Watches and accessories retailer Fastrack is adopting a bold and flashy style at its new outlets, a departure from the “understated, sober and minimalist” designs seen at its stores.
Hemal Panchamia, Marketing Head, Fastrack, a brand of Titan Company Ltd, hopes the move will strengthen its presence among the youth. Customers entering its refurbished outlet in Chennai will be greeted by a suspended mannequin tied to poles using Fastrack belts. Sunglasses hang from the trays of a mid-size refrigerator, its door showcasing handbags and laptop covers. Next to it is another mannequin, its head covered with a bright blue Fastrack helmet, perching on a lavatory, while watches are displayed in bird-cages.
“It is an attempt at visual merchandising. Since we are a brand that celebrates irreverence, we wanted to project that in a physical space,” said Panchamia.
The Chennai store was refurbished after customers’ feedback for its Bangalore outlet set up some months ago. The company plans to replicate this design at the 70 stores it will set up during the current financial year, and redo some of the stores.
There are 157 exclusive Fastrack outlets, out of which only 10 are company-owned. Bangalore-based interior design firm Praxis, which provided the concept for the new look, will help franchises on product showcasing and merchandising. Fastrack will spend close to ₹20 lakh on each store, out of which ₹10 lakh will be spent on merchandising, and the rest on design.
Revenue through e-commerce contributed only one per cent of the annual revenue of ₹160 crore in 2013-14, a reason the company is focussing more on bricks-and-mortar retailing.