San­deep Goenka,

COO, Lavie- Bag­zone Life­styles Pvt. Ltd.

Images Retail - - STORES CEOS LOVE -

Fa­vorite In­dian store on the pa­ram­e­ters of Vis­ual Mer­chan­dis­ing, In­te­rior De­sign, Win­dows Dis­play, Light­ing, In-store Tech­nol­ogy & En­gage­ment Driv­ers:

The stores from the eclec­tic In­dian brand Chum­bak is my favourite. It has vi­brancy and has invit­ing look. Their di­verse vis­ual ex­pe­ri­ence is a treat, ev­ery store is unique and dif­fer­ent from the other. They stand true to their phi­los­o­phy - Make it a happy place! From the win­dow dis­play to the in­te­rior, the store pro­vides an ex­pe­ri­ence with kitsch de­signs, iconic props and ec­cen­tric vi­su­als.

Fa­vorite global store on the same pa­ram­e­ters:

It has to be Bergdorf Good­man, a lux­ury de­part­ment store si­t­u­ated in New York City. It is known for its ex­trav­a­gant win­dow dis­plays es­pe­cially dur­ing hol­i­day sea­sons. Each dis­play is thought through and has a theme. The in­tri­ca­cies of the de­sign are as­ton­ish­ing! What re­ally im­presses me is that all the el­e­ments of the vi­su­als fit so seam­lessly. I am awed by the man­nequins in stylish

fash­ion poses.

Role of Franchising as a way of ex­pand­ing a brand’s re­tail foot­print:

Franchising en­ables to reach a var­ied set of au­di­ence en­abling faster growth for the busi­ness. Lavie un­der­stands the im­por­tance of franchising from busi­ness point of view. The brand is po­si­tioned very strongly in the hand­bag sec­tor in In­dia and ex­pan­sion is the next step to grow the busi­ness. We want to reach out to Tier II & III ci­ties but run­ning op­er­a­tions in these re­gions can be done best by peo­ple who have the lo­cal ex­per­tise, this is where franchising comes in.

Im­por­tant points to be kept in mind in choos­ing the right fran­chiser/ fran­chise:

For us, it has al­ways been about re­la­tion­ship build­ing than just busi­ness. We def­i­nitely want to work on long term ba­sis with the fran­chis­ers. It is a two way street, the fran­chiser needs to be as en­thu­si­as­tic about the brand as we are. We need to see that drive and pas­sion along with great or­ga­ni­za­tional skills.

Chal­lenges/shifts in buy­ing be­hav­ior in the re­tail in­dus­try:

One of the big­gest chal­lenges in the re­tail in­dus­try is find­ing the right staff, re­tain­ing them and en­sur­ing they buy into the

vi­sion of the busi­ness. Hu­man re­source is an in­evitable part of a busi­ness, it is im­por­tant that they un­der­stand and pos­i­tively work to­wards the growth of the or­gan­i­sa­tion. Thus, it be­comes im­por­tant to get the right peo­ple on board. Find­ing, own­ing and jus­ti­fy­ing the re­turn on in­vest­ment of a re­tail space is crit­i­cal for all the re­tail brands. An­other ma­jor chal­lenge that we face is to find the right re­tail space and nur­ture it. Solv­ing these dy­namic prob­lems is what sep­a­rates those who ex­cel from the com­pa­nies who are clos­ing the doors.

Dif­fer­ent from the Rest:

One of the key fac­tors that we had in our minds was to fo­cus on the mar­ket trends and cus­tomer pref­er­ences. It has helped us in­tro­duce the prod­ucts which im­bibe great util­ity, com­fort and style. We en­sure that we create shop­ping ex­pe­ri­ence to fit the psy­che of our tar­get mar­ket. We strive to adapt to the chang­ing shop­ping ex­pe­ri­ence and sur­prise our cus­tomers with cus­tom­ized pro­mo­tional ben­e­fits. We are driven by the dy­nam­ics of the on­line mar­ket, fo­cus­ing on the chang­ing times and adapt­ing our mar­ket­ing strat­egy as per to­day’s time. We have col­lab­o­rated with big celebri­ties like Son­akshi Sinha, Disha Patani, Nar­gis Fakhri, Neha Dhu­pia and so on as part of our in­flu­encer pro­gram. We also have a list of celebri­ties as our brand am­bas­sadors like Ka­reena Kapoor, Kan­ga­nara­naut and now Anushka Sharma. We are work­ing very dif­fer­ently with our new brand am­bas­sador, so­cial me­dia be­ing the core medium of pro­mo­tion.

Ex­pan­sion Plans:

Our plan is to grow re­tail foot­prints (in­cludes our EBOS and Fran­chisees) to 75 points from ex­ist­ing 30 in a years’ time. We are fo­cused to strengthen the distri­bu­tion busi­ness to cover the smaller ci­ties in In­dia.

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