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Pashma Arte: Each scarf is hung from a wall and displayed like a canvas |
INDIA. Fast-growing luxury accessories brand Pashma unveiled its latest retail concept for scarves at the 2010 TFWA World Exhibition in October.
Pashma Arte seeks to present scarves as an artistic statement in themselves, the company said, displaying them as expressions of craftsmanship.
Each scarf is presented in a gallery-like setting that tells the story behind each one. Using specially designed fixtures, each scarf is hung from a wall and displayed like a canvas in a brightly lit space. Product tags and booklets inform consumers about the artistic inspirations behind the products.
“By virtue of presenting a gallery-like outlook, the Pashma Arte store requires a wide width wall with minimum depth that creates the potential of using corridors or open spaces within a development and transforming them into visually arresting and profitable spaces. It lends itself both as a speciality boutique or a shop-in-shop in a duty free space,” said Pashma Vice President Marketing Deepti Kumar.
With cashmere as its mainstay, Pashma Arte also features silk, linen and cotton fabrics to create a varied offering to consumers worldwide, Kumar said. Drawing on the rich textile traditions of spinning, weaving, dyeing and printing, the company has created a myriad of textures, graphics and motifs inspired from art movements as diverse as Persian kilims, Japanese Haikoo poetry, art deco, Rennaisance motifs and even pop-art.
Pashma Arte is being introduced in Sunrise Duty Free’s store at Beijing Capital Airport. A stand-alone store in Tokyo is scheduled to open by January 2011 and the concept is expected to roll out across 10 stores by the end of 2011.
In November 2010, Pashma unveiled a gondola at World Duty Free across six UK airports, including London Heathrow.
The brand’s inflight listings include Lufthansa, Swiss, British Airways, KLM, Singapore Airlines, American Airlines, Eva Air, Alitalia and Virgin Atlantic, with an upcoming debut listing on Air France from January 2011.
About Pashma
Pashma is a luxury brand offering a range of scarves and clothing made from precious fibres such as cashmere and silk. It is sold at over 1,200 multi-brand retailers and two stand-alone stores in Mumbai Airport and New Delhi. Pashma’s rapidly growing travel retail presence spans over 40 points of sale that include Dubai Duty Free, Amsterdam Schiphol with Gerzon, Nuance-Watson (Asia), New York JFK with International Shoppes, and Tokyo Narita with ANA Trading.
For details, contact Deepti Kumar, Vice President Marketing, Pashma, at deepti.kumar@pashma.com or its travel retail agent Richard McGratty, McG Consultants Ltd, at e-mail mcgratty@mcg-consultants.co.uk
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