8 months ago
Fashion Brands Use Experiential Retail to Connect
Some cool fashion brands are doing more than just selling clothes and shoes.
They're hosting fun events like music concerts, art shows, and even coffee chats in their stores.
This makes people feel like they're part of a community and not just customers.
For example, a sneaker brand called Gully Labs has events where people can listen to music, debate, or just hang out.
Another brand, RareFore, combines fashion with art and music in special events.
Even big brands like Levi's are doing this by teaming up with ice cream and coffee shops to make shopping more fun.
People like these events because they're different from the usual ads telling you to buy stuff.
They want brands that tell stories and have personality.
So, instead of just buying things, people can now enjoy experiences and feel like they belong.
Gully Labs hosted its first international 'Baithak' in London, drawing over 400 people.
RareFore blended fashion, art, music, and food in Bengaluru's 'Bandha' event.
VegNonVeg transforms stores into community spaces with dynamic performance arenas.
Consumers prefer brands with personality and storytelling over loud promotions.
Experiential retail events include music concerts, art shows, and coffee chats.
- Who
- Young fashion brands like Gully Labs, RareFore, and VegNonVeg.
- What
- Hosting experiential retail events to connect with customers.
- Where
- In stores and cultural spaces like art galleries and heritage bungalows.
- When
- Events are held weekly, bi-weekly, or as special occasions.
- Why
- To build deeper connections with customers through cultural experiences.
Key facts
- Gully Labs
- Homegrown sneaker label hosting cultural events in Delhi and London.
- RareFore
- Cultural platform by The House of Rare, blending fashion and arts.
- VegNonVeg
- Multi-brand sneaker boutique with community-focused store designs.
- Baithak
- Gully Labs' community hangout events with music, debates, and more.
- Bandha
- RareFore's event combining fashion, art, music, and food in Bengaluru.
- Pour Decisions
- Gully Labs' monthly series for workplace venting and jokes.
- Na Gul, Na Gulistan
- Exclusive listening session of Parvaaz's unreleased album at Gully Labs.
Quotes
Arjun Singh
Co-founder of Gully Labs
“As shopping habits changed and retail became more experiential, we realised we didn’t just want a store—we wanted a cultural adda.”
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Akshika Poddar
Co-founder of The House of Rare and founder of RareFore
“You wear us through our labels, and now you can feel us through our events.”
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Shalika Sandeep
Communication consultant and fashion enthusiast
“People today are done with brands that engage in loud promotions or ‘in-your-face’ campaigns telling you to ‘buy, buy, buy’. They want brands with personality and a capacity for storytelling.”
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Abhineet Singh
Co-founder of VegNonVeg (VNV)
“Every store that we have has a strong component of a third space where people can come together.”
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