Splash to increase in-store technology to attract younger audience
The Middle East-based multi-brand fashion retailer Splash Fashions will increase technology in its Indian stores to draw in a younger audience and will also launch more brands in India this year.
Splash Fashions will launch the sportswear brand Kappa in its Indian stores this autumn/winter season. After already launching Elle clothing in store, the business has also recently launched Elle Homme menswear. The business will continue to work on its Indian brand mix over the coming year.
Splash Fashions will also increase the digital elements in its brick and mortar stores to appeal to a generation of shoppers who are used to online shopping.
“The new stores are more digital to start with as an experience, there are a lot of compartments and each have very strong category identities,” Raza Beig, Splash Fashions’ CEO and the Director of its owner Landmark Group told Indiaretailing.
Beig explained that this strategy is aimed at building the business’ Millennial customer base. The first revamped store of Splash has already opened at Pacific Mall in Delhi and soon we will be revamping all our stores. The new revamped stores will be based on the new design concept,” said Beig.
The business will open seven new stores by the end of December and is concentrating on metro locations.
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