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Reliance Brands is banking on personalised service such as ‘outside-shop' purchases and customised services to push sales of its high-end branded apparel. The company, a fully-owned subsidiary of Reliance Industries, is into high-end retailing and has exclusive sales and distribution licences for six international apparel and footwear brands.
Currently, Reliance Brands offers personalised services on two premium brands that include casualwear maker Diesel and apparel maker Zegna. Nearly 10 per cent of the total sales value in Zegna and Diesel stores are through outside-shop sales (home delivery of apparel without the customer visiting the store), company sources said.
Mr Darshan Mehta, President and CEO, while confirming the information, said: “We are adding value to the brand through the concept of personalised services.” He added that over the next few years, the company was expecting nearly 20 per cent of its revenue through outside-shop sales.
VIP ROOM FACILITY
While outside-the-shop selling remains an option, the company currently has a VIP room facility in its Diesel store in Juhu, Mumbai. The room is booked exclusively for the customer, who will not have to go around the shop. The apparel and the latest designs will be brought to the customer by company-appointed personal managers.
“VIP room facilities and home delivery of apparel is available at no extra charge,” Mr Mehta said. International brand Louis Vuitton's New Bond Street outlet is known to offer such lounge services for its high-end customers.
MADE TO ORDER
Another of the company's strategies has been the introduction of made-to-fit tailoring. Particularly available in Zegna stores, the concept involves having designer suits tailored to the customer's measurements by Italian designers. “This is a premium service available at an extra cost. Made-to-order suits are priced at least 15 per cent higher than a normal Zegna suit,” Mr Mehta said.
Reliance Brands has associations with Diesel, Timberland, Zegna, Paul & Shark, Quiksilver and Steve Madden. The company operates through exclusive stores for each brand. It has 20 exclusive stores, of which Paul and Shark and Zegna have four stores each, while Diesel has seven such outlets. Reliance Brands has five Timberland stores and is yet to launch the Quiksilver and Steve Madden brands in India.
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