Apeksha Pa­tel,

CEO, Deal Global Fash­ions 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 store that I al­ways get drawn to­wards is Deal Jeans lo­cated at

In­finiti Mall, Mum­bai and this like­li­ness isn’t be­cause of me be­ing the CEO but as a con­sumer who is on­look for a pleas­ant shop­ping ex­pe­ri­ence. We are in the era where the store it­self is the win­dow & the man­nequins dis­played act as show win­dow of the store. We have moved from closed win­dows to open fa­cades to give an invit­ing ex­pe­ri­ence. Light­ing at the store are placed strate­gi­cally on the mer­chan­dise that gives an en­tic­ing feel to the shop­pers at the store. As we are in this fast-paced tech world, we would want to en­hance the buy­ing pat­tern of the con­sumer with re­tail be­ing tech­nol­ogy drive, we have in­tro­duced Om­nichan­nel in our stores which will pro­vide our cus­tomers a bet­ter way of shop­ping with higher vi­a­bil­ity to­wards mer­chan­dise avail­abil­ity within the brand.

Fa­vorite global store on the same pa­ram­e­ters:

Zara flag­ship store at West­field Start­ford, Lon­don is pi­o­neer­ing fea­tures de­signed to trans­form the cus­tomer ex­pe­ri­ence & in­te­grate on­line & in-store shop­ping. First Zara glob­ally to fea­ture four dis­tinct sec­tions, with ded­i­cated on­line area join­ing women’s, men’s and kid’s sec­tions.

The store has been de­signed to stand out as a unique shop­ping des­ti­na­tion for Zara cus­tomers. It has a two-storey façade with­out shop win­dows on the first floor, pro­vid­ing a trans­par­ent view of the store’s in­te­rior ar­chi­tec­tural fea­tures and col­lec­tions.

Many of the dis­play ta­bles have been re­moved, cre­at­ing a more spa­cious look and feel. White walls and a white re­flec­tive ceil­ing also add to the bright, airy feel­ing.

The store has a ded­i­cated area for the pur­chase and col­lec­tion of on­line or­ders on the first floor. This on­line area fea­tures two au­to­mated on­line or­der col­lec­tion points, ser­viced by a con­cealed area that can han­dle 2,400 or­ders si­mul­ta­ne­ously. Shop­pers scan QR or PIN codes they re­ceive when they place or­ders on­line. Be­hind the pick-up point, a robotic arm col­lects trays and or­gan­ises the pack­ages op­ti­mally ac­cord­ing to their size, and de­liv­ers or­ders in sec­onds. The store fea­tures in­ter­ac­tive mir­rors equipped with RFID (ra­dio fre­quency iden­ti­fi­ca­tion) that can de­tect a gar­ment you’re hold­ing and make out­fit sug­ges­tions in the mir­ror.

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

In an ever-chang­ing and in­creas­ingly de­mand­ing global mar­ket­place, franchising has showed great re­silience and sus­tained con­tin­ued growth de­spite the eco­nomic and po­lit­i­cal chal­lenges pre­sented over the past decades. Franchising has his­tor­i­cally proven to be a rather ef­fi­cient way of ex­pand­ing the mar­ket pen­e­tra­tion and con­sumer ba­sis of re­tail brands, both lo­cally and in­ter­na­tion­ally. This is so be­cause it al­lows the brand owner, the fran­chisor, to ex­pand its busi­ness faster and with less fi­nan­cial and hu­man-re­source in­vest­ments, while at the same time en­sur­ing the main­te­nance of the qual­ity and op­er­a­tional stan­dards of the brand, es­pe­cially when com­pared to other struc­tures such as trade­mark li­cens­ing, agency and set­ting up a lo­cal le­gal en­tity or joint ven­ture with a lo­cal part­ner.

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

Choos­ing the right fran­chise is about match­ing your per­son­al­ity, skills, ex­pe­ri­ence and mo­ti­va­tion to a par­tic­u­lar fran­chise.

It’s about get­ting a good fit between you and the busi­ness. Below are a few rec­om­mended point­ers to be kept in mind while screen­ing prospec­tive fran­chisees

Hav­ing an in­ter­est in en­trepreneur­ship

Be­ing able to work in­de­pen­dently

Be­ing well or­gan­ised and proud of one’s per­sonal pre­sen­ta­tion.

Be­ing able to or­ga­nize and mo­ti­vate oth­ers to get things done.

Work­ing ef­fec­tively as part of a group.

Be­ing at­tracted to con­tin­u­ous im­prove­ment.

Be­ing trust­wor­thy in giv­ing ac­cu­rate in­for­ma­tion.

Hav­ing a re­al­is­tic un­der­stand­ing of the fran­chise re­la­tion­ship and back­ground in re­tail busi­ness

Chal­lenges/shifts in buy­ing be­hav­ior in the re­tail in­dus­try:

There is no recipe to be­com­ing a great CEO, the ba­sic in­gre­di­ents of a great CEO are in­tel­li­gence, high level of en­ergy, per­sis­tence, courage & great com­mu­ni­ca­tion skills which helps oth­ers see your vi­sion. In a fast-paced re­tail world; un­pre­dictable, ev­er­chang­ing con­sumer be­hav­ior and an un­re­lent­ing de­mand for in­no­va­tion are the ma­jor chal­lenges faced by CEO’S to­day.

Dif­fer­ent from the Rest:

Bring­ing lat­est fash­ion at af­ford­able price in In­dia & in­ter­na­tional mar­ket is what makes us mark our foot­prints in re­tail in­dus­try in In­dia.

Ex­pan­sion plans:

We at Deal Jeans con­sider our­selves as one of the lead­ing fash­ion ap­parel brand with an ex­clu­sive po­si­tion­ing in the high fash­ion space. Presently the brand op­er­ates 23 EBO’S in In­dia & 2 EBO’S over­seas, fur­ther this count would in­crease to 15 stores in In­dia & 5 stores over­seas. Also, brand ex­pan­sion to­wards on­line space in in­ter­na­tional mar­ket is been ex­plored. We are fur­ther ex­plor­ing South African mar­kets along with mid­dle east to­wards in­ter­na­tional ex­pan­sion dur­ing the fis­cal 18-19. In In­dia, the brand is fur­ther ex­pand­ing its foot prints in Tier III & IV ci­ties as we fore­see im­mense po­ten­tial which could be cap­i­tal­ized con­sid­er­ing the con­sumer ac­cep­tance to­wards brand’s of­fer­ing in these ci­ties.

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