Van Heusen opens first digital store in Bengaluru

Will solve customer issues of fit and fashion through multiple digital touch points

BusinessLine
20 December 2015

On Saturday, Van Heusen, the premium lifestyle brand for professionals from Madura Fashion &Lifestyle portfolio, unveiled its first digitally immersive flagship store – Van Heusen Style Studio – in Bengaluru’s Indiranagar.

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 u;pdates on new fashion trends.

Next to the display is the ‘Fit Scanner’ enclosure, where an infrared device scans the shopper, generating measurements for the collar circumference, shoulder width, chest, bust, hip, waist, and height; these are used to identify the right fit for shirts, trousers, dresses, etc.

The ‘Style Bar’ digital display helps a shopper identify their personal style by answering a few questions and throwing up 20 different looks that match the shopper’s style.

Virtual trials
Customers choose the style by category, colour, patterns and fabric, and move on to the full length ‘Virtual Trial Mirror’, where they can virtually preview the s;elected shirts, tees or trousers on themselves without stepping into a trial room. The store has a ‘Style Simulator’ room, where shoppers can try on outfits for the day/night/evening, with an option to c;reate 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 displays style 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 and shoes, and have displayed different looks for men, women and youth all around the store,” Vinay A Bhopatkar, COO, Van Heusen &People, toldBusinessLine.

“We worked with FITCH, Singapore and Experiential Design Lab, Delhi to develop this store from scratch over the last 18 months,” he added.

Customised fit delivery
Style Studio has a ‘My Fit Station,’ where men have five ‘fit’ options for multiple body types as against the two fit options available today and women have three ‘fit’ options.

“Customers can choose the fit, fabric, style and look options, and s;elect. We will have it delivered to their home in 7 days for a premium of Rs. 300” said Bhopatkar.

Plans are on to roll out five Style Studios in the top metros over the next 12 months. Van Heusen has pan-India presence across 280 stores in 120 cities.

Same-store sales grew 3–4 per cent year-on-year, and overall revenue is expected to grow 10 per cent to touch Rs. 1,100 crore this fiscal year.

“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 Rs. 3,500 to Rs. 4,500 with Style Studio,” added Bhopatkar.