woman fashion

Crawford market is where bargain hunters go for everything and the shops around it are full of goods that one desires. It’s considered the best shopping hub in Mumbai. So when Roopam opened in 1979, it was a small 500 sq ft shop selling assorted clothing. In 2010, Roopam is a huge multi storey building offering everything to the customers. Viren Shah, the brain behind the rise of Roopam bought the adjoining buildings to enlarge it from a product offering of garments to include toys, jewellery, household items, fragrances, consumer durables, turning the store into one of the largest in south Mumbai turning.In 1989, a young bright designer with a stylish name Rocky S was launched by Roopam. Rocky S created the store’s collection for the ad campaigns which were shot in Sun City, London, Bali and Mauritius. In 2004, Roopam added a classy well designed section called Ramp and Rack to promote designer labels and had Neeta Lulla’s collection. “Right now we have fresh student designers creating collections as well as buying from suppliers. Our customer profile has changed since the items have increased to middle and upper middle and the high class. Our customers are traditional orthodox, as well as the fashion conscious.”The mail order business is an extra service Roopam has around India and the world. Orders can be placed online and delivery is assured within 24 hours. Creating the right ambience has proved important to the stores with décor, staff, and after sales service like exchange, money back, home delivery and custom tailoring. Salesmanship is important since customers need to be shown hundreds of garments before they like one.Roopam also prefers to steer clear of inhouse labels. “It means extra investment as it has to be promoted. Roopam itself is a good brand, so why not cash on it,” he feels. When it comes to housing international labels, the store follows a cautious approach. “India is not an easy market and many foreign brands have failed. Indian stores will survive since they know the Indian market, tastes and consumer. If foreign brands think dumping into India is the answer, when they are not doing well abroad, then it’s a mistake,” Shah declares confidently.Although Shah is very excited about various aspects of expansion, he is cautious at the same time, not wanting to rush in like his competitors. FDI could be considered if it is mutually advantageous. “In this competitive world we have to innovate and take risks to survive. I am planning a 3,000-4,000 sq ft format of Roopam’s traditional wear outlet for franchising as well as for malls to spread the name,” he says.“Malls are competition because they affect the number of people entering our store for a particular product but for our traditional and trousseau wear it will not affect us. If we open in a mall, it will have to be a 3,000 sq ft store,” admits Shah.Crawford market is where bargain hunters go for everything and the shops around it are full of goods that one desires. It’s considered the best shopping hub in Mumbai. So when Roopam opened in 1979, it was a small 500 sq ft shop selling assorted clothing. In 2010, Roopam is a huge multi storey building offering everything to the customers. Viren Shah, the brain behind the rise of Roopam bought the adjoining buildings to enlarge it from a product offering of garments to include toys, jewellery, household items, fragrances, consumer durables, turning the store into one of the largest in south Mumbai turning.In 1989, a young bright designer with a stylish name Rocky S was launched by Roopam. Rocky S created the store’s collection for the ad campaigns which were shot in Sun City, London, Bali and Mauritius. In 2004, Roopam added a classy well designed section called Ramp and Rack to promote designer labels and had Neeta Lulla’s collection. “Right now we have fresh student designers creating collections as well as buying from suppliers. Our customer profile has changed since the items have increased to middle and upper middle and the high class. Our customers are traditional orthodox, as well as the fashion conscious.”The mail order business is an extra service Roopam has around India and the world. Orders can be placed online and delivery is assured within 24 hours. Creating the right ambience has proved important to the stores with décor, staff, and after sales service like exchange, money back, home delivery and custom tailoring. Salesmanship is important since customers need to be shown hundreds of garments before they like one.Roopam also prefers to steer clear of inhouse labels. “It means extra investment as it has to be promoted. Roopam itself is a good brand, so why not cash on it,” he feels. When it comes to housing international labels, the store follows a cautious approach. “India is not an easy market and many foreign brands have failed. Indian stores will survive since they know the Indian market, tastes and consumer. If foreign brands think dumping into India is the answer, when they are not doing well abroad, then it’s a mistake,” Shah declares confidently.Although Shah is very excited about various aspects of expansion, he is cautious at the same time, not wanting to rush in like his competitors. FDI could be considered if it is mutually advantageous. “In this competitive world we have to innovate and take risks to survive. I am planning a 3,000-4,000 sq ft format of Roopam’s traditional wear outlet for franchising as well as for malls to spread the name,” he says.“Malls are competition because they affect the number of people entering our store for a particular product but for our traditional and trousseau wear it will not affect us. If we open in a mall, it will have to be a 3,000 sq ft store,” admits Shah.