Arvind

VM&RD - - CONTENTS -

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.

Cut­ting edge

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.”

Ex­pan­sion plans

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.

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