Focus or flop!
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 firstname.lastname@example.org. Also we would love you to like and join us in our new Facebook page at https://www.facebook.com/ vmrdInstore