Bespoke VIP treatment from Reliance Brands

Reliance Brands has started aggressively wooing

the well heeled Indian consumer towards its high-end retailing of international brands. The company, a fully-owned subsidiary of Reliance Industries, has exclusive sales and distribution licenses for six international apparel and footwear brands. And Darshan Mehta, President and CEO, says they are adding value to the brand through the concept of personalized services. Over the next few years, the company is expecting nearly 20 per cent of its revenue through outside-shop sales.

The company hopes to generate appeal, pull in customers, push sales and subsequently win loyalty with its slew of bespoke services. Currently, Reliance Brands offers personalized services on two premium brands that include the casual wear brand Diesel and premium apparel brand Zegna. Nearly 10 per cent of total sales value for Zegna and Diesel stores is through outside-shop sales, which is home delivery of apparel without the customer visiting the store.

One of the activities introduced is made-to-fit tailoring particularly available in Zegna stores. The concept involves having designer suits tailored to the customer’s measurements by Italian designers. It’s a premium service available at an extra cost. Made-to-order suits are priced at least 15 per cent higher than a normal Zegna suit.

While outside-the-shop selling remains an option, the Diesel store in Juhu, Mumbai has a VIP room which is available exclusively for a customer with a prior reservation. This facility is to assist customers who don’t wish to walk around the shop and can have the apparel and accessories brought in to the room instead by personal managers. VIP room facilities and home delivery of apparel are available at no extra charge. This is a take-off from international luxury brand Louis Vuitton’s New Bond Street outlet, known to offer such lounge services for its high-end customers.