18 January 2024, Mumbai

In a series of articles, DFU Publications looks at how over the years India’s Large Format Retailers (LFR) have performed and are strategizing future success, with new challenges and new-age consumers.

Category Expansion, Tech-Enabled Shopping, Tier II Focus: Lifestyle Charts a New Course

All-encompassing retail giants are passé. Lifestyle, the iconic Indian retail powerhouse, is crafting a new story marked by expansive categories, technological innovations, and a deliberate focus on Tier II & III cities.

In response to the dynamic retail environment and shifting consumer expectations, Lifestyle is shedding its conventional approach, threading together a more intricate narrative to secure its position as a trailblazer in the Indian retail landscape.

Shifting Gears and Fresh Focus

The familiar sight of sprawling Lifestyle megastores is undergoing a metamorphosis. With the surge of e-commerce and discerning shoppers seeking more than just apparel, the traditional one-stop-shop model is evolving into a strategic fusion of online and offline experiences.

Trade dynamics

Seamlessly blending physical and digital journeys, the introduction of click-and-collect options is redefining the retail landscape.

Lifestyle is expanding its horizons beyond fashion, incorporating homeware, beauty, and kids' products to cater to the burgeoning demand for comprehensive shopping experiences. Moreover, the gaze extends beyond metros, with Lifestyle strategically eyeing the untapped potential of Tier II & III cities.

Adapting offerings and exploring smaller store formats, Lifestyle aims to tap into rising disposable incomes in these markets, marking the commencement of an exciting new chapter.

Beyond Brands, Beyond Bricks: Crafting a Novel Shopping Experience

Lifestyle is transcending the traditional brand-centric shopping experience. Prioritizing value, the retail giant introduces a mix of mid-range and premium lines, expanding its offerings beyond apparel.

HomeStop and Archies join the ensemble, addressing the desire for an all-encompassing experience under one roof.

It is much more than what meets the eye; Incorporating data-driven personalization through its loyalty program, Lifestyle takes up targeted promotions and recommendations.

Technology mixes with the shopping experience, with self-checkout kiosks, virtual trial rooms, and the Lifestyle Buddy app adding a personal touch.

This bold reimagining surpasses conventional brand and brick boundaries, embracing a future where convenience, personalization, and category harmony reign supreme.

Financial Performance

Lifestyle's financial performance reflects its strategic evolution

(Source: Company annual reports, industry research)

Masterplan for Growth

Omnichannel mastery is Lifestyle's new mantra. Click-and-collect options, streamlined delivery systems, and personalized recommendations blur the lines between online and offline, crafting a seamless shopping experience.

The focus shifts towards untapped territories – Tier II & III cities. Curated collections in smaller stores will flourish, targeting the rising disposable incomes in towns with deep pockets.

eco-centric; Sustainability is interwoven into Lifestyle's future. Initiatives like the "Clotheswap Festival" resonate with eco-conscious shoppers, hinting at a future where convenience, personalization, profitability, and sustainability converge, promising a dynamic, customer-centric future for the iconic retail giant.

Lifestyle faces intense competition from online giants and traditional brick-and-mortar players. However, a diversified portfolio, emphasis on technology-enabled experiences, and strategic expansion plans present promising opportunities for future growth.

The Road Ahead

Lifestyle is crafting a more intricate narrative beyond its conventional big-box approach. With a focus on category diversification, personalized experiences, and omnichannel mastery, the brand aspires to be the ultimate destination for families and conscious consumers.

While the journey to reclaim dominance in the Indian retail landscape is ongoing, Lifestyle's commitment to evolution and adaptation to changing preferences is a story that demands attention.

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Bottega Veneta teams up with Reliance Brands for an EBO in Mumbai
Italian luxury brand Bottega Veneta has teamed up with Reliance Brands to open an exclusive brand outlet in Mumbai’s Jio World Plaza. Housing the brand’s leather goods and accessories, this is the brand’s third store in India to date.

Having a simple yet sophisticated interior, the store has a rough surface with oversized stools for seating. It also has sofas arranged around an industrial style table. The neutral color palette of the store is accentuated with shades of apple green while its dim lighting highlights its backlit handbags. 

Run by international luxury fashion business Kering, Bottega Veneta is distributed by Reliance Industries’ retail business, Reliance Brands in India. The brand has two more stores in India; one in DLF Emporio, New Delhi and the second in Palladium Mall, Mumbai.acc

American denim and casual apparel brand Lee has inaugurated its new store on Bengaluru's Commercial Street, marking its presence on the upscale high street. The store, launched on New Year's Eve, showcases a fusion of style and comfort, offering a range of classic cuts and the latest trends for both men and women.

Owned by US-based Kontoor Brands, Lee transitioned to a franchise model in 2021, with Bengaluru-based Ace Turtle as its licensee. Ace Turtle, previously focused on e-commerce solutions, has evolved into a franchise operator for global brands, holding India franchise rights for Toys 'R' Us, Wrangler, and Dockers.

The experiential store design emphasizes the "theatre of denim lifestyle," featuring impactful product displays, vibrant store graphics, "Lee doodle art," and cutting-edge technology. Lee's brand ambassadors, Bollywood actress Sara Ali Khan and rapper King, are highlighted in visual campaigns.

Founded in 1889, Lee is part of Kontoor Brands, a global lifestyle apparel company with brands like Wrangler and Rock & Republic. In India, Lee products are available at exclusive brand outlets, departmental stores, and online platforms like Amazon, Flipkart, and Myntra.

An ethnic wear brand from Aditya Birla Fashion and Retail (ABFRL), Jaypore has opened two new stores in Mumbai.

Spanning 1,543 sq in the Oberoi Mall and 2,214 sq ft in the R City Mall, these stores sell Jaypore’s latest ethnic wear collections across apparel, jewelry home accents and accessories categories.

Sooraj Bhat, CEO – Ethnic Wear, ABFRL says, the opening of these two new stores is a testimony to Jaypore’s relentless commitment to capture the spirit of Mumbai by creating a precisely designed ethnic wear range.

Currently retailing from its exclusive brand outlets across India, Jaypore also has an online presence thorough its direct-to-customer e-commerce store. The brand scouts for best designs from artisans and craftsmen across India and delivers them at exceptional value to customers.

Jaypore develops products with local designs giving them a homely feel. The brand’s product assortment includes home decor, accessories, jewelry, apparel, gifts, vintage items, etc.

As part of her brand’s celebrations for its 25th century in 2024, eponymous designer Payal Singhal collaborated with accessories brand Coach to launch her first ‘demi-couture ’collection.

Blending bright hues of magenta and yellow with tropical prints and glittering details, the collection offers long, floaty silhouettes and fluid textiles that offers customers a luxury meets resort wear feel. 

As a part of its omni-channel expansion strategy, the brand also opened two new flagship stores, one in Kala Ghoda in Mumbai and another in Dhan Mill in New Delhi

 Last year, Singhal collaborated with cosmetic brand Kiro Beauty to launch makeup kit The label also launched a floral gifting range with Bloom Barn Mumbai and an exclusive ready-to-wear collection with multi-brand retailer Azorte.

Foraying into the pre-owned category, luxury lifestyle platform Tata CLiQ Luxury has launched the ReLoved Store offering a wide range of vintage, limited-edition watches.

The store has been launched in partnership with Jay’s Watch Store. It will offer a curated selection of rare pre-owned timepieces from brands such as Rolex and Omega.

These pieces will be thoroughly examined by the store’s in-house experts. The store will also offer an authenticity certificate to buyers to verify these watches through invoices, past ownership history, and client information. Tata CLiQ

Luxury will offer dedicated customer services along with expert advice to address product-related queries. Furthermore, each timepiece will have a ‘know your watch’ section on the store, which will explain the product’s condition.

Offering premium and luxury brands across a range of categories, Tata CLiQ Luxury mainly retails accessories, apparel, beauty & fragrances, fashion, gourmet, handbags, home, footwear, stationery, and watches.

Premya, the luxury womenswear brand has launched a new collection of ethically sourced and zero waste apparel for women. Taking a minimalist approach to fashion, the collection offers practical designs for the modern Indian women.

Retaining the designer’s idealism, the collection blends simplicity with sensuality to create a charming assortment of elegant designs. The color palette of the collection ranges from black to white to pastel neutrals while the fabric ranges from weightless georgettes, tulle, Chanderi to organza.
 
Launched by entrepreneur Manishii Joshi as a couture brand, Premya follows zero waste techniques to create occasion wear in collaboration with fourth generation craftsmen from across India.

Offering both traditional and contemporary styles, Premya operates from a number of multi-brand luxury boutiques in India like Pernia’s Pop-Up Shop, Elahe, Lilly’s Boutique London and Aashni & Co. The brand is also available online.

Multi-brand fashion and lifestyle retailer Shoppers Stop has expanded its retail presence in Rajasthan with a new department store in Ajmer. Retailing a wide range of products for men, women and kids the store is located within the Mittal Mall.

Focusing on fashion and lifestyle goods, the store houses dedicated segments for handbags as well as ethnic and western wear. It is located alongside other brands such as Adidas, Campus, Levi’s Jade Blue, Monte Carlo, Mochi, and Crocs among others in the mall.

An Indian department store chain owned by the K Raheja Corp, Shoppers Stop has 86 stores across 40 cities in India, with clothing, accessories, handbags, shoes, jewellery, fragrances, cosmetics, health and beauty products, home furnishing, and decor products.

The store chain has been awarded "the Hall of Fame" and won "the Emerging Market Retailer of the Year Award", by the World Retail Congress at Barcelona, in April 2008. It is also listed on the BSE and National Stock Exchange of India.

15 January 2024, Mumbai

Currently worth $7.86 billion, India’s luxury goods market revenue is projected to grow at 1.34 percent CAGR from 2024–2028. As per a report by Bain & Co., India's luxury market is expected to grow exponentially to 3.5 times its current size by 2030.

One of the fast-growing luxury markets in the world, has the potential to become the next big thing in the industry. The market's largest segment is prestige cosmetics and fragrances, with a market volume of $2.28 billion in 2024.

Evolutionary paradigm

In a bid to tap into new demographics and showcase their collections, luxury brands have collaborated with Indian retailers in the recent past. This harmonious fusion has brought a diverse spectrum of luxury brands within arm's reach of Indian enthusiasts.

Reliance Brands (RBL) has partnered with over 60 premium global brands such as Burberry, Giorgio Armani, Valentino and Balenciaga. Aditya Birla Fashion Retail partnered with the niche French luxury department store chain Galleries Lafayette.

Data-point

The Indian luxury market maintained its exclusivity with a high price point and limited sales volumes and outlets. According to recent reports, the number of millionaires in India is projected to grow by 105 percent by 2026. These UHNIs will drive the explosive expansion of the Indian luxury market.

A report by Cushman and Wakefield notes that the supply of new retail space in the country’s top eight cities will continue as developers strive to meet rising demand from retailers.

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