Financial Daily from THE HINDU group of publications
Monday, May 17, 2004
Financial Daily from THE HINDU group of publications Monday, May 17, 2004 |
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Variety
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Fashion Be: Transformed by latest fashion trends Our Bureau
A Be outlet in Hyderabad. — A. Roy Chowdhury
Hyderabad , May 16 THE day perhaps is not far off when you could find a fashion expert sitting in designer wear outlets to give you a tip or two on what kind of hairdo you should have and what kind of dresses you should wear, based on your persona. "It is quite common in the West," says Ms Sujata Assomull, a leading fashion consultant. "It's a sunrise industry in India. It will be a common phenomenon in stalls like these," she says. Ms Sujatha, a consultant for Be:, is in the city to organise `Be: Transformed'. Be: Transformed is a concept introduced by Be:, a chain of designer wear showrooms from the Rs 1,400-crore Raymond stable. The company launched the `Be: Transformed' initiative in Mumbai and Delhi a couple of months ago, terms the response for the concept very good. "We are going to take this to all over 10 stores in nine cities," the executive says. Be: has prepared a detailed questionnaire to assess the personality of its clients. "We ask questions to know what kind of a person you are - whether you are sporty, creative, graceful, sensational, classical or alluring," the official points out. "Be:'s image expert will talk to you and listen to you about your face, your hair and your body type," she says. Basing on the results, the expert gives you a prescription, suggesting you the right kind of wear you should have in tune with the latest fashion trends. "It is not just a makeover of your looks. We study the `style quotient' of people," a Be: executive told Business Line. Good news for men is that they also can get tips from the team led by Ms Sujata. Ms Ekkta Rajani, Assistant Manager (Marketing), says the company is going to open four more Be: stores in the next two months. "One each will come up in New Delhi and Bangalore (to take the total to two in each centre) and two more in Mumbai."
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