Who's the AM:PM customer?
Women of substance, who want to establish their presence effortlessly and discreetly. Elegant, sophisticated women who portray more than one role in their life and want to go through their day wearing something fashionable yet appropriate.
What's the AM:PM signature look? What are the key elements which define the look?
Our brand philosophy is comfortable elegance. We create garments that are impeccable in tailoring and cater to women who know how to embrace their feminity while still being relevant in a contemporary context.
Our primary focus in terms of design elements have always been prints and texture detailing. The label's aesthetic is a showcase of elegant simplicity which on further discovery brings to foray many subtle and surprising elements. We work on a definitive print story which teamed with the interesting nuances and easy silhouettes translate into signature AM:PM designs.
How's your Delhi customer different from Mumbai customer? How do you compare the styles of two cities?
The Bombay customer's style sensibility is easy and subtle in comparison to the Delhi customer, who is extremely fashion conscious and up to date with the trends. The Delhi costumer is constantly looking for options and hence tends to purchase more whereas the Bombay customer is more certain in terms of what they want.
The brand opened its first store in Mumbai at D7 nearly three years ago. Located in the tony Khar, it has consistently year-on-year seen a growing clientele, which includes repeat clientele, new customers, visiting NRIs and a surging number of women who aspire to buy and wear luxury designer clothing.
But due to Mumbai being spread out in a certain way, we noticed a lot of potential customers who're based in South Mumbai, not wanting to make the trip down towards Khar and hence we decided to open at Palladium, which is centrally located and eases customer access.
What have your been key learning about retail over the years?
The customers have certain aspirations which they look to satisfy through a brand. If your design philosophy and aesthetic satisfy a collective of those aspirations, the consumer is sure to choose you. As a label we ensure that the brand language is communicated every single time through our collections, our spaces, our visuals.
Once you have these basics in place, you're only left to make sure to be accessible to your discerning customers as easily as possible. Palladium is our fourth store in the country and we look forward to being available in all the major Indian cities in the next three years.
Also taking a step forward in this direction, we launched our online store AMPM.IN last month, where customers in over 170 countries can shop online and get our designs delivered to their doorstep! We definitely believe that in a world where time and space are fast becoming a luxury, online retail is where the future lies.