Bangalore-based Peakok Jewellery, which owns the Carbon brand of fashion accessories and jewellery, opened its first exclusive store at Forum Mall in Bangalore on Sunday. With this Carbon made a major move in its marketing and distribution strategy. Earlier the group was selling its products only in multi-brand stores such as Shoppers' Stop, Lifestyle, Bombay Stores and Ebony among others. The brand has 38 in-shop outlets in 12 cities.
Carbon is adopting a two-pronged strategy to expand its presence and increase sales. "We believe that shop-in-shop marketing approach is good for a brand to make its presence felt but we felt the need for company-owned franchise outlets to give our customers a 'Carbon experience' in totality," Mahesh Rao, Director, Carbon told exchange4media, while responding to the urge for launching own franchise outlets, despite a shelf presence in big retail houses.
Elaborating on the concept of the exclusive store, Rao said, "Carbon fashion accessories are designed for women and men who look for elevating their sense of style. Carbon has seen itself along the years as a style elevator, as a provocative alliance, as the answer to one's aspirational needs. So Carbon's exclusive store shall initiate towards this vision of fashion."
Underlining the reason for choosing Bangalore, Rao said, "Bangalore is emerging as the fashion capital of India. For the retail strategy cell at Carbon, Bangalore emerged as the first choice given its large market and aspiring fashion accessory customers."
Sharing the expansion plans, he said, "We plan to open three more such outlets by March 05. Mumbai, Pune and Hyderabad are next in our list for opening the exclusive stores. Delhi has a huge market for such a category but we need to work out logistics and distribution for it." He, however, declined to speak on the brand's advertising and marketing budgets.
Established in 1996, Carbon launched its first fashion accessory collection 'Venus' at the first shop-in-shop module in Shoppers Stop, Bangalore. In the six years, Carbon launched over 12 more collections like Bauhaus, inspired by the German design revolution of the same name, White Gold and Mystique among others.