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Global sportswear brand PUMA announced the launch of its entirely remodeled stores at Banjara Hills, Hyderabad and Pacific Mall, New Delhi. Spread over 4,200 sq.ft. and 3,800 sq.ft., respectively, it seamlessly combines technology, sports and experiential retail under one roof. This also marks the launch of the brand’s first Puma Select shop-in-shops in India to range exclusive global designer collaborations.
Speaking on the launch, Abhishek Ganguly, General Manager, PUMA India and Southeast Asia “In line with our efforts to continue to enhance customer experience, we are thrilled to launch two completely redesigned stores in India. With health, fitness and sports becoming a priority for many, we believe Sportswear is poised to grow significantly in the future. Our stores will continue to be a key touchpoint – offering a more interactive and personalized experience. Remodeling key PUMA outlets only reinforces our commitment to engage and serve our customers better. All our stores will prioritise safety of every visitor and team members. We will strictly follow established guidelines in this regard in our daily operations.”
The stores feature digitally connected offerings, personalization zones and futuristic product range. Incorporating experiential elements from the Puma flagship store at 100 Ft. Road in Bengaluru, key highlights include:
– PUMA x YOU: The customization studio allows consumers to customize and personalize Puma footwear, apparel and accessories using embroidery and print. The on-demand personalization offers over 100 quirky and fun design options to choose from.
– PUMA SELECT shop-in-shop: Fusing performance with culture and fashion, this premium product line will feature the brand’s latest global collaborations with streetwear labels and designers like The Hundreds, RHUDE and Charlotte Olympia among others.
– Updated retail concept: The design is captivating with clean lines and a very modern look and feel. Taking the consumer on an intuitive shopping journey, the elevated layout and display like illuminated footwear walls focus on the products to ensure they demand attention, stand out and resonate with the consumer.
– Interactive retail experience: Consumers can now access all Puma products at the touch of a button. The interactive screen allows them to virtually scan through the entire PUMA range and not limit their selection to styles or colors available at the store. Thus, allowing them to place an order directly from the warehouse and have it shipped to their home.
Hygiene and safety are brand’s biggest priority. All Puma stores have implemented the required protocols to ensure enhanced hygiene measures and social distancing norms are followed. Some of these measures include:
– A cap on the maximum number of consumers inside the store at any given point
– Contactless payments and billing
– Hourly sanitization of store fixtures including cash desk, trial rooms, door knobs and hangers
– Contactless temperature screening at the store entrance
– Making masks mandatory
– Sanitizing hands at the entrance and at all touchpoints across the store
– Demarcated areas/ layouts that allow for social distancing within the store
While we were always active on the e-commerce front, the pandemic has made us evolve our strategies through innovative offerings. Today, we are closely mapping the digital shift and reaching out to our customers through a variety of options that assure them of their safety and convenience. There is a lot of emphasis on reaching out to customers online, keeping our websites live and updated and staying in touch with our loyal customer base. It is a good time for us to engage and be there for customers as well as gauge their interests,” says Alisha Malik, VP – Marketing and E-commerce, Metro Brands Ltd.
James Krueger: The USEPA and BPR require extensive testing for antimicrobials to determine their toxicological profiles. If a USEPA registered antimicrobial is approved for use on skin contact products then it has passed extensive skin tox testing – you simply don’t know what the skin tox is of an antimicrobial that isn’t USEPA registered.
RTOs particularly plague Indian e-commerce players because sizing has long been a grey area in the Indian fashion retail market. The truth is that there are no standardized sizing charts in India – most apparel brands in the country have been following size charts meant for global countries, especially the US and UK, with respective tweaks relevant to their TG.
Sustainability and single-use plastic will be less important to many consumers in the short term where hygiene and cleanliness is more of a priority to prevent the spread of the virus. Prior to the outbreak, shopping habits were starting to shift – 74 percent of nationally representative UK consumers
“Madame’s COVID experience has proven that tweaking fashion never goes out of fashion. As pandemic started surfacing in India we adapted very quickly and brought out new collections, and also came out with masks and coordinated collections well in time. Our biggest strength has always been that we know and understand the women who buy from us very intimately,” added Jain.
NEO TECH® is a unique technology developed by the Donear group companies, perfected by brand GRADO at its manufacturing units. The fabric is revolutionary and has been certified by top-laboratories such as NABL accredited Bio Tech Services. Leveraging NEO TECH® techniques, GRADO has developed specially designed anti-viral and anti-bacterial fabrics that inhibits growth and retention of micro-organisms, making them safe and hygienic.
Nova Eyewear, the global brand from the house of Vision Rx Lab, has stepped forward to cater to the pressing need of optimum eye protection and safety as the world enters the phase of unlocking. It has introduced a diverse range of safety eyewear under Nova Safety range, manufactured with cutting-edge technology and best of lens materials to help shield the eyes not only from hazardous environment but also from biological hazards such as infections caused due to COVID-19, whether indoors or outdoors.
“We will come into some of the protective lotions like skincare, as that comes in essential products. We will be going for a bigger line of products which is more for protection to the body and skin and whenever you are outdoors, which protects you from viruses.”
Commenting on the collaboration, Avinash Mane, Commercial Head, South Asia, Lenzing AG shared, “At Lenzing, we are always working closely with different partners to minimize the environmental footprint of the fashion industry and help consumers make conscious purchases. It is encouraging to see that Arvind, shares this value and is setting out to positively influence the community.”
James Krueger: We are excited to partner with N9 as we work together with global brands to increase their sourcing from India. Consolidated Pathways has teamed up with N9 to provide the world’s leading polymer antimicrobials that will be an important component of consumer textiles all over the globe, providing unmatched safety and performance.
Our new digital infrastructure and omnichannel capabilities give us the competitive advantage to have a unified view of our inventory and will service our consumers across the length and breadth of the country. As the fashion industry is going ‘Phygital’, Raymond is committed to create delightful consumer experiences both in the online and offline world.
James Krueger: Our products are thoroughly tested following the strictest protocols with reports that are transparent and clear. The antibacterial and antiviral performance of our polymer-based antimicrobials provides peace of mind to the consumer that use the textiles treated with our technologies.
Amaris’ jewels and its website are targeted towards today’s fashion-forward, on-the-go, multifaceted woman as she shuffles through her busy social and work calendar and dives in from an eventful Monday to her glamourous weekends filled with celebrations; all the while making a bold statement in her sought-after Amaris jewels.
James Krueger: Along with the antibacterial benefits of Sanitized technologies, they have been proven to provide anti-viral benefits to textile products as well. Since the Global consumer has been trained by the local government and media to sanitize their hands and surfaces in their homes, the Sanitized® brand clearly communicates what consumer data shows is of greatest interest to consumers and what test data shows Sanitized products actually provide – added protection.
The Donear Group, using NEO TECH® technology, has conceived products that are high quality, utilitarian and have a shield against bacteria and viruses alike. Known for their pioneering efforts, NEO TECH® has partnered with HeiQ, a Swiss company, to power up its suiting & worsted fabrics with an intelligent textile technology – HeiQ Viroblock NPJ03. HeiQ creates some of the most effective, durable and high-performance textile effects in the market today, which lasts upto 30 washes.
After the pandemic hit, consumers across the world are turning to social media to keep them entertained, connected, and informed while they’re spending more time at home. This has presented a unique opportunity for businesses across the globe — they can now reach out to their consumers on a personal level without spending big bucks that other communication channels normally require. As a result, brands and retailers are doubledowning on social media to build relationships with new and existing customers over the last few months.
N9 World Technologies Pvt Ltd, India has signed an agreement with Consolidated Pathways Inc, USA to incorporate unique Swiss antiviral and antimicrobial technologies into sustainable and cost-effective custom blends for the textile finishing industry. Consolidated Pathways, a brand and technical representative for Sanitised products, supports the advancement of the trusted Sanitised Quality Seal and related branding concepts to the global textile industry.