Rarely you find a store that caters to almost all your needs and wants efficiently, The Pretty Woman is one of them. Launched in March 2019, by Ms Hema Choudhary with her husband Mr Vishal Choudhary as her helping hand, the store is a delight to female consumers. From its fabulous interiors, fantastic background music to the consumer friendly staff, the store provides the ultimate shopping experience to all its customers.
THE PRETTY WOMEN is overall a women’s desire store providing exclusive range of lingerie and lounge wear and is among the top three lingerie store in the City of Nizams. The store is situated at the prime location of Dilshuknagar in Hyderabad and stretches for 1100 sq ft area catering to women belonging to all age groups. The store stocks exclusive lingerie collection from international brands like Triumph, Amante, Enamor, Van Heusen and Indian brands such as Juliet, Sonari, La Brary, Ballet, etc. The store also stocks nightwear brands such as Danvee Concepts, Juliet, Golden Dreams, Zenia, Sweet Feel, etc
The store exteriors grabs your attention with its two beautiful window displays that feature mannequins dressed in the best pieces from the latest collections. Ms Hema mentions that they update the window displays every two or three days to stay offbeat. The illuminating yellow lights from above really brightens up the store windows and you can clearly spot the garments displayed on the mannequins from a certain distance outside.
As you enter the store, the store staff will first greet and welcome you in the friendliest manner possible. The white pearl coloured interiors of the store create a very calm and peaceful ambience for customers. The store covers a rectangular area with entrance on one end of the length and trial rooms on the other end. On the left side, there are glass counters where female staffs are always present to display the products that you ask for. The product boxes are neatly arranged on the shelves, behind the counter, under the glass counter, according to the brand’s section. On the right side you can find few more shelves and mannequins, loaded with latest products from the brands. There are also two standees on the side displaying various socks and leggings which you can browse through while shopping. Comfortable chairs have been installed near the counter for the customers to sit and relax. The store also features two trial rooms at the other end of the store for trying out products before purchasing. To add to the experience, there is always a light music playing in the background, keeping the customers entertained.
The entire look of the store appears very friendly and homely with four female staff members who are ever ready to assist the customers in finding the right product. Sometimes, even Ms Hema takes part in handling the customers herself and understanding their requirements. The overall shopping experience that the store provides can be considered as its true USP.
To find out more, LnL conducted an exclusive interview with Ms Hema Chadhary in which she opens up about her ideas and plans regarding the store.
How would you define your store in Hyderabad?
We define our store to be a destination for female customers that fulfills all their personal requirements.
What kind of retail concepts were kept in mind while designing this store? Have you been able to achieve these objectives?
The area where the store is located is basically dominated by family shopping malls and other family stores who basically sell all items. The one and only agenda while designing the store was to not only provide the female customers with an exclusive range of lingerie and loungewear but also give them a valuable shopping experience. A store where they can easily get all exclusive designer stuff which they fantasized. And within a span of 8 months, “The Pretty Woman” has carved a niche in the hearts of their female clients and will continue to fulfill their basic needs.
What is the philosophy behind the store?
The philosophy behind the store was simply to create a friendly environment exclusively for female customers so they can sit back and relax while we take care of all their needs and demands regarding lingerie.
What is the retail strategy planned and how it is being implemented to reach out to your customers?
For now, the retail strategy is to reach out to maximum number of customers through advertising on radio, magazines, social media, etc. We also keep track of customers database and send out regular updates to them regarding offers, latest products, etc.
What makes for a good retail environment and how has this changed with the advent of online shopping?
A good retail environment depends on how you maintain the ambience in the store. A good ambience helps in welcoming the customers and understanding their needs. Giving personal attention to every client forms a special bond which helps in generating a good business and making a successful store. In online shopping, all these facilities and experiences are unavailable and we have to purchase products just by looking at the screen.
What are your return policies when it comes to retail?
If any customer is unsatisfied with the product purchased, we allow exchange within two or three days. We also have additional offers like a free gift on every purchase of above Rs 5000 or Rs 10000. We also host anniversary sales to keep our valuable customers happy.
What are your plans going ahead?
As of now, we are just concentrating on reaching as many customers as we can. For future plans, we hope to expand our business across other cities of India.