Ver­sa­til­ity with Enor­mous Of­fer­ings

San­deep Goenka, the Chief Op­er­at­ing Of­fi­cer of Bag­zone Life­styles Pvt Ltd man­ages the re­tail brand LAVIE that deals in a range of fash­ion ac­ces­sories. With an in­ter­est in the chem­i­cal in­dus­try he pur­sued en­gi­neer­ing from Mum­bai Univer­sity. Af­ter hav­ing ac

Shoes & Accessories - - Contents -

How is Lavie po­si­tioned in the In­dian hand­bag in­dus­try?

Lavie is a mar­ket leader in the In­dian hand­bag in­dus­try. Lavie is po­si­tioned as an ac­ces­si­ble fash­ion brand that caters to a wide set of cus­tomers rang­ing between the age of eigh­teen to forty five. We are a ver­sa­tile brand with enor­mous of­fer­ings to spoil our cus­tomers with choices.

The brand has for­ayed into footwear, how much prod­uct di­ver­si­fi­ca­tion can we ex­pect in the near fu­ture?

Footwear as a cat­e­gory gives im­mense scope for di­ver­si­fi­ca­tion; we al­ready have in­tro­duced flip-flops as a sep­a­rate cat­e­gory. The cat­e­gory in footwear we are fo­cus­ing to­wards is the sneak­ers due to its high­est sell through rate. Other than that, we have di­ver­si­fied our footwear col­lec­tion to jel­lies, which are wa­ter­proof footwear made from PVC; they are more chic and stylish keep­ing up with the fash­ion trends. We are look­ing at in­tro­duc­ing more ath­leisure or sporty col­lec­tion in the com­ing sea­sons due to the de­mand and keep­ing in mind where the mar­ket is mov­ing.

In terms of cat­e­gory di­ver­si­fi­ca­tion, our aim is to be that one stop shop for ac­ces­sories. We have in­tro­duced belts and are plan­ning to in­tro­duce sun­glasses to the ex­ist­ing cat­e­gories.

Give us an over­view of how the brand’s re­tail foot­print has con­sol­i­dated over the years.

We are present in ma­jor metro ci­ties likes Mum­bai, Delhi and Ban­ga­lore. We have ex­panded to tier 2 and tier 3 ci­ties over the years as the cus­tomer base keeps grow­ing. The dis­pos­able in­come of the cus­tomers has seen a rise, this shift in de­mo­graphic has been ex­tremely ben­e­fi­cial. With dig­i­tal mar­ket­ing, we are able to spread brand aware­ness to smaller ci­ties as well. The aim is to reach smaller ci­ties through distri­bu­tion and franchising.

Lately, we have ob­served the en­try of sev­eral global brands in pre­mium. Does Lavie have any plan to com­pete in the seg­ment?

Hav­ing In­dia as the coun­try of ori­gin, we un­der­stand the mar­ket from a dif­fer­ent per­spec­tive than the global and in­ter­na­tional brands. We know what our cus­tomers want and what is the need of the mar­ket, be­sides cus­tomers con­nect with our brand on a dif­fer­ent level. We have al­ways un­der­stood how

value sen­si­tive In­dian cus­tomers are and have al­ways kept their needs in mind while strate­giz­ing. We do com­pete in this seg­ment but we aim to be more of an ac­ces­si­ble fash­ion brand. Our ob­jec­tive is to en­hance the prod­uct and cus­tomer ex­pe­ri­ence.

With the new brand am­bas­sador, how much growth are you tar­get­ing?

Our brand am­bas­sador Anushka Sharma strongly res­onates with Lavie. Apart from be­ing a style icon, she is also a suc­cess­ful woman with many ac­co­lades to her name. She ap­peals to the youth and her in­de­pen­dent and vi­va­cious per­son­al­ity fits per­fectly well with the brand. We are tar­get­ing 65% growth through this as­so­ci­a­tion.

What are some of the con­cerns that you are fac­ing in the in­dus­try? What mea­sures would you like in place?

One of the big­gest chal­lenges in the 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 or­ga­ni­za­tion. Thus, it be­comes im­por­tant to get the right peo­ple on­board. We also make them see the big­ger pic­ture.

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 find­ing 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.

San­deep Goenka

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