Retail News CRM

Tag: expansion

  • Biggest car rental company heading to Vietnam

    Biggest car rental company heading to Vietnam

    Vietnam is the first stop for Enterprise Rent-A-Car in Asia, after 85 locations in Europe and the Americas. The world’s largest car rental servicer, Enterprise Holdings, recently announced that its Enterprise Rent-A-Car service is now available in Vietnam. The move is part of Enterprise Holdings’ goal to expand its car rental services across the Asia Pacific region.

    Enterprise Rent-A-Car will operate in Vietnam through its Vietnamese franchise partner MP Logistics.

    Cuong Dang, general director of Enterprise Rent-A-Car Vietnam, said the company currently has 300 rental cars, from 5 to 47 seaters, available in Ho Chi Minh City. The service is scheduled to be expanded to Hanoi and central Da Nang City in the first quarter of 2019.

    Rent-A-Car’s initial strategy will be to grow a base of corporate customers, foreign employees of multinational companies with operations in Vietnam. The initial emphasis will be on long-term rentals with a chauffeur.

    Later, it will expand its services to include short-term, chauffeur-driven options, self-drive rentals and leisure hire at popular tourist destinations likes Da Nang.

    Cuong said he believes that there is great demand in Vietnam’s car rental market but inadequate supply, and that in the future, this market will thrive.

    There are two reasons Vietnam’s car rental market will grow, he said.

    First, FDI growth will be maintained for the next 10 years, which will attract an increasing number of foreign workers.

    Second, the middle class is seeing strong growth. The younger generation does not accord much priority to saving to buying luxurious cars and big homes, but tend to pay more attention to quality of life and experiences, and as such would be more willing to rent cars.

    However, Cuong noted that the Rent-A-Car model brought to Vietnam would take longer to recoup capital and profits than in the U.S.

    “The price of buying a car in Vietnam is twice that in the U.S., but the rental price is the same in both markets, so the business risk will be higher,” Cuong said.

    Todd Prister, regional director for the Enterprise Franchise Asia-Pacific said that the company is excited about the potential of Vietnam’s economy.

    “Vietnam not only has one of the highest growth rates in the world as well as attractive business markets, but also is a prominent destination in Southeast Asia. Combining these factors, Vietnam will be a brilliant opportunity for us,” said Todd.

    Enterprise is the largest car rental company in the U.S. and is the 13th largest private enterprise in the country.

    Todd Prister said Enterprise is also the largest car rental company in the world in terms of vehicles owned, employees and sales.

    The company is present in 85 countries, 10,000 locations, owns over two million vehicles and has an average annual turnover of about $22 billion.

    Lees ook:

    Lees ook:

    Lees ook:

  • Marcelo Burlon Opens First Flagship Store in Singapore

    Marcelo Burlon Opens First Flagship Store in Singapore

    Italian fashion label Marcelo Burlon has launched a Singapore flagship store on Orchard Road. The Marcelo Burlon Singapore store – the brand’s first in Southesast Asia, will offer a comprehensive range of the brand’s most recent collections, as well as the latest collaborations with NBA and MLB. Exclusive T-shirts were released to celebrate the store’s opening.

    The venue’s interior design reflects the Patagonian roots of the popular designer, who was personally present to attend the launch.

     

    Lees ook:

  • Chow Tai Fook reveals massive China expansion plan

    Chow Tai Fook reveals massive China expansion plan

    Chow Tai Fook opened 233 stores in Mainland China in the first half – and is planning another 400 next financial year. The Hong Kong-listed jeweller is targeting shopping malls for its new stores, and second-tier cities. The latest additions took the company’s global network to 2822, with 2682 of those located on the mainland. By the end of the 2020 financial year, the company will have more than 3000 stores on the mainland alone.

    In Hong Kong and Macau, the network remained stable during the first half, the company closing one store in Hong Kong’s tourist district and opening another in a residential neighbourhood targeting locals.

    The jeweller has reported robust growth of 20 per cent year-on-year backed by the buoyant consumer demand. Same-store sales in Hong Kong and Macau soared 24.4 per cent in what the company described as “stellar” growth, driven by gold products, gem-set jewellery and platinum/karat gold products.

    On the mainland, same-store sales were up 4.9 per cent. Core operating profit rose 24.7 per cent to HK$2.989 billion.

    However the company has warned of a slowdown in sales growth in the second half of the year “as the escalating comparison base, rising US-China trade tensions and foreign exchange fluctuations could cloud the performance”.

    Meanwhile, the company says its new jewellery retail brand Monologue, targeting younger customers, is going well and the T Mark diamond brand achieved a 134 per cent increase in sales in Mainland China and 156 per cent increase in Hong Kong and Macau.

    Lees ook:

    Lees ook:

    Lees ook:

  • Innisfree lands in the Philippines

    Innisfree lands in the Philippines

    Innisfree Corp., budget cosmetics manufacturer under South Korea’s beauty powerhouse Amorepacific Group opened its first store in the Philippines with hopes to expand its presence in the bourgeoning Southeast Asian market. According to the company, the 148-square-meter store opened at SM Mall of Asia, the largest shopping mall in Manila.

    The naturalism-oriented brand plans to introduce skin-care products made of natural ingredients from Jeju Island such as green tea and volcanic pine mushroom and their effectiveness to consumers in the Philippines to satisfy beauty demand and experience.

    The Philippines is considered a potential market due to the high ratio of young people in their 20s and 30s interested in hallyu, or Korean wave, and Korean beauty.

    An unnamed official from Innisfree said that the company will introduce not only its flagship beauty items but also pore- and oil-treatment mask and powder products tailored for humid and hot climate. The official added that the company will also pursue its environmentally-friendly green life campaign in the Southeast Asian country.

    Innisfree, meanwhile, manages 655 outlets overseas including the latest store in the Philippines.

    The skin-care brand, which opened its first overseas store in China in 2012, has outlets in Hong Kong, Taiwan, Singapore, India, Thailand, the United States, and Japan.

    Innisfree also plans to open stores at three major shopping malls in Metropolitan Manila next year and launch online channel

    Lees ook:

  • Tommy Hilfiger opens first Indian store

    Tommy Hilfiger opens first Indian store

    Last week, Tommy Hilfiger has opened its first exclusive Tommy Hilfiger store in Patna, India. Actress Radhika Apte made the launch of the event wearing the brand’s clothes. “I’m excited to be in Patna to celebrate the opening of the first exclusive TOMMY HILFIGER store in the city,” she said.

    During the event, key influencers such as Ira Dubey, Carol Gracias, Neelaksh Apte, Kanishtha Dhankar and Arya Bhat, and VIPs browsed and shopped the Fall 2018 collections that celebrate American Icons while putting a modern twist on timeless classics to meet the needs of the now.

    Spanning over 125 square meters, the store’s design reflects Tommy Hilfiger’s new global retail concept, which fuses the brand’s American heritage with clean and bright aesthetic.

    The interior takes cue from the nautical lifestyle – one of Tommy Hilfiger’s longstanding sources of inspiration.

    Technology being at the center of retail today, a high-resolution digital screen
    showcases the brand’s latest global campaigns for an immersive brand experience.

    Lees ook:

  • El Corte Ingles inked global distribution deal with Alibaba

    El Corte Ingles inked global distribution deal with Alibaba

    Spanish department store operator El Corte Ingles is to open a flagship store on Alibaba’s Tmall as part of a broad collaborative approach to reaching Chinese consumers. In a wide-ranging agreement, El Corte Ingles and Alibaba will enable a raft of Spanish and international brands commonly sold in El Corte Ingles department stores, to be sold worldwide via both AliExpress and Tmall.

    AliExpress will consider opening a number of physical stores at El Corte Ingles shopping centres in Spain to create a unique and engaging shopping experience while promoting some of its latest products available to Spanish shoppers. This follows a trial pop-up store in the El Corte Ingles Sanchinarro shopping centre in Madrid earlier this month during Alibaba’s 11.11 Global Shopping Festival.

    El Corte Ingles and Alibaba say they will also explore closer cooperation in delivery and supply-chain infrastructure and channels, allowing Alibaba to benefit from the Spanish company’s logistics knowledge and capabilities in the country, and explore the use of its distribution centres as collection points for online purchases made through AliExpress.

    Smart payments

    El Corte Ingles signed an agreement with Alibaba’s Alipay in March to bring seamless payment experience to Chinese tourists visiting Spain. This may now be expanded, as El Corte Ingles and Alibaba will work on creating new shopping experiences for Chinese visitors.

    El Corte Ingles CEO Victor del Pozo said the agreement will allow the two companies to combine both the physical and online worlds to offer the best shopping experience to its customers.

    “Together, we are writing the future and placing ourselves at the forefront of trade and technology. El Corte Ingles owns department stores in the best locations of the main cities of Spain and Portugal, and is granted with the confidence and trust of national and international customers. All of this, joined to Alibaba’s technology, will allow us to offer a proposal of unbeatable value.”

    Alibaba Group MD for Italy, Spain, Portugal and Greece, and BDM for Tmall in Europe, Rodrigo Cipriani Foresio, said digital transformation and innovation in all fields are fundamental drivers of Alibaba’s mission of making it easy to do business anywhere, with the ultimate goal of better serving consumers and stakeholders worldwide.

    “Hence, we are confident that the expertise and skills brought by both companies will generate incredible value and opportunities as the cooperation takes shape.”

    El Corte Ingles, which opened in 1940, is Europe’s largest chain of department stores.

    Lees ook:

    Lees ook:

  • Marks & Spencer concept store opens in VivoCity Singapore

    Marks & Spencer concept store opens in VivoCity Singapore

    Marks & Spencer Singapore has opened a full-scale concept store in VivoCity bringing a vast array of its own-brand fresh foods and beverages to the city, some for the first time. The 15,500sqft store offers a broader range of fashion, a new food hall and fresh zone similar to the style of larger Marks & Spencer Hong Kong stores, a broader range of wines and the chain’s third coffee-to-go cafe in the city.

    The foodhall features nearly 3000 products selected from the UK department store’s range building on what the retailer describes as a growing demand in Singapore for M&S’s convenience food.

    Marks & Spencer Singapore has added a range of chilled foods and beverages, including perishables. The new store sells fruits, vegetables, yogurts, a selection of cheeses, fresh milk and ready-made salads and meals. Some products are new-to-market for the brand, including raw meat and pre-packed sandwiches, all air freighted from the UK daily.

     

    The coffee-to-go cafe offers speciality coffee and beverages along with patisserie foods including cakes and fresh pastry. An in-store bakery produces a selection of breads, scones and cookies daily.

    Fashion has not been left out in the VivoCity store’s revamp. Each fashion label is now clearly segmented, with distinct identities that allow customers to see which label best meets their personal style preferences. The brands are identified by different branding, visual merchandising and props. The VivoCity store will also be the sixth Marks & Spencer Singapore outlet to stock a kidswear range.

    “Customers are at the heart of everything we do at Marks & Spencer and we’re delighted to be bringing our exciting new shopping experience to customers in Singapore,” said Christine Choi, CEO at Marks & Spencer Asia.

    “Combining the best of our latest collections, together with our inspiring store environment and exceptional customer service, our store at VivoCity is truly special.”

    Lees ook:

  • Huawei India revealed massive expansion plan by 2020

    Huawei India revealed massive expansion plan by 2020

    Huawei India plans to open 1000 experience stores across the country by 2020. The first 100 such stores are already in planning or construction in partnership with the brand’s retail partners, offering consumers the chance to try out its flagship handsets. They will also display Huawei’s growing range of smart devices including laptops, speakers and watches.

    “We are initiating the offline expansion with our new flagship device… we are aggressive globally with our offline strategy and we are replicating the same in India,” said Wally Yang, senior marketing director at Huawei Consumer Business Group.

    He said Huawei was experiencing strong growth in the premium smartphone market globally and believes India will give similar results.

    “Our positioning is different, and so is the target audience. We are targeting consumers that are looking for high-end tech,” he said.

    Huawei is investing US$100 million in tackling the Indian market. Its low-cost brand Honor is already selling there both offline and online and the two brands already account for 3 per cent of Indian smartphone sales. From next year it is targeting market share growth of between 5 per cent and 10 per cent, said Yang.

    “India is important for the company’s global product strategy.”

    Lees ook:

    Lees ook:

    Lees ook:

    Lees ook:

  • Ashley furniture now available in Thailand

    Ashley furniture now available in Thailand

    US furniture retailer Ashley has launched in Thailand, partnering with local home furnishing and decor chain Chic Republic. The move is expected to help the brand capitalise on growing market demand and consumer purchasing power in the territory. Ashley president and CEO Todd Wanek said Thailand is a critical and potentially huge market for Ashley, due to its fast-growing middle-class affluence and population of 70 million.

    “There is huge demand for American contemporary and transitional looks in Thailand. This is why Ashley took the time to find the right partner, test the market thoroughly and made this decision after more than three years of finding the right fit.”

    Chic Republic’s strategy for expansion aims to target mid- to high-income consumers.

    It aims to sell Ashley’s products online via www.chicrepublicthai.com, and at four retail stores in Bang Na, Pradit Manutham, Ratchaphruek and Pattaya.

    Chic Republic CEO Kijja Pattamasattayasonthi said the outlook for furniture and home decor sales for the remainder of this year and into next is positive, due to demand from middle- to high-income customers, whose spending confidence has increased, as well as support from the increasing numbers of low-rise and high-rise high-end property projects.”

    Ashley has operated globally for more than 70 years, and has worked in the Asia-Pacific region for five years. It has more than 850 branches in 150 countries and brought in global sales of more than US$6 billion last year, accounting for 5 per cent of the brand’s total sales.

  • Alcis Sports opens its two new stores in India

    Alcis Sports opens its two new stores in India

    Alcis Sports, a cutting-edge Indian performance wear brand, unveiled two new stores in Bagru in Rajasthan and Kurukshetra in Haryana. With these two new additions, Alcis Sport has now 11 exclusive brand outlets (EBOs) in India, and aims to have 15 by the year-end and 30-40 stores by 2019.

    Bagru and Kurukshetra get firsthand experience of a premium performance wear at an affordable price. Alcis Sports is a homegrown affordable Indian sportswear brand which is at par with international brands in terms of quality and also in sync with Indian sensibilities.

    The stores house Alcis Sports’ range spanning not only athleisure range but specific clothing for running, training, yoga, football, cricket and racquet sports. Alcis Sports is a home-grown, premium cutting-edge performance wear apparel brand, formed to tap into the emerging sportswear segment in the country.

    Roshan Baid, Managing Director, Alcis Sports said, “We are elated at the response of customers in both the outlets especially in Bagru. Touching Rs 1 lakh in sales in just two days in a new locality without much advertisement shows the awareness, acceptance and trust about the brand. We are committed to our customers in terms of international quality and affordable price without any compromise in our products.”

    Alcis is present at large format stores such as Shoppers Stop, Lifestyle, Globus, Central, Sports Station, Walmart, RS Brothers, Sarvanas, Pothys, JC Brothers and M&M and online retail channels such as Myntra, Jabong, Amazon, Flipkart, TataCliq, Ajio, etc. Besides, being present in over 700 multi-brand stores across the country, Alcis Sports is aggressively looking to open exclusive stores through franchise across the country. Alcis plans to open up about 15 exclusive brand stores, covering all the major cities of India, within this year.

    Alcis Sports has tie-ups with leading sports entities such as the hugely popular Pro Kabaddi League (Haryana Steelers and all match referees), among others. The company has secured an investment from Singapore based Venture Capital firm RB Investments, which has a strong portfolio of startups in India, including The Beer Cafe, Swiggy, Bluestone.com, Fab hotels, Faasos and PropTiger to name a few. Alcis Sports has also appointed celebrated Indian cricketer Shikhar Dhawan as the brand ambassador.

    Alcis Sports is a performance wear brand launched by the promoters of Paragon Apparels Pvt. Ltd., the largest manufacturer and exporter of sportswear in India. Alcis prides itself for being the first Indian brand to have the capability and production ability to manufacture technologically advanced sportswear at affordable price-points to enhance the performance of the wearer.

    Produced in India with the latest technologies such as Dry-Tech (moisture management), Anti-Odour, Anti-Static, Anti-UV and Light X, the products are specifically designed keeping Indian lifestyles and weather conditions in mind. The product range consists of clothes to wear while running, training, yoga, football, racquet sports and other athletic and leisure activities.

    Today, Alcis products which have international quality but Indian prices, are available in over 700 outlets across the country including all leading large format stores such as Lifestyle, Shopper Stop, Central, Globus, Sports Station, etc and online retail websites and 11 exclusive brand stores at New Delhi, Mumbai, Kochi, Jaipur, Guwahati, Bangalore, Goa, Bagru and Kurukshetra.

    Lees ook:

  • Second Hotel Chocolat opens door

    Second Hotel Chocolat opens door

    Hotel Chocolat has opened its second store in Asia Pacific. The British-based luxury chocolate retailer has opened an outlet in Tokyo to follow up its first store in the region, in Hong Kong. The new store is in the giant Aeon Lake Town shopping mall on the outskirts of Tokyo. More are planned for Japan, where there is established demand for luxury confectionery.

    “The reaction to Hotel Chocolat in Japan on our first day of trading last week was hugely encouraging,” said co-founder and CEO of Hotel Chocolat, Angus Thirlwell.

    “Customer engagement, media attention, and sales performance were all well ahead of expectations.
    “Our portfolio of products landed with aplomb. Hot Chocolat drinks, our 8g sculpted chocolate batons, and our Selector range were all in high demand. We look forward to unfolding the brand further here.”

    Lees ook:

    Lees ook:

  • Taiwan’s boutique Invincible coming to Shanghai

    Taiwan’s boutique Invincible coming to Shanghai

    Taiwanese streetwear boutique Invincible has opened a new store in Shanghai. The opening was marked by a brand collaboration with Japanese label Wacko Maria in the form of a capsule collection, which is on display within an in-store pop-up installation.

    The pop up’s striking-pink print wall and industrial rack set off the store’s otherwise understated design with untreated wood displays.

    The store is located at Soho Fuxing Plaza on Madang Road.

    Lees ook:

    Lees ook:

  • Chai Point to open 20 more outlets by FY 2019

    Chai Point to open 20 more outlets by FY 2019

    Tea, which conquers 70 percent of the non-alcoholic beverage market in India, is unofficially the national beverage of the country. Tea lovers never shy away from enjoying a hot cuppa, be it any season or any time of the day. Even the social and emotional lives of Indians are linked with tea. In an effort to brew never-ending excitement around tea, Amuleek Singh Bijral took a plunge into the tea business around eight years ago and since then there has been no looking back.

    Talking about the retail mapping of the brand, Bijral says, “We are into an Omnichannel business and have close to 106 stores. Apart from this, we also have about 2,000 plus milk-based dispensers – boxC – installed at corporate houses and our own line of packaged
    products.”

    “Going forward, we want to build a globally relevant tea platform and we are doing this with the help of our cloud-based platform – SHARK, which allows us to manage all our channels in a comprehensive fashion, connects to a common supply chain and allows us to serve customers their various demands and ensures to offer similar customer experience across all the channels,” he states.

    Initial Challenges

    According to Bijral, the initial challenges were to find the prime real estate locations as builders and landlords were not convinced about why such a concept would succeed when tea is available in every nook and corner of the city.

    “However, this notion has now changed over a period of time and the credit goes to customers who have become hygiene conscious and no longer enjoy having their tea on the roadside.”

    Marketing Strategy

    The beverage-centric brand, which gets 25-30 percent contribution towards its revenue from food, has never felt the need to do aggressive ATL spends as stores are their core brand platform.

    According to Bijral, all the brand’s spends are BTL-centric and that is the strategy Chai Point will continue to evolve and adopt.

    “Apart from this, we are very aggressive on digital awareness as our audience is digitally-savvy. We are centred around white-collared corporates and that is an area where our spends can be categorised as ATL and are likely to get more sophisticated and aggressive over time,” he explains.

    Technology Rules

    Bijral, who hails from a technology background, believes technology is an important part of the business. The tea lover has amalgamated technology with tea to provide a frictionless experience to customers.

    Explaining this further, Bijral states, “When customers enter the store, they do not want to stand in the queue, they do not want to punch in numbers to give their loyalty code, they do not want to carry loyalty cards in their wallet, but they want to be served at the earliest possible, so how will the brand solve all these problems? The answer to this problem is facial recognition.”

    “We have successfully piloted facial recognition across five stores and now we are at a stage where we are confident enough of rolling it out across other stores,”says Bijral.

    Even the loyalty program of the brand – PrioriTea – bets big on technology by combining facial recognition with Artificial Intelligence to offer enhanced experience to customers.

    Future Plans

    Singh explains, “ There is an immense opportunity in the tea business. Iced Tea which is a huge market abroad has not even opened up in India.”

    The brand is planning to open 20 more outlets in the next three to four months. As of now, all the outlets are company-owned and company-operated and going further, Chai Point will continue with the same operating model.

    “The brand is still at a relatively nascent stage and we believe that we need to have our own store to cement the system, processes and more importantly aggressively redefine and improve customer experience,” asserts Bijral.

    “Stores remain core to our brand. Delivery and boxC are faster-growing segments, which support the store format,” he adds.

    At present, stores and delivery from stores contribute 56 percent to the total revenue, 4 percent comes from packaged food business and the remaining 40 percent from BoxC business.

    “We have been operating profitable for last six years. We are aiming to be EBITDA level 100 percent profitable by this fiscal-end, covering all the expenses that we have taken towards our Omnichannel growth,” reveals Bijral.

    On a run rate basis, the brand is targeting Rs 200 crore by the end of fiscal.

  • Lush opens Tokyo tech-concept store

    Lush opens Tokyo tech-concept store

    After opening two concept stores in Milan and Berlin earlier in the year, British cosmetics retailer Lush has opened a third global concept store in Tokyo. While the Italian and German locations opened with a focus on packaging-free cosmetics, the Japanese retail outlet, which kicked off trade on November 22, will specialise in selling Lush’s bath bombs.

    Located in Harajuku, the tech-focused store will promote Lush’s best-selling bath bombs, as well as those new editions, and those known to be seasonal.

    Across two floors, Lush will also add limited-edition bath bombs sold exclusively in the new shop.

    Inspired by Japanese culture, the bath products reflect the style of the district’s Harajuku fashionistas “with their vivid colours and imaginative outfits to mythical creatures such as nine-tailed foxes,” according to a press release from Lush.

    Under the umbrella of Lush Labs, the new Tokyo store will serve as a retail experiment for future Lush stores, by incorporating online and offline retail experiences in the same setting.

    In doing so, consumers will enter a store void of signing and pricing, and even sinks typically used to demonstrate the product.

    Instead, shoppers will be encourage to shop online via the Lush Labs app, and view demonstrations and products digitally, as well as gaining ingredient detail, simply by scanning the naked bath bombs directly from their phone. In this vein, packaging is done away with too.

    “With Lush’s long term commitment to removing packaging from cosmetics, the Lush Lens feature uses the phone’s camera and Artificial Intelligence to support the customer in shopping packaging-free with ease and ensures they get all the important product information they require in a fun and environmentally-conscious way,” said Lush in a statement.

    Lush is increasingly experimenting its online retail in the offline world and will use “community feedback” from the Harajuku store as a source of research and ultimately reason to open more across the globe.

    “Customers are being invited into the R&D process once again, only this time to feedback on the retail experience as a whole, rather than just the product,” concluded Lush.

    “Each comment, reaction and critique sent back will help shape the future of the shop and each area of innovation launching within it.”

     

     

  • Cover Story to launch accessories line soon

    Cover Story to launch accessories line soon

    Kishore Biyani-led Future Retail launched fast fashion brand Cover Story almost two-and-half years back with an aim to take international brands like Zara and H&M head on. The company then proceeded to set up a design house based out of London to develop cutting edge fast fashion. This design house was dubbed Future Style Lab, a wholly-owned subsidiary of Future Group, which developed and procured styles for Cover Story. And since then there has been no looking back.

    According to Manjula Tiwari, CEO, Future Style Lab, a fantastic growth has been seen for the brand, in terms of its popularity with customers and retailers alike. “Being just a 2.5 year old brand, Cover Story has established itself as a formidable competitor in the fast fashion space to international players. The brand is among one of the very few Indian brands to be present on ground floor locations across the leading malls in India, a great indication of the journey so far.”

    “We place customers in the centre of all that we do. Our product is a blend of latest trends and suitability in the Indian context and that has struck the right chord with our customers,” she adds.

    Target Audience

    The target audience of the fast-fashion brand is the 23 to 40 year old, financially independent woman with a rising disposable income which she loves to splurge on frequent shopping trips.

    “She thrives on social media, is a traveller in spirit and embraces new experiences. She frequently seeks to refresh her wardrobe. Feminine and eclectic, she switches effortlessly between Indian and western wear. Dressing up for her is a form of self-expression. She is modern but rooted,” says Tiwari.

    Store Design

    All Cover Story outlets are designed to recreate the intimate boutique and provide a comfortable shopping experience. The layout is layers of transparency with opacity, which encourages a sense of discovery while shopping.

    “A warm and neutral palette has been chosen for the store as well as all the equipment in it. Colours such as Rose Gold have been opted for, to give the place a feminine touch, to help women identify with the store,” states Tiwari.

    The display panels in the store are designed to look like magazine editorials. Exclusive fashion clusters display merchandise as if they were stories, luring women into reading them.

    Visual merchandising is done by and premium in-store windows are designed by London stylists on the lines of international luxury brands. The cash counter mimics a woman’s vanity bag, while changing rooms have seating for the comfort of waiting friends and family.

    “Customers can browse tablets with fashion content and styling tips. Cover Story’s in-store ‘selfie booths’ are bound to create brand excitement. Consumers can browse through stores and merchandise, share their personal information, and then have their shopping home delivered,” asserts Tiwari.

    Shoppers can even make a request for sizes not currently available at the store. A personal shopper then locates the size from other outlets and delivers it to consumer.

    Product Category

    The brand offers around 450 SKUs per season under the categories like dresses, tops, tees, trousers, skirts, shorts, jackets and sweaters.

    “We also do footwear and bags and are planning to launch a jewellery and accessories line,” reveals Tiwari.

    “Dresses and tops are our fastest moving categories because we provide a wide variety in both categories for all occasions. Also these categories are generally the most sought after categories by women in general,” she adds.

    Marketing Strategy

    The marketing strategy of the brand is a healthy mix of generating brand awareness and driving traffic to the stores to convert to sales.

    According to Tiwari, “We ensure our campaign imagery is of high quality and for that we shoot internationally to bring forth the true image of the brand, being designed in London. Locally, we rely on heavy mall activations and branding to steer the customer to our stores. We also turn to Instagram as a great tool to highlight our fashion authority in the market along with a lot of support from celebs and influencers.”

    “We believe the future of consumer engagement is to get personal – create a connect with the consumer through great experiences. We intend to bring our customers a connect to our London designers with regular events and interaction, and to create constant content around international fashion and style to establish Cover Story as a go to fashion authority for the Indian consumer,” she adds.

    Future Plans

    The brand, which has 23 EBOs, 61 SIS across the country and presence on 5 online channels, will cross 100 doors by the end of this year.

    “We have been more than doubling the turnover every year and same store sales growth has been in the health double digits. Currently online contributes 5 percent to the overall revenue and we see it growing significantly in the times to come,” concludes Tiwari.

    Lees ook:

    Lees ook: