Marketing initiatives
SKNL’s marketing strategies are customer driven. Reid & Taylor Indian Open Polo Championship, one of its long term properties, is taking pace for over seven years and perhaps the most enduring sporting association in India. The launching party of the luxury brand, Dunhill, had been devised in such a way so that the brand attributes gets highlighted to establish the brand with the core target group in Delhi.
Brand Proposition
The endeavour is to bring luxury level international brands to the country with a special focus on fashion and lifestyle, gauging the buoyant demand in the domestic market. Even at this young age of 24, Anjani’s vision is to create a fashion house that surpasses expectations, inspires and reflects a positive attitude towards creativity and hard work.
The Challenges overcome
Infrastructure is the one major area of concern for luxury retailing. There is a lack or shortage of the right space, wherein the right space refers to right neighbourhood, zoning and environment for the consumers to experience and consume the brand. Another challenge is the lack of training of sales personnel in the retail sector in India. SKNL conducts in-house training in all its stores periodically for the customers to have a wholesome experience.
Expansion plan
The brand has robust expansion plans. Plan is on anvil of expansion of retail stores for OVS and Alfred Dunhill. Currently OVS has three stores each in the city of Bangalore, Chennai and Delhi, and plans to have 190 stores in the next five years across the country. Alfred Dunhill is currently present in Delhi and Bangalore and will soon have another store in Mumbai by Jan 2011.
Her understanding of the retail business and her learning in this process
“Retail is a people’s business depended on heavy capital, investments and outflow. It is about giving the consumer an experience and not just the product. This experience is an amalgamation of the service, environment, ambience, product and the price. I believe every day is learning something new in the retail sector. No day is the same; continuous array of activities and growing customer aspirations are what excite me the most. The world of the Internet has given the customers new ways to explore more brands and we at SKNL are determined to give its audience a wide spectrum of successful brands.”
