Hospitals may be an unlikely place for marketers to promote their brands but The Children's Place, top childrenswear retailer in the US, is tying up with hospital chains in India to visit patients in maternity wards and gift merchandise for their newborns. "As the child grows, we are hoping they become regular consumers for our brand and we kind of adopt their fashion sense since birth," said J Suresh, managing director and CEO of Arvind Lifestyle, which has a franchisee arrangement with The Children's Place (TCP) and plans to open 50 stores of the mass premium brand in the next four years.
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