Nadu, Andhra Pradesh
Uttar Pradesh, Himachal
Pradesh in North India, Assam, Bengal,
Sikkim in East India
& Beauty Go
clothing, a new development in Chandigarh
by Sunil Sharma
Concept clothing is the new thing in Chandigarh. Three entrepreneurs
got together and set up an outlet called 'Emerge' in, which
a unique ambience has been created to attract new-age customers.
It's a new concept store selling garments of well-known international
brands. The store in Chandigarh's Sector 10 looks like a `garage',
but is successfully attracting customers with its `different'
look. The idea is not to place clothes on shelves but to have
an unusual display. Designed by Karan Sharma and Anjit, the
outlet is a hit among the youngsters. "We have tried to give
such kind of an ambience which can actually give good feel that
all the clothing brands now have become very monotonous. So,
we have tried to give some kind of different experience in the
whole thing. We play loud music in the store," said Karan Sharma,
owner. Chandigarh has a huge appetite for international brands
sold at these concept stores. With the arrival of IT professionals
in the region, the demand for designer clothing, shoes and other
accessories has gone up. On weekends, the store is jam-packed.
Concept clothing outlets are a new development in Chandigarh,
and are trying to tap the growing market by offering a unique
shopping experience to young people. "It's a different store.
Its quite comfortable and the people are also quite friendly,"
said Tanya, a customer. Purushottam Manchanda, another customer
said, "The concept is very good. I have not seen it anywhere
before. In their interiors decoration, they have designed actual
street in the store. I liked it very much." Since its inception
a year ago, 'Emerge' has become extremely popular. Besides clothing,
it has a collection of accessories like telephone instrument
in form of lips, posters of legends and icons and different
knick-knacks. After its success in Chandigarh, a similar store
was recently opened in Jalandhar. By 2010, 'Emerge' plans to
have eight to ten stores in different parts of north India.