Vajor: From Online Stories to Offline Experiences
Online clothing and lifestyle brand Vajor came into being in 2014 with the idea of bridging the gap between offthe-rack fashion and luxury couture. Mapping the growth of the brand, Vajor came up with the range of home décor line after two years into existence and opened its first set of brickand-mortar stores recently this year in Pune, Chennai and Delhi. Bringing user-friendly technology to stores, the brand believes that the store is a physical render of its website. VM&RD looks at this omni-channel store format.
Experience – Good Vs Goods
What prompted Vajor to extend its offering through brick-and-mortar presence was the zest for delivering experience. Coining a store design that is bohemian, intellectual and artistic, the store walls are framed with wooden panel intermittently, while the fixtures are made of wood and metal. The brand is also against animal-cruelty and inspired by nature and these features are reinstated through eco-friendly props and use of green foliage around the store. About 65% of the entire store space is dedicated to clothing, 10-15% are used to display accessories and footwear and rest is used for “story wall” and in-store VM. Because the brand believes in creating “experience”, it makes sure that certain fixtures are slotted in a way that they can display only a fixed number of merchandises. Taking the in-store experiences ahead, there are a
number of in-store activities planned to help the brand engage with their customers further.
The store has three digital interfaces – the video wall at the window to showcase campaigns; the digital screen at the “story wall” to showcase catalogues; and the third screen gives access to the entire offerings of the brand present in their e-commerce channel. The digital experience is taken further ahead with the feedback tabs, which are meant to help customer behaviour. The brand truly believes in not only mapping the customer movement but also building community of customers by learning about their background, professions and other factors.
Tech – what’s next
According to the brand, the experience should be seamless irrespective of where the customers start their journey from – whether online or offline. Therefore, Vajor will soon bring pick-up and delivery facilities in both the channels. The company has also invested in a few infometrics with a company called Retail Pro, which will be able to determine customer flow and movements.