also paid great attention to detail in terms of construction and sizing, designing products which are better suited to the body type of Indian women. Crossover styling across the range helps women to fashionably achieve their fitness goals while bringing the fun back into the mix.

“Inputs and insights from Jacqueline, who is not only a leading Bollywood star but also a style icon and a very vocal promoter of wellness and healthy living, have played a big role in defining the brand identity and product design. We are confident that these products will be well-received in the market, and will help meet the need of young Indian women,” he added.

Jacqueline Fernandez said, “I have always believed that fitness and fashion are not destinations, but fun-filled journeys. They are, to me, a way of living, and as such I want my active-wear to reflect my personality and complement my lifestyle. Launching Just F, a feminine take on fitness from my perspective is a big moment for me. I am confident that the brand will meet and exceed the expectations of young women across India, who want to fulfill their fitness requirements without breaking the bank or compromising on style.”

Pokémon in India

pokémon-licensed-products-in-india

Japanese properties have always been a big draw in for kids in India on television and its no surprise that Pokémon scores very high in India on popularity not just on the content side, but also on brand recall, popularity, and merchandise. Millions of kids tuned into the show in the early 2000s when it was a big hit on television. With its re-launch on Disney in the summer of 2014, Pokémon has emerged as a winner for a new generation of kids all over again. The show airs on Disney XD in Hindi, Tamil, Telegu and is also available on VOOT and is one of the most popular shows on both platforms! The advent of Pokémon GO saw young adults, who were die-hard fans in the early 2000s, re-dialing into the franchise with renewed energy. The result Pokémon is one of the few franchises, which has the distinction, especially from an Indian scenario, of finding resonance both with kids who continue to watch and adore the show and adults who grew up with Pokémon. On the merchandise front, Pokémon is one of the widest licensed properties with products across 15+ categories from apparel to bags to home furnishings and more. On the adults’ front, the Pokémon Jack n Jones collection sold out in record time and Pokémon apparel is one of the top-selling apparel range on E-commerce platforms like Myntra and others. With prices starting from INR 25 for Camlin’s stationery range, there is something for every fan to buy! And that’s not all, with more than 700 Pokémon to collect, Pokémon is one of the hottest Promotional Licensing propositions. Kellogg Chocos and Cadburys Gems & Lickable have run extremely successful promotions with kids collecting Pokémon figurines, toys, cards and more! So if you are looking for a property that ticks all the boxes on massive popularity, universal appeal, strong presence on TV and VOD and successful products across categories, look no further, Pokémon is your answer!

Oggy – The most loved cat in India!

oggy-and-the-cockroaches-licensed-products-in-india
He’s blue, he’s a good guy and he wouldn’t hurt a fly. OGGY is the only cat, the word feline can’t apply to. He would be the happiest of cats if three hideous cockroaches hadn’t decided to settle inside his comfortable home: JOEY, DEEDEE, and MARKY. They are ugly, stupid, nasty and determined to make Oggy’s life a misery.t’s fast, it’s crazy and it’s hilarious… it’s OGGY AND THE COCKROACHES! And India Just can’t have enough of them!   Oggy and the Cockroaches is one of the most sought-after TV shows in India playing on Cartoon Network and Nickelodeon and also available on Amazon Prime.  Indian fans make up for 35% of its total  1.3 million fans, Indian ranks #1 in Oggy’s 60,000+  Instagram subscribers and on YouTube,  India is the # 1 country with  110k subscribers and over 5 million views per month. 
Want to leverage these brand credentials and reach the massive audience with Oggy branded products for India’s most loved Cat?
Connect with Dream Theatre Licensing experts to know how!

Hello Kitty for all!

hello-kitty-across-age-across-categories

The Smiley Company at India Fashion Forum 2018

smiley-booth-pictures-at-india-fashion-forum-2018
The Smiley Company booth at the Indian Fashion Forum 2018 was a huge hit with brands and key retail chains seeking opportunities with Smiley in India. Smiley’s CEO, Nicolas Loufrani, was a speaker on the Licensing Panel Discussion on 14th March 2018 speaking on how Smiley has evolved into a licensing success story with 310 licensees, USD 405 million in retail sales and 136 million products sold worldwide.
Dream Theatre represents The Smiley Company in India and Smiley is a very successful licensing programme in India across apparel, gifts and novelties, bags and more product categories and promotions hitting shelves in coming months!  Contact our experts today to find how to grow your business with a Smile!
Check all the media interactions with Nicolas Loufrani:

Star Wars keychain, a GoT bandana, anyone?

dna-logo

Merchandise

33-year-old software engineer Shraddha Sharma is a movie buff. More so a Hollywood buff and never fails to catch the latest releases. She also likes shopping for products inspired by movies and her recent collection includes Star Wars backpacks, The Last Jedi mug, Game of Thrones t-shirts, phone covers and tea coasters. She also has a red satchel inspired by Beauty and the Beast. She uses these products on a regular basis, often carrying the satchel to work and using the mugs and coasters at her work desk.

Just like Sharma, several professionals are embracing merchandise inspired by movies, sports and celebrities wholeheartedly. Hitherto relegated primarily towards children, the market for licensed merchandise is fast enveloping the youth and adults, those with a zest for sports and movies and a yearning to shop.

“The wide adaptation of pop culture, easy access to global trends and content across genres, high levels of brand awareness, and the increase in average disposable income are major factors why the (licensed merchandise) industry has shifted its focus from kids to adolescents and adults,” says Jiggy George, founder & CEO of brand management and licensing company, Dream Theatre.

Estimates suggest that the licensing market is worth $1.3 billion in India and is growing at a healthy rate of 10-12% every year. Of this, the market for adult merchandise is roughly 45%. India is also regarded as one of the top three developing markets for licensed merchandise, set to grow exponentially in the next five years alongside other emerging markets such as Brazil and China.

“And of the total Indian licensing market, fashion holds much sway, comprising $731 million, followed by entertainment at $401 million,” says George.

With the Indian retail market touted to scale upwards of $1.1 trillion by 2020 (as per Assocham), it will directly impact the demand for merchandise inspired by entertainment and sports, feel experts.

According to brand consultant Harish Bijoor, having a collection of merchandise associated with entertainment, sports or films is perceived as making a lifestyle statement. “There is an entire generation of people who have grown up on brands such as Star Wars and Beauty and the Beast. Today these adults are fascinated by merchandise inspired by such films that are iconic. Shopping for the merchandise elevates their mood and status in their social circuits,” says Bijoor.

“The Disney collection was aimed at adults with memories of Disney and those who still love fantasy,” says Dilip Kapur, President, Hidesign, which introduced a special collection inspired by the movie Beauty and the Beast; and which consisted of premium leather bags, wallets, stylish totes and satchels that had the movie characters fused with Hidesign’s leathers.

Experts say earlier, licensing in India was largely rooted in animation and hence what hit the stores mainly focused on school-goers and included toys, kids apparel, school bags and other knick-knacks.

“Character content is no longer focussed on kids. Movies such as Batman, Superman, Hulk or Spiderman are no longer made just for kids but cater to a family audience. Even animation movies have a broader appeal. So a child who grew up watching Pokemon in the early 2000s is today playing Pokemon GO and has a nostalgia connect with the property and a range of Pokemon t-shirts to choose from. Likewise, design programmes of hitherto kids’ properties like Mickey and Minnie (mouse) now have art programmes made for adults that have aspirational quotients,” says George.

Brands look towards merchandise as a noteworthy channel to reach out to a newer set of consumers and thereby expand their target consumer base. Kapur says the Disney collection helped them reach beyond the existing world of Hidesign, “inspired by careers and travel, to the Disney world which is much larger. It’s not surprising that it was a great success, with sell-through that went beyond an average new collection. It shows clearly that a creative collaboration, as long as it fits into the brand value of the two collaborators, works in expanding the customer base through licensing.”

Experts say sports licensing is also driving growth in the adult market for merchandise in India. “We have seen a massive spurt in business for our sports properties like Real Madrid and FIFA 2018 (in the adult space) with categories like apparel, gifts, sporting accessories, bags and more. The adult merchandise market is coming of age in India,” says George.