IMPRESSIONS from a Cross-section

Dinaz Madhukar
Dinaz Madhukar
Senior Vice President and Mall Head
DLF Emporio and DLF Promenade

‘Each event and promotion is planned out keeping in mind the business of the brands’

Company Details

Business Area:
Retail - fashion mall
Export Capabilities:
No. of floors - 3, Total area - 4.6 lacs sq feet


How do you see the competition from e-stores? What is the marketing strategy that you follow?

E-stores did put up a great show this year, but DLF Promenade keeps itself in the eye of the consumer with its 360-degree approach to entertainment.  We continuously come up with activities that ensures that the mall provides a great mix of shoppertainment.  We make every festival memorable, not only for the mall patrons, but also for the tenants. While the decor inside the mall acts as a visual treat for customers, the tenants witness an increase in shopping due to the smartly planned shopping-led marketing strategy. DLF Promenade rolls out a robust all year round marketing calendar. Each event and promotion is planned out keeping in mind the business of the brands.

DLF Promenade is a fashion forward mall positioned as "The next moment of fashion". Hence special attention is given to premium fashion brands, while chalking out the brand mix.  The mall houses an eclectic mix of fashion brands that include its fashion anchor Zara placed right in front of the main entry along with other fashion brands like Mango, Forever 21, Bebe, Promod, Marks & Spencer, Fcuk, Armani Jeans -- all situated on the ground floor. Almost every fashion brand inside the mall has witnessed growth. Approximately 55 per cent of the mall houses apparel brands. Being a fashion mall, all marketing activities are targeted towards the mall target group so that the mall receives the right kind of footfalls and conversions.

Published on: 20/01/2015

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.

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