Mars to Venus – the jour­ney has be­gun!

Point of Purchase - - IN-STORE ASIA -

Day 1 In-Store Asia con­ven­tion, He­tal Ko­tak, COO Color­Plus Fash­ions Ltd, had us be­lieve that the adage ‘Men are from Mars and women are from Venus’ is ac­tu­ally passé as he shared from his vast ex­pe­ri­ence the def­i­ni­tion of a stereo­typ­i­cal male. He then talked about the 10 com­mand­ments of the chang­ing and stereo­type-de­fy­ing In­dian male shop­per; and con­cluded with a case of his own brand Colour­Plus as part of his ses­sion on ‘Re­tail­ing to the In­dian male shop­per in the pre­mium cat­e­gory’.

achieve­ment ori­ented – look to re­turn home with an item. While the Venu­sians, he com­pared, tend to shop so­cially, eval­u­ate the store fully, they are skill­ful shop­pers – brows­ing, ex­am­in­ing, and pay­ing more at­ten­tion to de­tail and they get plea­sure out of look­ing and are happy buy­ing nothing. Yes, they may end up not buy­ing anything, but, ask any re­tailer and he will tell you that he prefers them as sup­posed to the grab and go types! Then came what may be called as mu­sic to the re­tail­ers ears. He­tal said, “While the fun­da­men­tals and stereo­types stay true, men how­ever are chang­ing”. Ac­cord­ing to him, the eco­nomic lib­er­al­iza­tion set this ball rolling and eco­nomics changed the be­liefs of the so­ci­ety. A new set of mil­lion­aires were born, con­sump­tion is not con­sid­ered bad, credit money is not looked down, dis­play of wealth to show in­di­vid­u­als suc­cess is the trend and the most im­por­tant fac­tor- the new con­sumer is young and has grown up in the post-lib­er­al­iza­tion era; so he doesn’t shy away from spend­ing. He then pre­cisely de­fined the new In­dian male shop­per as the one who “sees him­self as In­dian and Global; ex­tremely op­ti­mistic about pos­si­bil­i­ties and op­por­tu­ni­ties that life of­fers; as­pires to be seen as suc­cess­ful, as achiev­ers and as “fit­ting in with their peers”. He added that this new male shop­per “con­sumes brands so as to be rec­og­nized within his peers and he is more open to ex­press­ing his emo­tions in pub­lic as com­pared to his ear­lier gen­er­a­tions” It was then time for the 10 com­mand­ments of the In­dian male shop­per that in­ter­est­ingly cap­tured the chang­ing be­hav­iour and some stereo­types that still ex­ist:

I shall buy – From Gand­hism to con­sumerism, the tra­di­tional ‘save for the rainy day’ dic­tum no more ex­ists. With in­creases in in­come, cus­tomers of­ten step jump and start pur­chas­ing in pre­mium cat­e­gories.

I have no time - In­creas­ing time poverty. The con­sumer to­day spends more time in of­fice, trav­el­ling, watch­ing TV etc with lim­ited time for shop­ping. There is an in­creas­ing em­pha­sis on re­duc­ing stress and max­i­miz­ing time with fam­i­lies and friends, so con­ve­nience is key for con­sumers.

Lux­ury not equal to pre­mium – When mov­ing up in life many jump seg­ments, not mov­ing step by step and value is no longer only about price – it is very clearly price plus.

Go­ing be­yond func­tion­al­ity –The con­sumer to­day pays more at­ten­tion to aes­thet­ics -- color, feel, and over­all de­sign of prod­ucts than ear­lier. The cof­fee rang­ing from Rs 5 to Rs 200 is a case in point.

Spends mov­ing from ‘Prod­ucts’ to ‘Ex­pe­ri­ences’ - More money is now go­ing to the ex­pe­ri­ence – what you eat, where you travel, how you kill time, how you take care of your­self.

Will­ing to pay ex­tra for an ex­pe­ri­ence – Con­sumers to­day pre­fer buy­ing/ con­sum­ing in a bet­ter en­vi­ron­ment. For in­stance no­tice the move from the mul­ti­plex to the mul­ti­plex gold class.

He­tal Ko­tak, COO, Color­Plus Fash­ions Ltd

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