I am In!
Future group launches its newest fashion concept store at 1 Mg mall in Bangalore targeting the young, the fashionable and the stylish; within an equally youthful environment.
The groups’ latest venture ‘I am in’ aims to create a fun space for young confident and self driven customers with location being the venue and products the tools for expression. “The brand aims to connect through its products & service with the ‘ today’s youth –some one who is sync with the trends and happenings, confident about his individuality & possesses a strong sense of self belief and styling. He or she doesn’t mind adding on a bit of quirk in his/her look, that extra bit of personal touch. Today’s fashion conscious youth know well to mix interesting street fashion with the branded products. This aspect of fashion amalgamation is not just in clothes but also electronics, accessories, and even food. The core to this behavior, I believe is the increasing self belief of ones own choices , which doesn’t only needs scaffold of ‘ brand’ name for ones expression and is comfortable with the fluid dynamism. This curating does create a particular style which could be quirky, fun and very individual.’ I am in’ works on this factor’. The concept encourages that extra personal touch and a sense of ‘my style’ theory,” shares Vishal Kapoor Group Strategic Design and Concept Business Head. Targeting the young urban mindset, the store offers casual & active portfolio of its brands like Lee Cooper, Scullers, Jealous 21 , UMM, Rig , Converse etc. “The brands housed within are purely reference points and the overall design encourages a sense of non linearity and fluidity in selecting and creating ones own ensemble. As we evolve we look at building the concept more as a location for youth connect and conversation creator where interactions are deeply interwoven between products & services and buying of product is an endorsement to be a part of the style clan” further avers Vishal. Spanning over a space of 12000 sq.ft. the in store experience is a complete amalgamation of product ,service and environment creating a unique brand language. The aspects of retail environment integrate elements of sight, sound and smell as conceptualized by the in house design team. “It’s been a highly organic and iterative design process while holding on to the core of what the brand stands for during the entire concept creation journey. Frequent debates & interactions with the stakeholders,