Milano Wardrobe Melange
Providing a complete wardrobe solution for men, cutting across Classic Formals, Sport and Smart Casuals, the Italian brand Boggi Milano extended its latest retail footprint in [name of the city where it opened]. Anand Nair, Brand Head – DLF Brands Limited shares the brand vision and strategy for the Indian market and Kanika Anand, Visual Merchandiser – DLF Brands explains the details of the concept design.
Following international trends and inline season launches is at the core of Boggi Milano’s brand strategy for its retail and merchandise planning. However in India, the brand listens to its customers very closely”, says Anand. Learning and verdicts through sell-outs are captured and forms the foundation into future planning and buying. At present the brand has …. number of stores, the first being at Saket DLF Place in Delhi. The stores range from 1500 square feet – 2000 square feet at a single level primarily located at premium malls and key high streets. The stores are minimalistic and clean in design and in line with the global retail identity. Anand explains, “Straight lines and rectangular shape form the architectural design strategy of the facade, dividing the structure into two windows each for product displays and dressed up mannequins depicting the brand’s offering of a complete wardrobe solution for men”. The blue signage signifies the brands corporate colour. Made in glass it highlights the brand name in different languages. “It crowns two front windows which combine graceful and striking product displays and finely and stylishly dressed up mannequins appealing to a wide audience of well travelled and fashion conscious patrons”, explains Kanika. As an annex to the main signage, a vertical signage displays various country names underpinning the brands international presence. An LCD screen is also integrated into the façade that showcases the seasons latest collections.
The store front features the brand with a combination of products, graphics and lifestyle imagery