Visual Merchandising and Retail Design – July 2019

51

There is extreme ignorance that prevails
among women when it comes to buying
lingerie. Most women don’t know their
correct sizes and usually buy what is
uncomfortable and unappealing. Hence,
our foremost aim will be to educate the
customers about the right fit of the bras and
help them find the right size. Towards this ,
we will invest heavily in training employees.
Parfait India team (especially our store sales
associates) will be well-trained product
fitting specialists who will provide on-site
product fitting service to help find the
right size of products for customers upon
request. We believe that a woman will be
more confident, comfortable and healthy
when she wears the right size of bra.

What’s your current retail presence and
what are the plans forward?

We are currently present across the country
through 10 online mediums like Lifestyle.
com, Nykaafashion.com, Myntra.com,
Lastinch.in, Nubella.in, Oxolloxo to name a
few. We have also made an offline presence
in the northern and western markets with

more than over 30 SIS like Project Eve,

Central, Pluss, Jashn, Lady 21, amongst

others. We will soon be expanding our retail

presence in the southern and eastern parts

of the country.

How much significance do retail design

and VM hold for you?

VM is an integral part of the brand has

started for its B2C model, VM would

definitely contribute to brand image

strongly.

What’s the turnover of the Parfait Group?

Parfait Group’s turnover as a whole is about

USD 10 million and has achieved an average

YOY growth of 20% plus in the last 5 years.

The company is also entering the B2C in

India. Any thoughts you would like to share

on the business dynamics of that segment?

Yes, we are getting into the B2C model

for the first time by setting up exclusive

business (EBO) and 150 shop-in-shop

(SIS) outlets. These EBOs will be Parfait’s

signature Experience stores, where women

can experience the size fitting techniques

and then shop accordingly. We will also be

present on major ecommerce platforms

including Myntra, Jabong and Nykaa.

Additionally, we will have SIS in large format

departmental stores like Lifestyle and

Shoppers Stop, as well as with ethnic retailers

like Jashn. The reason for taking the latter

route is that when customers spend close to

Rs 1 lakh for traditional Indian wear, they will

not mind spending on plus-size lingerie that

will complement the attire. l

Payal Gulati

July 2019