Fo­cus or flop!


Hi Friends!

The com­bined growth of Brick-and-mor­tar and the on­line store has cre­ated huge choice for cus­tomers in terms of prod­ucts and ser­vices many of which are un­dif­fer­en­ti­ated. This has man­i­fested into low dif­fer­en­ti­a­tion be­tween brand and stores. Brands have also had to up the mar­ket­ing bud­gets, both off­line and on­line, to stay vis­i­ble and com­mu­ni­cate their propo­si­tions. Now ef­forts to sus­tain and grow has pushed many brands to fo­cus on con­sol­i­dat­ing their propo­si­tions to present sharp and dif­fer­en­ti­ated of­fer­ings and po­si­tion­ing. Happy read­ing! Cheers! We present sto­ries from di­verse for­mats like lux­ury ac­ces­sories, fash­ion brands, celebrity owned la­bels and beauty. All of them demon­strate the need to fo­cus on the brand’s of­fer­ings and propo­si­tions to suc­ceed. The re­tail trends sec­tion fea­tures a story on how Mi­cro­towns are shoot­ing up and be­com­ing pop­u­lar as an al­ter­na­tive to mega malls and high streets where a clus­ter of focussed spe­cialty re­tail­ers cre­ate a cu­rated shop­ping and leisure hub. The cover In­dian de­sign story presents how a BCBGen­er­a­tion, a fash­ion la­bel from the house of de­signer Max Azria, was cre­ated to fo­cus on the pre­mium young fash­ion seg­ment. The In­ter­na­tional de­sign sec­tion fea­tures how Moy­nat, a cen­tury old Parisian Lux­ury hand-crafted leather ac­ces­sories brand, en­deav­ours to com­bine moder­nity with age-old ex­per­tise to cre­ate in­spir­ing new lines of hand­crafted fash­ion leather ac­ces­sories. Read in the Brand Talk sec­tion how youth fash­ion brand Break­bounce fo­cusses on the uber cool youth in the In­dian cities us­ing the Omni-chan­nel route. Also is fea­tured brand Bodyshop and their demon­stra­tion of fo­cus on their sus­tain­able sen­si­bil­i­ties in their prod­uct of­fer­ings, Re­tail De­sign and VM. VM&RD’s ‘Re­tail Ya­tra’ stops over in Jaipur, to cover im­por­tant re­gional mar­kets there and present suc­cess­ful in­de­pen­dent re­tail­ers who dom­i­nate through their dif­fer­en­ti­ated of­fer­ings and ser­vice. Lots more ex­cit­ing sto­ries on In­ter­na­tional and In­dian store de­sign and vis­ual mer­chan­dis­ing topped off with some hu­mour from the re­tail world. We would greatly ap­pre­ci­ate your feed­back on mar­ket­ing@vj­me­di­a­ Also we would love you to like and join us in our new Face­book page at https://www.face­ vm­rdIn­store

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