Cor­neliani taps Ban­ga­lore with fourth store


Cor­neliani, the Ital­ian lux­ury cloth­ing brand has launched a new store in UB City- Ban­ga­lore. The brand, known for its suits and coats aimed at the savvy new In­dian pro­fes­sional, has a strong pres­ence in the In­dian mar­ket. The new fourth store fur­ther re­it­er­ates its po­si­tion­ing and rep­re­sents their Ital­ian ori­gin. The store is spread across 1800 sq. ft and has been de­signed with an al­to­gether new con­cept to high­light the brand’s phi­los­o­phy. “This is our first store in Ban­ga­lore. It is a to­tally new con­cept which Cor­neliani has in­tro­duced in Italy. We have gone with the con­cept which re­ally en­hances the prod­uct im­age and has pushed us to go for some­thing dif­fer­ent. We keep on up­grad­ing the en­tire look of the stores to main­tain the phi­los­o­phy of the brand, there­fore lot of new el­e­ments have been in­tro­duced,” shares Salesh Grover, Busi­ness Head, OSL Lux­ury Col­lec­tions. The brand tar­gets the up­mar­ket seg­ment and the store’s vis­ual mer­chan­dis­ing re­flects the same. Wooden col­umns hold the mer­chan­dise through­out the store and fo­cused light­ing en­hances the ap­peal. The brand has also used dif­fer­ent props to en­hance and com­ple­ment the brand and high­light the prod­ucts. In ad­di­tion, each wooden col­umn has been given a dif­fer­ent story to com­mu­ni­cate. The brand, which does not have a spe­cific VM team or agency to de­sign the store, goes by the guide-book from Italy which trans­lates the de­sign­ing cul­ture to suit each re­gion and store. “The sup­port team from the com­pany vis­its us once a year to give us the ba­sic guide­lines about vis­ual mer­chan­dis­ing. We also keep re­ceiv­ing up­dated guide­lines from the brand’s head­quar­ters in Italy. The guide book con­tains the whole story and ex­plains var­i­ous el­e­ments like the use of var­i­ous col­ors and colour fore­cast, ac­cord­ing to dif­fer­ent sea­sons,” ex­plains Salesh. The brand al­ready has one store in Delhi and two in Mum­bai. With Ban­ga­lore prov­ing to be the next big mar­ket, the brand de­cided to have its fourth store there and de­sired to be ac­ces­si­ble where all the lux­ury brands are avail­able. UB City emerged as the per­fect choice in terms of lo­ca­tion be­ing a hub for lux­ury brands. The store’s mer­chan­dise se­lec­tion has also been cus­tom­ized as per the spe­cific cli­matic and other mar­ket con­di­tions. Ac­cord­ing to Salesh, the store has al­ready cre­ated good im­pact, “Peo­ple who are fa­mil­iar with the brand def­i­nitely step in for the cloth­ing as they are al­ready aware about the qual­ity, the spe­cific cut etc. The oth­ers get at­tracted by the look of the store, so we can say that the new con­cept stores are do­ing pretty fine.”

The brand’s next desti­na­tion is Chen­nai

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