Fashion bars

Clothing brand Provogue to replicate its Mumbai lounge bar model in other cities

Nikhil Chaturvedi

When Acme Clothing managing director Nikhil Chaturvedi unveiled his first Provogue Lounge in Central Mumbai in July 2003, he had no clue that the retail store cum lounge bar would be such a big hit.

One and a half years later, Chaturvedi is ready to spread wings and open Provogue Lounges in Bangalore, Chennai, Delhi, Hyderabad and Kolkata.

He admits that a couple of international brands inspired him to set up the bar-cum-store for Acme's six-year-old fashion brand Provogue.

"If Prada can have a bar and Armani its cafe beside what it sells, I thought why not have something similar in India," he says, and the Provogue Lounge concept was born.

Chaturvedi invested Rs 1 crore in setting up the first lounge bar in Mumbai in the reclaimed Phoenix Mill land which is also the address to fashion stores such as Lifestyle, Pantaloons and Ritu Kumar.

He learnt the art of managing the bar too as his experience was limited to the garments trade. He and his brother Salil Chaturvedi launched Provogue in 1999  and nurtured it, while  elder brother  looked  after the Rs 100 crore export company.

Initially, the idea was to set up a quiet lounge with  seating for 45. "But the plan was altered midway and the place was turned into a full-fledged bar," says Chaturvedi.

Provogue studio stands in a 2000 sq. feet area and looks like a clothes  store during the day with  shirts on display in well-lit surroundings and Provogue's brand ambassador Fardeen Khan staring  back from big posters.

The place changes colours by night. Dark setting, dim lights, music, food and drinks complete the  lounge atmosphere. On the first floor, the  DJ belts out club numbers ""  in English and in Hindi and the display props double as bar stools.

With an entry  fee of Rs 500 for a couple before 11 pm and Rs 1,000 post 11 pm, the place is packed on weekdays with a turnout of anywhere between 200 and 300 people. On weekends, it is a stampede at 550.

Commenting on how the bar has helped the brand, Chaturvedi says: "Branding is all about personality and experience. I want visitors to take back the Provogue experience which cannot be purchased."

Adds Gibson G Vedamani, CEO Retailers Association of India: "The lounge bar concept is innovative and has been succesful in carrying the message of the brand to the target audience. It gives Provogue a platform to launch its future trends and line."

But does the bar push sales of the clothing brand?  Chaturvedi admits that the bar business is becoming bigger than the clothes business. "It is helping the company take care of the overhead costs."

The lounge is also popular with  companies hosting  youth-oriented events. Reliance, Sahara and Tata have been its clients. So will Chaturvedi give up the apparel business for the bars?  The answer is no. The brand will continue though he may invest bigger money into more lounges.

Provogue may have been the first brand to introduce the concept of "fashion store by day and bar by night" in India, but what if the others follow?

"A brand should have the width to accommodate an experience. It is not easy. Today, Provogue is perceived as a brand associated with famous people with trendy lifestyle and an attitude to flaunt. How many brands can boast such association," he asks.

Provogue will be driven by celebrities who epitomise attitude, he says. In the Rs 5,000 crore branded apparel  market, Provogue competes with brands like Colour Plus, Indigo Nation and Scullers.

Chaturvedi believes that the future lies in experiential marketing and Disney is the best example of how a company can create a market out of experience. He nurses  similar ambitions.

Once Provogue Lounges open across the country, Chaturvedi plans to start Club Provogue. This would offer a membership of the lounge bars which would entitle the members to have special benefits wherever the Provogue Lounge exists.

He wants to create the Provogue experience and is willing to do whatever it takes it to do it. "Ultimately, we are here to make money; if Provogue lounges sell, what stops me from creating this experience," he says.