Designed by Fitch, The Arvind Store takes on a very clean and elegant look which is more European in terms of the feel.
Arvind Ltd, one of the largest integrated textiles and branded apparel players, recently opened their first flagship ‘The Arvind Store’ in East region at Kolkata. Located strategically at Camac Street, one of the busiest high-street of the city, and spread over an area of more than 3,000 sq ft, the store houses all the best fashion brands of Arvind Ltd. like Arrow, US Polo Association, Flying Machine under one roof. The wide façade having the red house colour of the logo and the bold signage grabs the attention of passersby in the busy street. Speaking on the launch P.S. Rajiv, CEO, The Arvind Store Division - Arvind Ltd. said “We are delighted to open our 1st flagship store in Kolkata. The store has been designed by global design house Fitch and the USP of the store is customisation and our aim is to present bespoke tailoring as an upside of the outlet rather than a recess element which in a way will highlight the styling and tailoring concept of the brand. Thus the store addresses the complete need that is there in the market regarding Men’s fashion rather than only a product selling. This is our fourth flagship store in the country and to get such a location in Kolkata was also a great challenge for us as we wanted to showcase the entire range of our products. The store has a brand new design with attractive retail environment and modern fixtures.” The Arvind Store has customised tailoring solutions with two unique concepts namely; Studio Arvind and Arvind Denim Lab (ADL) which are the major highlight of the outlet. Vishanand Charya, VM Head at Arvind Ltd. shares, “The main concept of the store is co-creation. The focus areas like Studio Arvind and Arvind Denim Lab reflects the theme and will be catering to the evolving needs of the fashion conscious men and who are looking for a premium identity in men’s wear. The store is done in such a way that when a customer will walk in he will get the entire library of fabric to choose from. The Arvind flagship store stands for the brand identity and aims to revolutionise the entire shopping experience of customers by bringing the best of both worlds of fabrics, ready-mades and customised tailoring options.” Studio Arvind, the custom tailoring unit of The Arvind Store, focuses on Arvind’s knowledge in creating world-class garments. Not only does it provide customised garments, but it will also offer different styles and fits for each category. The in-house stylist at the store will provide valuable advice on how to get that perfect set of customised garment. At the same time Arvind Denim Lab (ADL) – is also a concept exclusive to The Arvind Store, offering customised washed jeans made to order. It empowers the consumer to choose his/her style, fit, wash, fabric, buttons, rivets, threads. The customer can also personalise it with his/her zodiac sign label and own signature in thread. They can choose from a wide range of latest designs that are regularly refreshed keeping in mind emerging trends. Each denim garment is made to order in Arvind’s factory exactly to the customer’s specifications and meet international standards. With this offering, the company presents for the first time in India, hand-crafted denim, which is delivered in approximately 14 days to the customer.
Charya further adds, “As Fitch designed this concept for Arvind store, they gave a very clean and elegant look for the brand which is more European in terms of the feel. Also I would use two words for describing the VM of the store and they are ‘ simple and silly’. Our SOP related to visual merchandising has been carefully planned and we have used very unsoiled and straight principles in handling the entire custom tailoring concept which is very hard to manage in comparison to ready-to-wear segment. Here for the window display we have created an origami with papers mainly showcasing the different types of collars and cuffs which are driven by our fashion consultants along with the VM team to have a collaborative approach.”
The brand explains that it has received tremendous response from all its stores in Kolkata. “With this store launch, we plan to expand in other parts of West Bengal by opening more stores by this fiscal end. This is the company’s 142nd store across India and 5th store in Kolkata. We are soon launching another flagship store in Chennai within this FY only. Also, The Arvind Store will soon reach an important milestone of opening 150 stores across the country. We plan to rapidly roll-out ‘The Arvind Store' format to over 400 stores in the next four years and the geography includes Tier I and Tier II cities as well and the North East region which are growing immensely,” signs off Rajiv.