Leading department store chain Lifestyle, part of the the Dubai-based USD 10 Bn Landmark Group celebrated its 100th store in style with prominent influencers and a bunch of interactive activities. The company entered India in 1999 with its first store in Chennai and expanded steadily over the past 25 years in the country. The department store boasts of an immaculate loyalty among its customers, with over 60% of its revenues coming from “Inner Circle”, one of India’s earliest and largest loyalty programs in Retail.
The grand celebration kicked off with an on-ground fashion-first event which at the popular Café Panama in Mumbai. Top influencers such as Aashna Shroff, Riya Jain, Aashna Hedge, Sobo Guys (Amaan and Armaan), Vipul Juneja, Rij Eappen, graced the occasion in exquisite Lifestyle outfits.
The event also showcased Lifestyle’s top 100 styles from its latest Spring-Summer’23 collection which received appreciation from the fashion enthusiasts in attendance. From theinstant Polaroid selfie mirror, to the hi-tech 360* camera, the attendees were in awe of the experience, sharing their common love for fashion.
Lifestyle created an AR-enabled interactive, unique game filter which encouraged users to put together a puzzle with the most popular products at Lifestyle in the fastest time, providing an immersive and engaging experience.
Lifestyle invited many of its partner brands such as Mamaearth, MyGlamm, Blackberrys Menswear, FreshMenu, Timex India, Jockey India, Yatra.com, etc. to participate in twitter banter with #IFeel100 hashtag. Participants shared what makes them feel their best at 100%.
On Instagram, Lifestyle invited customers to share their favourite Lifestyle moments using the hashtag #LifestyleFashionStories. Customers were encouraged to post pictures of themselves in Lifestyle outfits, or of their favourite lifestyle products that made it memorable for them.
To celebrate the milestone of launching 100 stores, Lifestyle is currently offering up to 30% discount on the hottest styles of the season till May 21st, 2023. Lifestyle brings multiple categories including men’s, women’s and kids’ apparel, footwear, handbags, fashion accessories, and beauty under the convenience of a single roof.
Lifestyle International (India) revenues for FY 22-23 was Rs. 7,806 Cr according to Capitaline, with a PAT of Rs. 269 Cr. The group, other than Lifestyle department stores, also runs Easy Buy, MAX Hyper – value fashion chains and Home Centre, the home improvement products retail chain.
Competitor chain Shoppers Stop currently operates 98 department stores across 52 cities in India. The company launched its first store at Andheri, Mumbai in 1991. Together, both the department store chains have led the fashion retail canvas in India over the past 2 decades.
From commencing with 20,000-30,000 sft stores, both chains increased their store sizes to >40,000 to gauge consumer response. In many cases, both chains also included Home Centre and Home Stop respectively within their premises, along with book stores and coffee shops.
Shoppers Stop shared a tribute video congratulating and cheering Lifestyle through a Linkedin post. In the 20-sec video, Shoppers Stop thanked Lifestyle for joining the fashion revolution in India, while also confirming that the former started it in 1991.
According to Apparel Resources, the fashion retail market size in India is estimated to be USD 93 Bn. Of this, less than 15% currently is being catered by organised players including e-commerce giants such as AJIO, Myntra as well as several D2C brands.