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Complaints over Kelvin’s behaviour first emerged late last year.

Online V/s Offline

M&S ‘SMART UNIFORM’

The Potential in Smaller Cities

An interesting initiative undertaken by Lifestyle which moves beyond being visual is that of bringing in ‘sound’. Arya reveals, “Since communication starts well before the consumer walks inside the store, we have enabled voice-based search on our app which has positively impacted the interaction between consumers and the brand, making the shopping experience more personalised and convenient.”

“Sportswear is a brand-driven category and footwear even more so, and footwear is what gives international brands the edge. Added to this is the fact that sports footwear has a largely undeveloped domestic manufacturing capability in terms of material, styling and technology. So the sourcing from manufacturing bases like China entails high MOQs and huge investments. Also, footwear having a low shelf life is a high-risk business. As such, global brands have an edge as it gives them the critical value and volume to sustain EBOs and premium retail space in megastores,” explains Sakshi Juneja.

Another American brand Skechers, which is relatively new in the Indian market, reported sales of Rs 440 crore in FY 2018-19, up from Rs 282 crore reported in FY2016-17.

The brothers eventually split in 1947 with Rudolf forming a new firm that he called Ruda – from Rudolf Dassler – later rebranded Puma, while Adolf, who preferred to be called Adi, named his business Adidas.

Summing up on the ever-changing dynamics of in-store communication, Srivastava shares, “More and more technologically advanced in-store communication mediums have developed. LED installations and virtual product tours are interesting and informative. International brands like H&M, Zara, Calvin Klein, etc., are using these effectively to give an experience to the customers. Indian brands have also deploying technologically advanced methods to attract people. The recently introduced virtual shopping wall, Scan N Shop, at the Delhi International Airport is a big leap towards virtual reality. The entire game has shifted to giving a memorable shopping experience. Use of tabs in assistive shopping and checkout seem convenient and effective as well. Brands have started using online catalogues attached to these devices to bridge the gap between online and physical stores. So, customers get ease of online while experiencing the world class retail environment.”

The economy and value fashion retailers have fundamental back-end and front-end differences.

“Once the selections are done with the help of our MTM (made to measure) specialists, 19 scientific measurements and over 40 body observations are noted to ace the perfect fit for the customer. Thereafter, all the specifications are sent to an automated manufacturing backend which works on the same. With a state-of-the-art finish from the factory, the garments are ready for collection at the store in about 7-10 days,” explains Tejinder Singh.

At Lifestyle, our communication mix comprises a 360-degree approach, ensuring meaningful touch-points for consumers as they experience our brand in-store. The testimony of effective communication is when a customer interacts with the product in-store. This is also known as ‘the moment of truth’.”

Retail Presence & Expansion Plans

Luxury brand Shazé, which started its journey in 2001, is on a mission to create world class designs that become the ultimate expressions of urbane life. Peculiarity, innovation has been at the core of the brand psyche since its inception.

The Indian Market

“Chic By Chaitalibiplab is a ready to wear label for working women with active lifestyles, between the ages of 20 and 40. The brand prides itself on providing great everyday designs which refl ect with intricate craftsmanship and Indian heritage, but are light on the pocket at the same time,” says Chaitali Giri.

Trending in the Market

Made for the aesthete, the connoisseur, the fashion literate and the bold; Shazé products have carved a niche in the luxury goods spectrum. By collaborating with talents from across the world, the brand amasses the most audacious and unconventional designs, thereby fabricating the very essence of its products. Each piece is carefully crafted to match the ever evolving needs of Shazé’s customers.

LimeRoad has opened the second store with a clear focus on design. The store uses modular fixtures that can accommodate change of collections and display of merchandises rapidly and effectively. The fixtures are made of wood and metal and the colour scheme has been kept muted and neutral. The scheme sets a perfect stage for all the colourful merchandise available at LimeRoad.

He further added, “We want to make our relationship with our customers more delightful. We are confident that the Fabfamily program will strengthen our connect and engagement with our customers across the country and provide real value.”

Sportswear continues to grow strongly due to the rise in healthy living and increased popularity amongst women who work out. The acceptance and introduction of casual wear at work contributed positively to sales. Influenced from the upcoming international sport events and professional leagues that are drawing crowds are further contributing growth. Athletes and celebrities are also drawn to this trend as they partner and start their own athleisure clothing lines. Riding on this growth, companies such as Adidas, Puma and Nike have continued to maintain their dominance in the Indian market, however, low barriers to entry has resulted in new players entering the market thus, further intensifying competition.The top sportswear companies such as Adidas, Puma and Nike are already present in this space

Through e-commerce platforms companies also provide fast and convenient functional experience to customers like easy payment option, grievance management, after sales service and competitive pricing. The Indian footwear market is segmented by end user-wise sales, and type-wise market segmentation in which casual footwear contributes chiefly to the total revenue.

M&S ‘SMART UNIFORM’

Similarly, the women’s wear brand, Be Indi by Taanz Fashions has plans to expand its presence in tier -II and -III towns and cities through Reliance stores.

fabindia believes that its strength has always been brick-and-mortar and as far as e-commerce is concerned, the brand has been laying stress to strengthen its position on its own website.