IndiaRetailBiz

Big Bazaar, the value hypermarket chain of Kishore Biyani owned Future Group, has created a sub-brand called ‘Fashion @ Big Bazaar’ to focus on selling apparel in fashion segment.

M S. Dhoni, India’s cricket captain for T20 and ODI formats, has also been roped in by Big Bazaar to promote its fashion business. In fact, he has already appeared in promotional TV advertisements.

This strategic shift, according to a BS report, will help the value retailer to increase its revenues from apparel business to as much as 40% in two years and up to 50% within five years. Currently, apparel business accounts for 30% of the total business. Food retailing, which is mainstay of Big Bazaar’s current business, accoints for 40% of the value chain’s business.

“We will focus on apparel as the margins here is as high as 35% compared to food retailing business where margins are probably 12%,” said Amit Kumar, chief at Fashion @ Big Bazaar.

Big Bazaar is also going in for a layout and display makeover by allocating more space for fashion products. Currently, apparel products occupy 35% of total space.

Big Bazaar will rearrange its apparel and fashion merchandise section in stores in terms of design, layout and elbow space. This while ensuring better product display will also take into account consumer buying habits and convenience.

The retail chain is also looking at introducing clothes under new private labels. There are presently 12 private labels including DJ&C and Knighthood.

The apparel section at the stores is also going to become more colourful. This while helping to create differentiation, will also help in including more product categories.