In recent times shopping for lingerie has turned into an interesting and even much loved activity with brands getting snazzy and trendy and stores upping their ante with plush interiors and attractive displays. On these lines, lingerie brand Groversons Paris Beauty has launched its new store in South Extension Part 1, Delhi. In a tête-à-tête with Lace n Lingerie, Siddharth Grover, Director, Groversons Group, shares the differentiating factors of the newly launched store and the company’s plans forward.
The Indian lingerie has witnessed a tremendous growth in the past few years due to the availability of brands, changing technology, changing consumer behaviour and increased awareness. “Increase in people’s income and openness to change has allowed them to experiment more. Customer preferences have evolved and the demand for premium lingerie in the market has increased over time,” says Siddharth Grover, Director, Groversons Group.
Taking a cue from the growth, lingerie brand Groversons Paris Beauty has launched its new store in South Extension Part 1.
The WOW factor
The WOW factor of the store is the visually appealing category-wise merchandising and the exclusive collection designed for the store. The brand has a special collection with international designs and a special category allotted to plus size lingerie.
“We have introduced an altogether new range and collection of lingerie in our store. You will see a wide range of styles and collection inspired by international designs in vibrant as well as pastel colours. It is a one-stop shop for all the lingerie lovers where they can fulfill all their essential needs of innerwear,” Mr Grover mentions.
A retail outlet’s interior design with the right combination of fixtures and colours and organised merchandising changes the whole look and feel of the store. The store becomes visually appealing and the customer finds it easy to browse through the collection and find the right style and size for herself.
In-store strategy
Groversons Paris Beauty is India’s leading lingerie brand that offers a variety of innerwear. Ranging from all kinds of bras (deep neck, padded, non-padded, plunge, strapless, t-shirt bra, bridal collection, and sports bra), to panties, camisoles, thermals, the brand’s special plus-sized bra, and accessories, they cover everything in the intimate wear section for women.
Mr Grover tells us, “We have almost all the innerwear categories at the store, so that we can cater to all the needs of the customer, right from the demand for plus size lingerie to the mix & match demands of leggings and capris. As an inaugural offer, we were offering 15 per cent off on all the purchases for the first month. We have made different lingerie combos so that the purchases are economical for the customers and also impact the basket and ticket size.”
“We have something special for everyone. The international collection, which has lace styles and designs starts from INR 600 onwards. We have a printed padded wire-free range, which starts from INR 450 onwards and we have a very special category specially designed for plus-size women. Apart from bras and panties, we have shapewear, active wear, loungewear sets, ankle length bottoms, etc,” he shares.
“Our store has got a spacious trial room, well equipped with services at the entry. Respective columns are made for exchange in plus and minus sizes. Customers can wait inside or try other products while the staff can bring back their requested sizes,” he says.
Visual Merchandising strategy
In a generation where every product is available online, giving customers the perk of visually experiencing products and understanding its value is important. “At our newly launched Groversons Paris Beauty store, we’ve made sure that customers can see, touch and feel every product. The availability to examine each product will enhance their experience, help them choose and buy better,” Mr Grover states.
“We have segregated the category-wise…one section is dedicated to the Plus size range, other section is dedicated to international designs that is lingerie with lace and intricate detailing. Then, collections are also on display keeping seasonal stories in mind, for e.g., all colours in the polka range, colours and styles in all stripes collection put together, etc,” he adds.
Window display
The first thing to witness from outside the store is, the products available on display. These products also act as an opening page of a brochure, which suggests to the reader of what to expect inside. Groversons Paris Beauty displays modern, chic, trendy, lacy, and colourful lingerie; exactly what a customer is set to experience once she enters the store. The theme for the window goes with their glamour collection, which is exclusively designed as one of the categories in the premium range.
The have used the brand colours in the signage and have tried keeping it simple and attractive. There are two facades one facing the main road and one facing the main market therefore building visibility of the brand logo for the customer traffic from both sides,” adds Mr Grover.
Sales staff
“We have two female staff at the store. They are well trained for measuring the right size of the customers. They have extensive knowledge of the products at the store like what material has been used in which collection and which garment will fit the best according to customers size and preference,” he says.
The overall growth
Talking about the company’s overall growth, Mr Grover says, “The incredible journey of Groversons Group began in 1953 with an extremely popular lingerie brand of India ‘Paris Beauty’, which eventually emerged as a synonym to quality for Indian females. Groversons has always been the most preferred and trusted brand amongst the lingerie category. We have a strong distribution channel pan India and now we have entered the retail segment too. We have grown with the changing trends and have evolved ourselves according to the changing customer preferences.”
The way forward
The company is planning for more retail stores by the end of this financial year at prominent marketplaces. “Also, along with the exclusive stores, we plan to enter the large format retail channel and increase the availability centres for our products and brand,” Mr Grover finishes.
