Myntra will sell exclusive Harvard apparel in India from August 2014 in tie-up with Harvard University. Introducing a strong knit line like sweatshirts, tees, polo’s and track suits, Myntra will be the first to launch Harvard branded products in India.
Like the rest of the world, Harvard is everyone’s dream in India too and this partnership is Myntra’s effort to connect customer with renowned universities like Harvard. An exclusive arrangement, Myntra will make Harvard branded lifestyle clothing products for both online and offline stores. With competitive prices, they will be on par with brands like Tommy and UCB.
Products in the second phase will include smart casuals for campus wear.
Myntra already has a number of in-house private brands which are designed and manufactured by them – Roadster, Kook & Keech, Dressberry, Anouk etc. Actor Hritik Roshan recently launched his exclusive clothing brand HRX on Myntra.
Earlier, Myntra partnered with actor Salman Khan’s Being Human Foundation to sell their products.
Previously, other major brands like Nike, Tag Heuer and Ralph Lauren have designed and introduced Harvard branded products and sought license to use their name.
How can an Indian Online Seller benefit from tie-ups with renowned institutions?
Such tie-ups are based on capturing the customer’s eagerness to be associated with renowned institutions or brands. It helps to connect the customer to their desired institution or brand thus leading to higher sales.
The idea behind it is similar to marketing a movie or movie star with the help of merchandise branded with the movie/movie star’s pictures. Fans and followers rush to get this merchandise to show their loyalties and affection.
It is a way for people to be connected with their desired and admired institutions even if they are not able to be there physically. Brand loyalty is a strong aspect amongst customers, so a unique product will definitely find its niche audience segment.