STORE IN, AD OUT (lifestyle apparel brands have begun to pare advertising spend).

(From India Business Insight)

Lifestyle apparel brands have begun to pare advertising spend significantly.

Apparel brands are now going in for retail-led brand building with a sprawling flagship store on a high Street or in a mall, which provides the best billboard. This is the international trend that took the Spanish clothes brand Zara to the top. Madura Garments, which has brands like Van Heusen, Louis Philippe and Alan Solly, has opened a 7,000 sq ft Van Heusen flagship store at Connaught Place in New Delhi. The investment on interiors at this store is Rs1.35 crore. This was followed by a 5,000 sq ft store for Louis Philippe at Bandra in Mumbai. With …