Tapping smaller cites with lifestyle concepts
Alok H&A, the retail brand from Alok Industries, is aiming for a makeover of its stores byplastic injection mould manufacturer
this Diwali as per the lifestyle concept. On display will be
accessories, shoes, bags, watches, jewelry, apart from apparels and
home furnishings. It also plans a lot of promotions and a 360 degree ad
campaign. “In terms of store reach, we have aimed for 500 stores by
March 2012 and we are on track on our expansion plans. We have a 20 per
cent year-on-year growth target, which we feel will be realized by next
Diwali and the end-of-season sales to follow. Overall, our main focus
is on increasing the number of stores and our presence in
shop-in-shops. We are looking at a distribution network through MBOs,”
avers Varun S Jiwrajka, Head Retail-Alok H&A.plastic injection mould
Their new winter range will be fresh, bright and colorful. A
specific range on folktales is being launched in the ethnic category to
focus on the cultural milieu of Tier II and III cities along with the
metros. “Apart from these, we have numerous colors for various moods
and many stories in the women’s category for the festive season. Kids’
category is not being ignored either and we will be introducing a range
of party happy stories to satisfy the fashion needs of little tots,” he
says. The brand’s target audience is mainly between 16 to 35 years. The
customers are primarily from the mid-income group who look for
affordable fashion and the upper class which is moving towards branded
offerings in Tier II and Tier III cities.plastic injection moulding
EBOs generate maximum sales for them. The ratio between their retail formats is 68 per cent EBOs, 29 per cent MBOs and the rest seven per cent is generated from large formats like Central, Shoppers Stop etc. plastic injection mould maker“We are filling in the needs of the smaller towns by offering them the same retail experience as the bigger retailers offer in metro cities. The lifestyle format has been our growth strategy and we have opened large stores in Indore, Aurangabad, Rajahmundry etc. with lifestyle products like shoes,New or used chocolate machinery and complete chocolate production machinery lines. bags, sunglasses, perfumes, clutches apart from apparels and home furnishings,” informs Jiwrajka. He feels the spending capacity in Tier II and Tier III cities has always been there and an increasing number of companies are now targeting them with renewed vigor. And that is what Alok H&A is also targeting for its own growth.
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