To draw in younger clients, Reliance Retail said it is updating Trends fashion outlets all over the country with modern and tech-enabled amenities like self-checkout counters and electronic shelf labelling. Around 150 Trends stores are being updated by Reliance Retail across the country with a new brand identity. According to the company, the stores will get a fresh look, from the exterior to the fittings, lighting, ceiling, and flooring, making them more enticing to customers.
Trends, the affordable fashion and lifestyle retailer with over 2,300 outlets in over 1,100 towns and cities throughout India, has inaugurated its first such store with a new brand identity in Surat, with several others on the way. All future Trends stores opened by Reliance Retail will be based on the new model, which may also include a designated space for local artists to showcase the city’s uniqueness. According to Akhilesh Prasad, President & CEO of Reliance Fashion & Lifestyle, consumers nowadays want new and different experiences.
“In our latest Trends store opened at VIP Road, Surat, we have introduced a brand new retail identity by incorporating several new-age tech interventions in the form of self-checkouts, electronic shelf labels, RFID-enablement and dual-sided cash tills,” said Prasad.
Furthermore, various global best practises for merchandising and product display have been applied, resulting in faster product discovery, he added. Reliance Retail’s apparel sales are heavily influenced by trends. It owns and runs over 4,000 fashion and retail stores, including Trends, Centro, Azorte, and Fashion Factory.
