Business Daily from THE HINDU group of publications
Friday, Nov 16, 2007
ePaper | Mobile/PDA Version
Business Daily from THE HINDU group of publications Friday, Nov 16, 2007 ePaper | Mobile/PDA Version |
|
|
|
|
|
|
|
Marketing
-
Outlook Lee bets big on ‘concept’ stores Our Bureau Bangalore, Nov. 15 Denim brand Lee is betting big on ‘concept’ stores to create brand stickiness. (Concept stores essentially are built around a theme and convey a certain brand ethos, thereby, enhancing the shopping experience.) Lee recently opened a boutique store in Greater Kailash, Delhi – in an upmarket shopping area frequented by women. This store conveys an uppity attitude and “celebrates snobbery” – right from its diamond studded signage to store interiors with modern minimalist furniture, vanity mirrors, plasma screens and foot massagers. While the Lee store in Bangalore is all about the “vintage meets contemporary”, its Pune store addresses the youth primarily. Lee is all set to open up a ‘Buddy Lee’ café in its store in Ahmedabad (Buddy Lee is the brand’s advertising icon). The café is aimed at being yet another “point of connection with the youth.” “Concept stores give consumers a complete brand experience and convey the values and ‘lifestyle’ imagery of the brand,” says Mr Chakor Jain, Business Head, Lee. “While a multi-brand outlet stacks our merchandise like just another product, large concept stores try to bring about all the images of the brand. After all, the store is an extension of the brand,” says Mr Jain. Lee is looking to take the concept story forward by setting up more such stores in various cities. VF Arvind Brands will have 90 exclusive Lee outlets in place by December. More Stories on : Outlook | Retailing | Readymade Garments
Article E-Mail :: Comment :: Syndication :: Printer Friendly Page
|
Stories in this Section |
|
The Hindu Group: Home | About Us | Copyright | Archives | Contacts | Subscription Group Sites: The Hindu | The Hindu ePaper | Business Line | Business Line ePaper | Sportstar | Frontline | The Hindu eBooks | The Hindu Images | Home |
Copyright © 2007, The
Hindu Business Line. Republication or redissemination of the contents of
this screen are expressly prohibited without the written consent of
The Hindu Business Line
|