Modenik Lifestyle has announced a new brand identity for Dixcy Scott, the menswear essential (indoor, thermal and casual wear) brand. The new identity is accompanied by changes in both product and packaging aimed at reaching consumers in the value chain of the economy, the regular and the premium segment. The announcement comes after the launch of Modenik Lifestyle Pvt. Ltd., formed with the merger of Dixcy Textiles Pvt. Ltd and Gokaldas Intimatewear Pvt. Ltd, the parent company of the Enamor brand.

The new brand identity, product innovations and expansion are well timed to build on more than 30 years of the Dixcy Scott brand legacy, said Sunil Sethi, executive chairman of Modenik Lifestyle. “Dixcy Scott’s new brand identity will be enhanced through a communications campaign that aims to establish its role as a catalyst in the journey of Indian men by offering comfortable and fashionable essentials. The TVCs showcase the product features and product performance of the new range of Dixcy Scott innerwear for men. The tagline ‘body language jo chha jaaye’ denotes a sense of confidence a man would experience by choosing Dixcy Scott innerwear, which is reflected in his positive body language,” he added.

For Shekhar Tewari, chief category and operations officer, Modenik Lifestyle, the brand has tried to bring a new story to the fore in the undergarment end-end segment, with the launch of the three-piece TVC. “Inspired by consumer insights and integration of design and technology, the TVCs reiterate the brand principle of staying true to the consumer. We wanted to showcase our diverse product range, the intertwined benefits of comfortable innerwear on a person’s confidence and body language, and our transformed approach to brand positioning. As we work consistently to understand and meet our ever-changing consumer needs, we maintain a balance and primacy of both functional and emotional payouts,” he added.

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This post Modenik Lifestyle Reveals a New Identity for Dixcy Scott

was original published at “https://www.financialexpress.com/brandwagon/modenik-lifestyle-unveils-a-new-identity-for-dixcy-scott/2461976/”