Lee opened a boutique store in Greater Kailash, Delhi targeting the elite Lady shoppers. This store conveys an uppity attitude and celebrates snobbery right from its diamond studded signage to store interiors with modern furniture, plasma television and foot massagers.
The Lee store in Bangalore is all about Vintage meets contemporary and the Pune store is all about Youth. The Ahmadabad store will be pitched as Buddy Lee.
Mr. Jain, Business Head, Lee said,
Concept stores give consumers a complete brand experience and convey the values and lifestyle imagery of the brand. These large concept stores bring all the images of the brand unlike large retail outlets which just stock and sell our products.
Lee in India is in venture with VF Arvind Brands which is on a big revamp of its retailing strategy. Lee had also tried Bluecast Mobile Marketing in India earlier this year.