Ku­nal Me­hta, Be­ing Hu­man Cloth­ing

Be­ing Hu­man, the in­ter­na­tional ap­parel brand with in­ter­ests in char­ity, plans to ex­pand its re­tail pres­ence to 75 stores in two years' time. Ku­nal Me­hta, VP-Mar­ket­ing and Busi­ness De­vel­op­ment, Be­ing Hu­man Cloth­ing, shares with VM&RD, the brand's re­tail pl

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USP

When we started out, the USP of our brand was Sal­man Khan. His pop­u­lar­ity has now grown to be as­so­ci­ated with the prod­uct and the char­ity as­pect of our brand. People per­ceive our brand as an in­ter­na­tional brand since we be­gan in Europe and then moved to the Mid­dle East, fol­lowed by In­dia. Be­ing Hu­man is known as a trend set­ting brand. So the USP of the brand would be Sal­man Khan, char­ity and in­ter­na­tional ap­peal.

Store De­sign

Our store de­signs have an earthy feel, while re­tain­ing the soul of the char­ity as­pect which we are as­so­ci­ated with. We en­sure that the color of the store matches and com­ple­ments the mer­chan­dise, bring­ing out the earthy feel to our shop­pers. Our stores are de­signed keep­ing in mind the con­cept and the am­bi­ence that we want to project. Our ar­chi­tects are based out of Hong Kong who have de­signed all our stores to give an in­ter­na­tional and uni­form look and feel across all our re­tail out­lets.

Store Con­cept

Like I said, our store has all the el­e­ments of earth and color, el­e­ments like grass to en­hance the feel of our stores. As the brand is tar­geted at youth, the de­sign is ori­ented to­wards a youth-friendly theme.

Shop­per Re­sponse to De­signs

The lay­out of the store cre­ates an easy am­bi­ence for brows­ing for our shop­pers. The store de­sign which is young and vi­brant makes our shop­pers feel wel­come.

Shop­per Ex­pe­ri­ence

When cus­tomers walks into the store, the ex­pe­ri­ence we want to share with them is all about be­ing as­pi­ra­tional, while re­tain­ing the con­nect with what we do, which is char­ity. This is a brand that sup­ports the cause of health care and ed­u­ca­tion of chil­dren and all the com­mu­ni­ca­tion within the store com­mu­ni­cates the same. We want our shop­pers to feel at home while brows­ing through our collection and com­pletly at ease look­ing at our in­ter­na­tional prod­uct line.

Pro­file of tar­get shop­per

Our shop­per pro­file in­cludes those around 14-40 years of age, and the Sal­man Khan fans. We fo­cus more on the male shop­per, but re­cently we have started the women's range as well be­cause we have seen that women have started com­ing in and are pick­ing up prod­ucts in the small and ex­tra small size cat­e­gories. This in­sight prompted us to share sur­vey forms with women who used to ac­com­pany men. It gave us the in­sight into start­ing a women's range which is do­ing good. We have stores pan In­dia and we have shopin-shops in 200 sale point lo­ca­tions. To­tally we have 24 exlu­sive brand out­lets and 150 shop-in-shop lo­ca­tions.

In­vest­ment

Our shop-in-shop lo­ca­tions are about 150 sq ft in space, where we cre­ate our own fix­tures, which cost us around Rs 2 lakh. For our 1000 sq ft exclusive brand out­lets, the cost goes up to Rs 35 lakhs.

Fac­tors driv­ing new store launches

The lo­ca­tion has to be the best mall in the city. And again, in the mall the best lo­ca­tion is im­por­tant, which means that we would like to be on the ground floor. We gen­er­ally move to­wards the high-street malls. In terms of shop-in-shops, we fo­cus on lo­ca­tions as one of the big­gest cri­te­ria.

Ex­pan­sion Plans

We cur­rently have 25 exclusive brand out­lets and by the end of 2015 we will have around 40 exclusive brand out­lets. By 2016, we would have around 75 exclusive brand out­lets.

E-com­merce

Shop­pers who are com­ing to our stores are com­ing to ex­pe­ri­ence our prod­ucts, to touch and feel them and ex­pe­ri­ence the store am­bi­ence and friend­li­ness. So we don't see any com­pe­ti­tion from the e-com­merce front as the per­son who wants to come to the store will never go to an e com­merce site. We have joined hands with e-com­merce sites to tar­get the other set of shop­pers who are not com­ing for ex­pe­ri­ence, but for con­vience, and the re­sult has been en­cour­ag­ing

Ku­nal Me­hta VP-Mar­ket­ing and Busi­ness De­vel­op­ment

Be­ing Hu­man Cloth­ing

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