Copyright © HT Digital Streams Limited All rights reserved. Come for the ‘baithak’, stay for the shopping: Why young fashion brands are turning to experiential retail Guests at the Gully Lab’s Baithak in London. Summary From workshops and talks to music performances and ‘baithaks’, fashion brands are taking a culture-first approach to building customer loyalty In early November, homegrown sneaker label Gully Labs hosted its first international Gully Labs Baithak at an art gallery in Camden, London—a far cry from the brand’s flagship store in Delhi’s Panchsheel Park. What was intended to be a “community hangout with a small diaspora crowd” drew more than 400 people—musicians, students, creatives and sneaker lovers. The London Baithak happened organically, say founders Arjun Singh and Animesh Mishra. Since opening their flagship store in September, Gully Labs has been offering their signature Baithak on a weekly or fortnightly basis. Intended as a space to talk, share ideas, debate, sing along or just sit with coffee, the shop hosted a mix of free and ticketed events, including a concert by musician Darzi and an open mic called Jamghat with Kommune. For a young label still cementing its place as a serious sneaker maker, positioning itself as a cool cultural curator helps it stand out. But it is not the only one taking this approach. Late last month in Bengaluru, around 80 people gathered at Kaash, a studio gallery housed in a heritage bungalow in the Langford Town neighborhood, for an evening that blended fashion, art, music and food. Titled Bandha, singer Bindhumalini Narayanaswamy performed a medley of classical and folk tunes along with the ongoing art show As Below So Above. The evening was hosted by RareFore, a cultural platform launched by Akshika Poddar, co-founder of Bengaluru-based fashion retail group, The House of Rare, which includes menswear, womenswear, kidswear and footwear. RareFore, Poddar says, began as a way to give shape to her longtime love of India’s performing and visual arts. She admits that it also brings the brand closer to customers. “You carry us through our labels, and now you can feel us through our events.” View full image Guests at Bandha hosted by RareFore. Young homegrown retail labels are harnessing the soft power of culture to build deeper connections with customers. “As shopping habits changed and retail became more experiential, we realized we didn’t just want a store – we wanted a cultural adda,” says Singh, referring to a popular Bengali/Hindi word used to describe people who come together to have relaxed conversations or passionate debates. At Pour Decisions, a monthly series hosted at the Gully Labs Baithak, participants are invited to talk about their workplace problems. Recently, the brand hosted an exclusive listening session of Bengaluru-based indie band Parvaaz’s unreleased album, Na Gul, Na Gulistan, at the store, followed by a virtual chat with the band members. For many consumers, this culture-first approach is more appealing than standard marketing. “People today are done with brands that engage in loud promotions or ‘in-your-face’ campaigns that tell you to ‘buy, buy, buy’,” says Shalika Sandeep, 28, a communications consultant in Bengaluru. “They want brands with personality and a capacity for storytelling.” A fashion enthusiast, Sandeep regularly attends these events with her friends. “We get to know them mainly through word of mouth. I like them because they are well planned and so aesthetically done,” she says, referring to a recent launch party organized by Levi’s. “They have partnered with an ice cream shop and a specialty coffee brand, so besides shopping you get to experience several things at once.” STORES AS STADIUMS In an era where 10-minute deliveries have made almost everything available at the snap of a finger, people are driven to seek out hyper-encompassing, communal experiences that make them feel like they belong. And fashion brands are responding to this need by turning their stores into dynamic performance arenas. Multi-brand sneaker and streetwear boutique VegNonVeg (VNV) is a prime example. “Every store we have has a strong component of a third space where people can come together,” says Abhineet Singh, who founded VNV in 2016 with Anand Ahuja and Emilia Bergmans. View Full Image A skater at VegNonVeg’s newly opened Hyderabad store. At their Delhi store, this takes the form of a thriving skate community (they skate outside the store and the brand also stocks skate products like shoes), weekend DJ sessions, vinyl workshops and an art space activated “purely for the love of the arts,” as Bergmans says. Their new Hyderabad store of 4,200 sq.ft. foot—their biggest yet—pushes the idea further. “The store is designed like a stage, so we can host film screenings, photo shoots, music performances and more,” adds Bergmans. The House of Angadi, a Bengaluru-based luxury textile label, hosted events at its Ashoka Pillar and Sadashiva Nagar stores long before “experiential retail” became a buzzword. “Before Instagram and TikTok, a brand could only express itself to customers through one-on-one connection and conversation, so we chose to use tools like talks, workshops and cultural events that align with our brand language to do that,” says Supria Radaraman, co-founder and group COO. While events in the initial years focused on talks and concerts, the brand now also offers workshops in horology, sari draping and perfume making along with wellness-oriented talks – an extension of the lifestyle products it sells alongside silk saris and textiles. Angadi hosts these events about twice a month, with publicity driven largely through WhatsApp and Instagram. View Full Image A Talk at The House of Angadi, Bengaluru At a quick glance, the biggest benefit of taking a culture-first approach is that it helps brands build an organic community from the ground up. “Every event of ours leads to new collaborations, micro-communities, creator encounters and conversations. Today, people don’t just want to buy; they want to belong,” notes Mishra. For Radaraman, authenticity is key as it “helps a brand differentiate itself from its competition. And for VNV’s Singh, it’s less about generating sales and more about “doing something for people that’s fun and creates a little buzz.” As these examples show, fashion stores are evolving into places where people can slow down, discover something new, and find community. “Today, nobody likes being told what to buy or wear,” says Sandeep. “This cultural route becomes a subtle way to entrench the brand in the customer’s mind so they buy willingly.” Get all the Business News, Market News, Breaking News Events and Latest News Updates on Live Mint. Download the Mint News app to get daily market updates. more topics #Luxury #luxury purchase #fashionmarket #fashionindustry #Kleinhandelindustry #Celebritymodes Read next story