Exclusive outlests Vs. Multibrands
I like the experience in general, but then I feel if they spend less on such details and decorations in their own store they could actually save more; why can't they put this money into lowering their regular price levels ? Sometimes I feel cheated. -A customer at an 'xclusive store' No clear cut demarcation shows that customers have started preferring Multibrands to Exclusive outlets. In the next decade or so, the situation might seem a bit more clear. The environment is dynamic, and so is the retailing situation. The memories of early 1990's remain very hazy on the retailing situation that existed then. Exclusive outlets were unheard of, (if not unheard; they weren't the most talked thing). Times changed and so did retailing. Sudden emergence of global players brought about a change in the retailing pattern. Now, one had myriad choices, not of stores but of brands. This meant that one stopped choosing the store and started choosing the brand. This implied that if one wanted to purchase Reebok, he was going to the Reebok store and purchasing them. Where naturally, if he entered his choice of brand was minimum but the variety of shoes in that particular brand increased.
While we do have a Vivek's chain in the consumer-durables sector which is very strong in Chennai, it is an area which is yet to pick up in lndia. At least in the way that the US-based Circuit City, UK-based Kingfisher and France-based Dirty type of multibrand dealers have struck large-format success in the organized retail market for computers All the players are following multiple strategies to reach the consumer in one way or the other. The latest in the line is the Subhash Chandra-promoted Agrani Convergence Ltd which now happens to be the official licensees for selling Philips cellphones, in India. Similarly, a Vintron or an HCL store may have to stock, say, Elnova UPS (uninterrupted power supply) systems instead of their own, if the latter has strong equity.
Some common words found in the essay are:
Exclusive Stores, Jeans India, Multibrands Exclusive, According Dubai, Elnova UPS, Madura Garments, , Brand Personality, KSA Technopak, Competition CHEATED, exclusive stores, exclusive outlets, brand personality, grey markets, hence scope exclusive, brand conscious, people brand, 10 people, ago 10, people brand conscious, retailing situation, brand conscious 90, organized sector, consumers willing pay, conscious 90 hence,
Approximate Word count = 1412
Approximate Pages = 6 (250 words per page double spaced)
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