Mineral launches its sixth store in Mumbai
The postmodern women's wear brand, Mineral unveiled its sixth store in the city at the Oberoi Mall, Goregaon. The store environment has been glamorized using opulent materials and architecture and with this a challenge of a having a double level store with a basement was converted in to an advantage.
The 1000 sq.ft store sports a specially crafted ensemble, targeted towards the 24year + woman, which ranges from tops,
tunics, dresses to trousers and skirts. “The customer has begun to expect an evolution in the fashion aesthetic of Mineral, and this season has been challenging trying to meet or exceed what she expects. Our collection this season seamlessly blends different colors, fabrics, textures and influences into a single language. Raising the bar to what is available conventionally in the market is something we wish to be known for and we expect the response to be equally encouraging,” says
Priyadarshini Rao, Design Director. Featuring back open windows, the concept offers an uninterrupted view into the store. Striped down open ceilings, body forms instead of traditional mannequins, spacious trial rooms and innovative product presentation hanging options help maintain the differentiated look of the brand. Vintage elements like Rolliflex and Yashica Twin Lens cameras and old teak wardrobes regenerated as stocking fixtures is fused with modern lighting, paneled wooden flooring and a classic European store front to augment the store design. The store stocks the bridge fashion line generating a signature statement for the brand. While the exterior zone of the store is embraced with the hue of magenta, the brand has also motivated the customers on Facebook to make the final choice while fixing on the color theme. “We find customers getting increasingly involved with Mineral, and wanting to be a part of the process designing the experience. Almost 50% of our sales in the existing stores are coming from same customers," avers Jaydeep Shetty, Founder & CEO, Mineral