MAM
Women’s fashion wear brand ‘W’ to unleash new ad campaign
MUMBAI: W, the fashion brand for contemporary Indian women has launched its new advertising campaign that breaks this September. W’s campaign rightly portrays the modern Indian woman in her different facets, that of a professional, a homemaker, a wife and so on, through vivid illustrations in a series of ads, with the central theme, of W’s ensemble instilling confidence, comfort and style in every woman’s lifestyle.
The tagline of the campaign, “Make every step a fashion statement” beckons every woman to lead her life with elegance and fashion, creating her own style statement, wherever she goes.
The ad campaign will break this month in Femina and Reader’s Digest followed by a series of ads in print dailies like Delhi Times, Mumbai Times, Deccan Herald, Anandlok and Satananda breaking on 15 September.
In keeping with W’s aim to celebrate the true spirit of womanhood, the brand has depicted the varied moods/roles of the new age women through its communication, highlighting its brand values-modernity, individuality and fashion. W’s fresh and innovative advertising breaks the clutter amidst the advertising for various women’s wear brands.
W chief executive officer Vijay K Mishra says, “W’s advertising has evolved along with the brand, that is constantly customising its offering, to cater to the changing needs of the modern Indian woman. Fashion is increasingly becoming an important element in the life of today’s Indian woman with growing awareness, globalisation and lifestyle changes. W’s new campaign connects with the contemporary Indian woman who wants to be trendy, suave yet comfortable with her image in varied environments.”
W has a national presence across 30 cities through exclusive stores in Delhi, NCR, Amritsar, Jalandar, Kolkata, Lucknow, Ahmedabad, Baroda, Surat, Mumbai, Pune, Chennai, Hyderabad and Bangalore.
It is also available at leading Multi-Brand Outlets (MBO) like Shoppers Stop, Lifestyle, Globus, Pyramid and Pantaloon in major cities. W is steadily expanding its presence in the country and aims to have 130 points of operation by 2007-08.
The W brand is owned by TCNS Clothing Company Pvt. Ltd., which is promoted by O S Pasricha of TCNS Ltd., a premier apparel manufacturer and exporter. The company exports to leading brands across the world some of which are Levi’s, GAP, Old Navy, May Department, Banana Republic, Saks Inc, J.C.Penney etc.
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
