Denim brand Lee is betting big on ‘concept’ stores to create brand stickiness.
(Concept stores essentially are built around a theme and convey a certain brand ethos, thereby, enhancing the shopping experience.)
Lee recently opened a boutique store in Greater Kailash, Delhi – in an upmarket shopping area frequented by women. This store conveys an uppity attitude and “celebrates snobbery” – right from its diamond studded signage to store interiors with modern minimalist furniture, vanity mirrors, plasma screens and foot massagers.
While the Lee store in Bangalore is all about the “vintage meets contemporary”, its Pune store addresses the youth primarily. Lee is all set to open up a ‘Buddy Lee’ café in its store in Ahmedabad (Buddy Lee is the brand’s advertising icon). The café is aimed at being yet another “point of connection with the youth.”
“Concept stores give consumers a complete brand experience and convey the values and ‘lifestyle’ imagery of the brand,” says Mr Chakor Jain, Business Head, Lee.
“While a multi-brand outlet stacks our merchandise like just another product, large concept stores try to bring about all the images of the brand. After all, the store is an extension of the brand,” says Mr Jain. Lee is looking to take the concept story forward by setting up more such stores in various cities.
VF Arvind Brands will have 90 exclusive Lee outlets in place by December.
Source: Business Line Similar concept stores are also running on a pilot basis for Reebok simultaneously with their existing showrooms. The Franchise needs to be flexible enough to adopt an innovative model which will be running on a pilot basis. The entire store is extremely colorful and targets women and the metrosexual male in particular.
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