Shirt brand Hubert ozz has redefined shopping experience by providing customized shirts for the buyers in a retail store.
The idea behind this concept is to enrich the retail get rid off the stocks. The creators of the product feels that the readymade garments for men has evolved over the ages. However, we have not attained a position where the readymade apparel is a right fit for everyone. In most cases, the shirts in trial room are tested on the basis of shoulder size while factors like tummy size, differences in chest sizes are hardly found fitting.
To address this, the brand has brought a kiosok, which is claimed to be the first-of-its-kind in the Indian garment industry will help the customer design his own shirt. Using this a customer can deisgn the colour, pattern, size and also can chose the material of collars, cuffs, kajs, buttons and pockets. Using the 3-Dimentional views, the customer will also get an advantage of viewing the finished image of the garment. This customization will help the customer to make a quality purchase while for the retailer, it will save time, stocks and aging materials too. The manufacturer right now has brought this customization option only for shirts. The brand is serving for men between the age group of 14 to 72.
According to Varun Sharma, who heads the marketing in the organization, “The initial reception for the new technology is welcoming. Asked if the computer-based interactive devise will change the way in-store sales work, the company feels that the role of a store-sales professional will be an additional advantage as the seller inside the store will have to explain the customer, design elements, types of materials, basics of size and more.”
Store sizes and categories:
Our own stores are sized around 200 to 250 square feet while in a multi-branded retail store, we will be present in a dedicated 100 square feet area. Currently the challenge faced by the retailer in such solution is the availability of space in a MBO stores. At present the retailer is present in 24 outlet while 20 are franchise stores as a shop-in-shop model and 4 dedicated stores. Even though the concept goes every geography in a city, the retailer prefers to be present only in high-streets. The retailer is planning to expand the retail presence in the tier-2 and tier-3 cities.
By- Swaminathan Balasubramanian
