Flipkart-owned online fashion retailer Myntra launched its first offline store in Bengaluru. Myntra had earlier announced its plan to open a brick and mortar store in 2016. The retail store is called Roadster which the company claims is their top selling private label brand.Moreover, Myntra’s Roadster store acquired 3,500 sq ft out of Blackberry’s 8000 sq ft of showroom located adjacent to Myntra’s store at Indiranagar.
The store has an array of gadgets and touch screen monitors. Platforms like virtual reality gear along with high end Samsung handsets will render the digital experience. On the payment front, the store allows its customers to scan product bar code and pay online. “Customers can use the VR feature to watch 360 videos about virtual road trips across dramatic locations. Such a platform will give a cumulative experience about brand Roadster,” says Myntra’s CTO Ajit Narayanan.
The 4000sq ft store also includes a video wall which is a multi faction touch-interface enabled monitor. The customers can use magnetic tokens to connect with the screen. The touch screen display then will showcase information about manufacturing of Roadster products or recommend fashion style based on locations.
Myntra claims that Roadster which was launched in 2012 has surpassed Rs 500 crore last year. The private label which currently lists 7500 products, aims to achieve a run rate of Rs 1000 crore by FY 19.
Speaking to ETtech, Ananth Narayanan, CEO, Myntra & Jabong said that the tech-enabled store will focus majorly on the experience front and not contribute to revenues directly. “Omni channel has just been a buzz word till now. This is our first step towards bringing an omnichannel presence.”
“Curation of the offline segment is an important step for our private label business which is an integral part of our portfolio of offerings,” said Manohar Kamath, head of Myntra fashion brands.
Similarly, brands like Raymond and Van Heusen had earlier added a layer of technology in their stores. At Van Heusen’s store entrance, a 42-inch digital display suggests best styles, fashion tips of the day and more. Even in Raymond's store, customers can select products, book trial room while a store assistant inputs all this data in a tablet.
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