The first of its kind in
India, the 5,500 sq ft store is an attempt to address every apparel shopper’s
pain points of finding the appropriate fit, size and style best suited to their
personality.
On entry, the shopper
sees a 42 inch, digital display called ‘Today’s Briefing’ that offers ‘look of
the day,’ informs what’s new in-store, doles out styling tips and updates on
new fashion trends.
Next to the display is
the ‘Fit Scanner’ enclosure, where the shopper is scanned by an infrared
device, after which, measurements are generated from the collar circumference,
shoulder width, to the chest, bust, hip, waist, height; which are used to
identify the right fit for shirts, trousers, dresses, etc.
Next, is the ‘Style Bar’
digital display that helps a shopper identify their style personality by
answering a few questions and throwing up 20 different looks that match the shopper’s
style.
Customers choose the
style by category, colour, patterns, fabric, and move on to the full length
‘Virtual Trial Mirror’ where the shirts, tees or trousers selected, can be
virtually previewed on themselves without stepping into a physical trial room.
The store has a ‘Style Simulator’ room, where shoppers can try on outfits for
the day/night/evening wear, with an option to create the right mood by turning
on music that matches the occasion, for which the apparel is being bought.
When the customer gets to
the billing counter, a 42-inch double screen completes the experience – one
screen displays inspirational styles recommended by Van Heusen, while the other
screen displays style guidance tips.
“We decided on Bengaluru
first, because it is home to tech-savvy people, who are exposed to
international fashions and are willing to experiment. We are not selling
apparel here, we are selling looks – the entire ensemble from the shirt, tie,
jacket, pocket square, cufflinks, shoes; and have displayed different looks for
men, women and youth, all around the store,” Vinay A Bhopatkar, COO, Van Heusen
& People, said.
“We worked with FITCH,
Singapore and Experiential Design Lab, Delhi to develop this store from scratch
over the last 18 months,” he added.
Plans are on to roll out
five Style Studios in the top metros over the next 12 months. Van Heusen has a
pan-India presence across 280 stores in 120 cities.
“Style Studio allows us to offer a wider
variety of price points and exclusive merchandise; We expect our average
selling price to go up from ₹3,500
to ₹4,500 with Style Studio,” added Bhopatkar.
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