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

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