Fash­ion at its high­est Quo­tient

Point of Purchase - - BRAND STAND - Shikha Kr­ishna

‘Go where your cus­tomer is’. Fol­low­ing this mantra, Tan­ishq, a renowned jew­ellery brand from the sta­ble of Tata, cre­ated pres­ence and touch point at malls to cater to the TG aged be­tween 14 to 22 years. Point-of-Pur­chase brings you more de­tails on this ini­tia­tive.


Tan­ishq dis­cov­ered that its po­ten­tial con­sumers aged be­tween 14 to 22 years weren’t com­fort­able to walk into its pre­mium re­tail bou­tiques, it de­cided to take its prod­ucts where this tar­get au­di­ence is – the malls. In Fe­bru­ary 2012 Tan­ishq launched FQ Teen Di­a­monds start­ing at Rs. 499 through kiosks de­signed spe­cially for this col­lec­tion. The malls are cho­sen in Delhi, Pune and Ban­ga­lore due to their high stu­dent pop­u­la­tion. “FQ is a range of af­ford­able jew­ellery for girls in ster­ling sil­ver with di­a­monds. The price ranges from Rs. 499 – Rs. 4999 cater­ing to to­day’s “smart and sorted kids,” says Sanober Man­nan, Brand Man­ager Tan­ishq. Core cat­e­gories in­clude rings, ear­rings, pen­dants, chains, charms, an­klets and bracelets un­der four unique col­lec­tions clus­tered by dif­fer­ent sce­nar­ios oc­cur­ring in a teenager’s life. Lo­cated at the en­trance of the malls, the kiosks are 8X8 sq feet and can hold upto 400 prod­ucts. Sukanya Gopinath – Head VM, Tan­ishq ex­plains the brief, “The kiosk had to be po­si­tioned in the aisle or path­way of the cho­sen malls. It had to be an at­ten­tion grab­ber with bright vi­brant colours that ap­peal to the tar­get group (TG). It had to be an open for­mat, vis­i­ble from all di­rec­tions.” But at the same time, she adds, “it could not look ‘trin­kety’ be­cause we were deal­ing with pre­cious metal and stones and we are from Tan­ishq – a TATA en­ter­prise”. Af­ter ses­sions of brain­storm­ing, the in­spi­ra­tion that drove the de­sign came from Sukanya’s Paris trip. She ex­plains, “The ‘Artist Quad­ran­gle’ in the Mont­martre area is a ‘temp setup’, where peo­ple wheel in their carts dur­ing the day, do their doo­dling and at night pack up and go. There was a sense of new­ness and ex­cite­ment ev­ery­day. This seemed to be a work­able con­cept.” How­ever, there were nu­mer­ous other as­pects that had to be con­sid­ered in the de­sign. One of the big­gest chal­lenge was to ac­com­mo­date all as­pects of an op­er­a­tional Tan­ishq bou­tique into the 8X8 sq feet space; like an em­phatic brand­ing, op­ti­mum prod­uct dis­play, space for com­fort­able sales staff move­ment, mer­chan­dise stor­age and most im­por­tantly prod­uct se­cu­rity. Talk­ing about this, Sukanya em­pha­sizes, “Since it is an open store where at the end of the day there are no shut­ters that are pulled down, se­cu­rity of the mer­chan­dise is im­per­a­tive, for which there had to be pro­vi­sion of CCTVs, bur­glar alarm and a safe within the set up.” Talk­ing about in­spi­ra­tions, Suk­naya men­tions Ap­ple and the Chi­nese in­flu­ence for funky prod­ucts. She ex­plains, “A lot of Chi­nese prod­ucts are very sleek and per­fectly fin­ished. Their use and in­ter­ac­tion of colours is very in­ter­est­ing and unique. Ap­ple is a brand that is em­bed­ded in to­day’s kids’ lives. Draw­ing on th­ese two in­spi­ra­tions, the kiosk was de­signed with sim­ple straight lines, but at the same time there is a vi­brant quirky feel. So ev­ery­thing was kept white with splashes of neon colours only in the um­brel­las and the wheels.”

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