Brows­ing thru’ Bag­git

Bag­git, the fash­ion ac­ces­sories brand, un­veiled its new re­tail iden­tity in its stand­alone store at Ko­ra­man­gala in Ban­ga­lore with the ob­jec­tive of en­hanc­ing the shop­ping ex­pe­ri­ence us­ing a ‘li­brary con­cept’ and cus­tomer friendly tech­nol­ogy.

VM&RD - - INDIAN DESIGN - Sus­mita Das

Bag­git, a lead­ing In­dian fash­ion ac­ces­sories brand cre­ated by Nina Lekhi, has launched an ex­clu­sive store at Ko­ra­man­gala in Ban­ga­lore with its new re­tail iden­tity. The new im­age was de­vel­oped with the ob­jec­tive of up­grad­ing the brand po­si­tion­ing and ex­pe­ri­ence at its stores. “We in­tended to cre­ate this new store de­sign con­cept to pro­vide an in­ter­na­tional stan­dard re­tail ex­pe­ri­ence with a feel of a pre­mium store to the cus­tomers. We also wanted to im­pro­vise the vis­i­bil­ity of the prod­ucts and high­light dif­fer­ent range of prod­uct lines Bag­git of­fers, which in­cludes I Pad cov­ers and men’s ac­ces­sories,” says Vicky Ahuja, Head – Sales, Bag­git. FRDC, the Ban­ga­lore based de­sign con­sor­tium, de­signed and con­cep­tu­al­ized the store based on a li­brary con­cept. “The store size was a chal­lenge as com­pared to the colos­sal range of mer­chan­dise, so we looked into an ap­proach which was flex­i­ble and mod­u­lar. We wanted to pro­vide the cus­tomers enough space to take a look at the store but at the same time, we didn’t want them to view the store at one glance, hence we took up the li­brary con­cept seg­re­gat­ing the store into var­i­ous sec­tions,” ex­plains San­jay Agar­wal, Man­ag­ing Di­rec­tor at FRDC The store front has a back open win­dow with an in-lit podium and a prod­uct com­mu­ni­ca­tion panel sys­tem. An LCD is em­bed­ded on the store front to run brand ad­ver­tise­ment and pro­mo­tions. The clean lined store front uses con­tem­po­rary ma­te­ri­als and fin­ishes to present a young, fresh and fem­i­nine sig­na­ture look of the brand. The store has been zoned into six sec­tions in the ‘li­brary theme’. The zones are seg­mented based on the cat­e­gories of­fered in the store like and bags for women, clutch bags, cross body sling bags for young teenagers to lap­tops bags and other es­sen­tials for work­ing women and overnighters along with a wide range of wal­lets, belts, caps and util­ity pouches for cell phones, iPads, lunch car­ri­ers , Jewellery and cos­met­ics. The men’s depart­ment of­fers a wide range of bags for of­fice use, ca­sual bags, travel bags and wal­lets. “An in­spi­ra­tion wall con­sist­ing of a se­ries of back­lit cubby ele­ments, brings to­gether an ‘across col­lec­tion’ of ac­ces­sories, com­ple­men­tary

bags in a va­ri­ety of pro­files, and life­styles. This in­spi­ra­tion wall pro­vides a quick and creative way of un­der­stand­ing the range and pos­si­bil­i­ties to mix-and-match, ex­tend­ing the wear­a­bil­ity and us­abil­ity across the full con­sumer life­style from work-to-play,” ex­plains San­jay fur­ther. Floor-to-ceil­ing ad­justable dis­play fix­tures present a wide va­ri­ety of bag pro­file types, while other props such as belt frames, forms and hands are used to draw at­ten­tion to key fea­tures in the ac­ces­sories col­lec­tions. Ad­di­tion­ally, pull-out draw­ers units and ta­ble top units are cre­ated to high­light spe­cial ac­ces­sories across the store. Ac­cent ad­justable track mounted LED light­ing helps cre­ate a bou­tique light­ing strat­egy with lights aimed at high­light points across cat­e­gories. To demon­strate the brand’s com­mit­ment to cus­tomer ser­vice an iPad is placed next to the cash counter which al­lows cus­tomers to browse and or­der any mer­chan­dise from their on­line cat­a­logue, es­pe­cially those un­avail­able in the store.

Speak­ing about the brand’s ex­pan­sion plans, Vicky in­forms, “Af­ter the Ko­ra­man­gala store, we have al­ready rolled out three more stores in this con­cept and six are in the pipe­line. We are also plan­ning to add 15 stores ev­ery year.”

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