Finding the right fit

Reid & Taylor needs to shake off the heritage brand tag

- CHRISTINA MONIZ

THIS IS WHAT happens when you hit the gym after a long pause. On your first rebound day, the same weights seem heavier; the same set of squats tires you quicker. You might feel frustrated—nothing seems the way you left it.

The same scenario faces brands looking to make a comeback. Those "muscles"—read brand loyalty—have lost strength due to long absence. The brand's "stamina"—customer loyalty—have declined with neglect. All of which essentially means you need a relook at the entire "regimen"—the product, price, place and promotion—that seemed to work the last time around.

Men's fashion brand Reid & Taylor is facing the same dilemma.

Launched in India in 1998, the brand vanished from the market in 2018 after S Kumars—which held the rights to manufacture and market the Scottish brand in India—went bankrupt. Reid & Taylor is making a gradual comeback now, under the aegis of its new owner Finquest Group, complete with a campaign featuring new brand ambassador Vicky Kaushal and tagline, "Man on a Mission".

Finquest Group has invested over ₹750 crore in revitalising the brand. Reid & Taylor is available in more than 1,200 multi-brand and exclusive brand outlets across the country, as per a company announcement.