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Hameedia expands fashion retail realm

29 May '07
3 min read

Men's fashion retail chain Hameedia target 10 additional stores in key urban cities out of the capital Colombo, by the end of this year.

"Signature" is a brand specifically designed to cater for the mass markets. In order to create an easier access point for the consumer, we branched out with a series of "Signature" stores in key strategic locations. We hope to open up a minimum of 10 stores in key urban towns outside Colombo by the end of the year", Said Kabeer Refai, Manager, Business Development.

International movies and magazines have influenced a new wave of thinking in Sri Lankan men compared to a decade ago. Hameedia plans to capitalize on this new thinking by segmenting their marketing operations three ways, so they could escape the notion of an expensive place to shop.

Hameedia sees an opportunity to assist their customers by training their staff to be fashion consultants rather than store assistants. Kabeer says the Sri Lankan customers today are sharper about what they want, and better informed on fashion trends.

One would imagine the Sri Lankan masses to have a keen sense of fashion with all the exposure they get due to the well-developed apparel manufacturing industry in the country, yet according to many apparel manufacturers in the country, concept and design is what they would like to include in the services they offer, and are working on perfecting.

"The only originals" policy adopted by the Hameedia chain, who also claim to offer a "total fashion solution" are two relatively new approaches in Sri Lanka but is also in line with the fastest growing global fashion culture where mass produced big brand name apparel are becoming less sought after, and haut couture is filling that gap.

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