From furniture to clothes, brands pitch experiences to attract millennial

Brands are interpreting the millennial rush for experience in different ways. Some see it as a need to entertain the customer, others look to align the brand to specific tastes and expectations

What does it take to sell clothes, mobile phones, furniture, bikes, cars and all else to millennial customers? Engaging them with the right experience say brand custodians at Fab India, Royal Enfield, Pepperfry, One Plus, RedMi and many others. Over the past year and more, several brands have experimented with their retail outlets or opened up new ones to serve up a range of experiences—café, wellness centres, children’s playrooms, reading corners and what have you—apart from their core offering. The brand promise, they say, is increasingly about values and emotional connections as much as it is about a product or