Fabulously charming Store Review: Enamor Bangalore

January 21, 2017 written by
Bangalore Store _Enamor

Enamor opened its new store at Phoenix Market City. Offering an experience like no other, the store boasts of the widest collections of lingerie, lounge wear, shapewear and fitness wear, to name a few. The new retail identity for Enamor focuses on creating a unique experience for the brand bringing alive the brand tagline ‘ fabulous as I am’.

The process of setting up the store involved working closely with the key stakeholders at Enamor to get an insight into the brand story, looking at every element in the space to create a differentiated experience, and minute attention to detail resonating with the detail which is put in the manufacturing of the product.

The in-store experience comprises of multiple experiences. A  tiered platform at the entrance  is used as a narrative device  bringing  the woman to the centre stage. The platform is used as a cross-merchandising device while the VM brings alive stories of the everyday life of a woman.

The patterned flooring, the bright furniture bring across the vibrancy of the brand while the soft pastel hues, and panelled displays with chrome trims create a warm, inviting space for the customers to browse. The changing room creates a luxurious, comfortable experience for the customers, large rooms with three way mirrors allow the customers to call for assistance, spill out in the sub-space to get an opinion or get fitted by experts!

“Enamor celebrates the fabulous woman and our new retail identity aims to brings this thought alive. Our new flagship store is a visual delight that offers an international lingerie shopping experience, showcasing the widest range of lingerie in the country. We understand that every woman has specific lingerie needs and our fit consultants are extensively trained to help her find the perfect fit. With our new store, we want every woman to not only look fabulous, but also feel fabulous,”  articulates Shekhar Tewari, CEO Enamor

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Women are fabulous

Enamor believes that lingerie is a woman’s most intimate expression of herself and that the right one can make every woman feel fabulous, every day. This thought has led to the brand offering the new age Indian woman the widest, and most fashionable range of premium lingerie online that has everything from bras, panties, shapewear to sportswears and stylish nightwear for women.

Enamor, since its inception in 2003 in collaboration with Barbara of Paris, has built a strong bond with the consumer, to ensure that every style meets the Indian body requirements by being the only brand to offer wearer trials, and multi-size fits.

The collection for Enamor includes a wide range of fashionable and comfortable bras like push up, padded, non-padded, wired, non-wired, strapless, multiways etc. and it is best in comfort, as well as stylish panties, yoga pants, body shaper, sportswear etc.

Enamor has won hearts from the beginning itself and have grown to be the most trusted brand amongst the urban Indian ladies – recently recognized as Superbrand 2014-15!

The goal of each of our offerings at Enamor has always been to provide international trends that meet global quality standards to their consumers. With this in mind, Enamor endeavours to create lingerie that enables the experience of feeling fabulous every day! Enamor has over the years connected gracefully with the real women and their needs quite fabulously and have partnered their likes and dislikes quite attentively through the brand’s diversified intimatewear offerings.

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The store

Being a market leader in premium lingerie, its a duty that Enamor embraces upon, as a brand to constantly reinvent the relationship that Indian women have with their lingerie wardrobe.

With the new store the brand had a few significant pointers in mind and they wanted to achieve the same with the store they were opening up for the first time at Phoenix Market City, Bangalore.

Creating for a strong drama and visual impact at the entrance to invite the women to step inside and be one with a larger than life experience was an insight that the brand kept in mind this time around.  Dramatic experience for the women who walks into an ENAMOR store was high on the brand’s agenda and they achieved the same through Statement interiors that are both attractive yet very cozy.

 

The Store has a semi private and a private (women’s only) space. This space gives an assurance to customers that while they get fitted, there are no chances of anyone even remotely intruding on them. The fitting rooms are much larger than normal and are areas where the women can relax and pamper themselves. Enamor has cut away from the concept of just walking into a lingerie store and picking up a few pieces to finally leave. They have rather created a space wherein the women can spend sometime on their own. It is like increasing the intimate experience manifold so as to accommodate the real women and her many moods.

There is a Fit specialist in the store too who is involved in the fitting. This person has been trained for several months before she could qualify for the role. The idea being, there is a perfect bra for every woman, and just because sizes are the same, does not mean that same bra will fit all women.

Enamor aims to fit 100% of women coming into the store to ensure they get a perfect fit. The brand understands that women have a different relationship with panties. It’s not just a commodity, but an item to pamper yourself. Hence, all panties are on open display- see the fit on a body form and select your own colours and prints combinations.  They have customized body forms, to replicate the Indian Women’s body, and there are also body forms meant for the fuller women.

Overall , the approach was to make women feel the fabulousness seen in their campaigns- Pamper yourself and indulge in the wide variety of products that Enamor designs for the Indian Women.

Making a distinct style statement, it is also an aesthetic reflection of how this isn’t a regular lingerie outlet. Enamor has given lingerie shopping a complete make-over, by making it an enriching experience, rather than a chore.

Colourful panties in the innovative and lively display section sit in cupcake holders, and seduce you with their pretty lace trimmings and patterns, making panty shopping a fun indulgence. Equipped with three-way mirrors, the assistance bell, and ‘yes, maybe, no’ options are thoughtful little add on that accentuates the experience manifolds. This experiential store has something for every woman.

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This season, the mood is ultra-feminine and premium, which is why the story of the Secret Garden unfolds to reveal the front runner of fashion. This is of course the theme for the collection for this season from brand Enamor and the store is adorned with these new collection products. Which adds a an even more youthful tone to the look and feel of the Phoenix store as a whole! To tag the store as ‘the lingerie paradise’ will surely be a tad bit understatement compared to the full fledged glory the store brings along.

 

 

 

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