Fastrack has revamped its flagship store on Velachery Road. The store is an effort to give customers an exclusive brand experience. It boasts a new format of retail experience with unconventional interiors and display designs.
Bags hang from severed hands dropped from the ceiling while wallets are placed in suspended bird cages. A neon renovated refrigerator houses various accessories like a cabinet and is used as a central visual merchandising element.
Speaking at the launch, Hemal Panchamia, Marketing Head – Fastrack, Watches Division,Titan Company Limited, said, “Fastrack’s new retail identity is a highly innovative and engaging format keeping customer experience at the heart of the concept”.
Talking about the present retail trend, he said the company aimed at providing a unique buying experience to consumers. “Retail is a make or break platform and it needs to be a representation of your overarching brand identity. To us, product showcasing is very important. At the risk of defying traditional norms of retailing, we have now managed to translate the irreverence of the brand into a physical space,” he said. The iconic youth fashion brand has 155 stores across 74 metros, major cities and towns in India.