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The Style Quotient at All That Jazz

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Set up by Orissa-based Jas Group, All that Jazz (ATJ) is India’s first experiential multi-brand retail store concept. ATJ stores house international casual, lifestyle, and sports fashion and lifestyle brands. With labels like CK, Levis, FCUK, CAT, Jack and Jones, Veromoda, Only, Pieces, W, Sisiley, United Colours of Benetton, US Polo, Caterpillar, Wrangler, Nike, Puma, Manchester United, Anita Dongre, Being Human, and Global Desi in the offing, they are the one stop shopping destination for all fashionistas wanting to jazz up their style quotient.

Sharing the USP of the concept, Shamsher Singh Hura, CEO, All That Jazz says: “All That Jazz has a DNA of its own and it is different from other concepts available in the market. At ATJ, we deal only in the best of the global brands across categories. We don’t sell just products but the experience! We have created a relaxed shopping ambience with contemporary elegance at our stores by blending elements of hospitality and retail wherein the customers (or the guests as we like to call them) can decide what to pick, whilst enjoying a cup of tea or coffee, from a wide ranging merchandise including apparels, footwear, accessories, jewellery, perfumes, watches, sunglasses, etc.”

Tapping the growing fashion consumption in emerging market like Orissa, ATJ primarily caters to the age group of 16 to 35.  It sells luxury labels which are carefully selected to ensure that they are aspirational yet affordable.  “Having a brand mix that serves the needs of aspirational young consumers who are value conscious rather than price conscious has made All That Jazz a brand to reckon with. We have brought in brands like Jack and Jones, Veromoda, Swarovski, Prada, Bvlgari, Gucci, etc which were not previously available in the entire region of Orissa, Jharkhand, Chhattisgarh, and Bihar. Also, we are the first SIS partner for Caterpillar brand in the country,” said Hura.

Besides assorted brand portfolio; presentation, visual merchandising initiatives, and customer-friendly service are also the major attractions for visitors at ATJ outlets.  The customers are welcomed as individuals with their own style and personality and every detail and element of the presentation is designed to convey an atmosphere of independence. Enhanced displays with a “clarity of presentation” enable them to appreciate the looks proposed, and to choose their colour and size quickly and easily. Parents with kids are provided with nanny services to make shopping a fun-filled experience. Also, each customer with shopping bag is escorted by the fashion sales consultant. Hura asserts that the concept is a  fusion of hospitality and retail with the focus on giving a retail spa experience to the shoppers.

All That Jazz presently operates four stores covering a total retail space of 27,000 sq.ft. in Orissa at Puri, Janpath, and Patia. The retailer added another feather in its cap when it was awarded “Rising Powerbrand” status at Las Vegas, USA in June 2013. All set to expand its presence across Eastern India with focus on the state capitals such as Ranchi, Raipur, Patna, and Kolkota, it also plans to reach out pan India.

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