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Van Heusen's first digital store opens in Bengaluru
Dec '15
Van Heusen, the premium lifestyle brand from Madura Fashion & Lifestyle, broke new ground at the weekend, opening its first all-digital store called 'Van Heusen Style Studio' in Bengaluru. The first-of-its-kind store comes in the wake of the need for enhancing shopper experience with technology.

According to newspaper reports, the 5,500 sq. feet store offers digital solutions for inconveniences shoppers often face in a brick and mortal setting. The store is an attempt to address every apparel shopper's pain points of finding the appropriate fit, size and style best suited to their personality.

The store has a 'Fit Suite' that recommends appropriate fit and size according to body type. The virtual trials helps shoppers identify their style type by displaying up to 20 different looks as per questions answered by the patron. Consultants, in-house stylists and style recommendation apps provide personalised style recommendations to consumers.

Customers can choose the style by category, colour, patterns, fabric, and move on to the full length 'Virtual Trial Mirror' where the shirts, tees or trousers selected, can be virtually previewed on themselves without stepping into a physical trial room. The store has a 'Style Simulator' room, where shoppers can try on outfits for the day/night/evening wear, with an option to create the right mood by turning on music that matches the occasion, for which the apparel is being bought.

Madura has partnered with Singapore-based design studio FITCH and Delhi-based Experiential Design Lab for developing the store. (SH)

Fibre2Fashion News Desk – India

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