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.
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.”