Todays Agenda - AZORTE

As a 5ft11 tall girlie, I have a hard time finding pants that fit my legs (that do not cost me selling an arm and said leg). That said, I have found a saviour in AZORTE - Reliance's new entry in the dogfight that is the Indian Retail Market. 

What is AZORTE?

AZORTE is a mid-premium apparel specialty store, with a vision to merge international fashion trends with the unique preferences of Indian consumers. The brand takes inspiration from global street styles, offering collections that feel fresh, chic, and relevant.  AZORTE caters to the Indian tastes without compromising on quality. It caters to the fashion forward who don't want to break the bank to look their best.

AZORTE targets urban millennial and Gen Z consumers who perceive fashion as a mode of self-expression. They offer collections that are stylish, versatile, and affordable because such consumers are informed, aware of trends, and enthusiastic about making the right wardrobe choices related to their lives and beliefs.

To review the store I made my way to the branch at the Nexus Seawoods Mall in Navi Mumbai, and I have already shopped there once at the Pune branch in The Pavilion Mall. I found both stores to be consistent in both the store layout, as well as the pieces presented.

What’s in Store?

AZORTE’s product range is as versatile as it is stylish, catering to a wide audience with diverse needs. Here’s a snapshot of what you can expect to find:

1. Apparel:

   • Casualwear: Perfect for laid-back outings, offers trendy t-shirts, jeans, skirts, and athleisure pieces.
   • Workwear: Sleek blazers, tailored trousers, and chic dresses designed for a polished office look.
   • Partywear: Sparkling tops, statement dresses, and sharp suits to help you shine at any event.

2. Footwear: 

   From classic loafers and pumps to on-trend sneakers and strappy heels, the footwear collection is stylish and functional. (My only qualm is they don't keep women's strappy heels and sandals in my size :( although, to be fair no one does )

3. Accessories:

   • Bags: A mix of structured handbags, slouchy totes, and compact clutches.
   • Jewelry: Minimalist earrings, chunky necklaces, and bold bracelets to complement every outfit.
   • Belts and Scarves: Trendy yet functional accessories to add the finishing touch to your look.

4. Seasonal Collections:

   AZORTE keeps its inventory fresh by introducing seasonal collections. Whether it’s cozy knitwear for winter or breezy cottons for summer, you’ll always find the right look for the weather. (LOVE this jacket coat from the new winter collection)

5. Sustainable Picks:

   True to its commitment to eco-conscious fashion, AZORTE offers a growing range of sustainable items made from recycled or responsibly sourced materials. The entire Proearth section is just for sustainable fashion.

Brands Under AZORTE

ALTHEORY - Casuals and Athleisure (leaning towards Men's Fashion)

OUTRYT - Casuals and Workwear (leaning towards Women's Fashion)

Proearth - Sustainable Fashion (Sustainable, simple, ethical fashion made from organic and recycled raw material)

SVRNAA - Fusion Wear (Contemporary ethnic and fusion wear for women)

WotNot - Kid's Wear

  

 

What Makes it Different?

Innovative Store Formats: AZORTE stores are designed to improve the shopping experience with the help of technology. The stores feature digital interfaces, smart fitting rooms, and an omnichannel approach to shopping, allowing customers to browse and shop both online (through AJIO) and offline in stores.

Tech-Driven Personalization: One of the unique features of AZORTE stores is the use of AI-driven recommendations. With personalized suggestions and digital touchpoints, the brand ensures a customized shopping experience that resonates with tech-savvy consumers. 

Sustainability at Its Core: As sustainability becomes a significant consideration in fashion, AZORTE is stepping up with eco-conscious initiatives. From using sustainable materials to promoting responsible production practices, the brand is committed to reducing its environmental impact. Additionally, AZORTE works with local artisans to preserve traditional craftsmanship while supporting community economies. This approach not only creates unique pieces that reflect cultural heritage but also empowers skilled labourers by providing them with opportunities within the global fashion market

Sizing: AZORTE has multiple size options, with a special feature being the different waist and length sizes. You can get a 32 waist in both 81cm length and 84cm length. This shows their inclination towards inclusivity.

 

The Shopping Experience

Shopping at AZORTE is a luxurious experience with all your needs being catered to from the moment you enter the store. Be it with the store staff who assist at a moment's call, or the tech savvy features that make the shopping experience. Some of their key features are:

Dynamic Window Displays

AZORTE's store windows are visual feasts-featuring bold and thematic displays through seasons and fashion trends-change that capture the eye, not only highlighting key collections but also tell a consistent story. The front of the stores is always highly decorated to attract customers. Using big arches, bright lights, and colourful screens, all brought together by the turquoise of the brand logo is extremely eye-catching to passers-by.

Technology

AZORTE's visual merchandising exhibit utilizes technology significantly. There are digital screens that show inspirations based on fashion, style guides, and information about the latest releases. It creates a futuristic feel and maintains customer interest. There is feature of Scan, Pay, Go; where customers can opt for self-checkout by just scanning a QRCode,

paying for the item and walking right out of the store. They can also scan items to order online through AJIO if their current size is out of stock.

Dressing Rooms

AZORTE has by far the best dressing rooms I have seen in a retail store.  The spacious cubicles so that you don't hit your hands on the ceiling or walls every time you change, and the ring light around the mirror which have options for warm and cool lighting, separate it from other stores. There is ample space for seating outside the cubicles (for long lines and disgruntled husbands and fathers). 

They also have Smart Dressing Rooms with LED Screens that recognise the items of clothing brought into the cubicle through sensors on the tags. the screen then displays the details of the items, along with other options you may like.  If you want a different size, or piece altogether, you can request it via the screen and it will be brought to you.

 

Layout

The store has an open plan with each Brand having its own unique display.  The store is vaguely categorized into the men's section on one side, women's on the other, and kid's at the back. However there is no fixed sections with each section flowing into the other, with the only concrete sections being the trial rooms. There also an extra seating area/sofa in the centre of the room. There are multiple mirrors placed throughout the space, as well as 2-3 self checkout counters at different spots.

  

Customer Service: The Sales Rep at the store are available to cater to all requirements at a drop's notice. For the entire 30 minutes I was there, there was someone to help me all throughout the process. They also did alterations in store free-of-charge for minute fitting changes I required. They were happy to be interviewed for this blog and knew a good amount about the store they were working for.

Trend Analysis

When compared to WGSN's 2024 VM & Store Design Trend Forecasts, AZORTE seems quite in line with these forecasts. Elements of Digital Daydream, Healing Design, Style Mixing, and Makeshift Agility is seen in store.

When comparing trendiness of the products, there was a split in the correlation with 2024 trend predictions. While certain overall macro trends like sustainability, as well as colour trends of peaches, pinks, and reds were being followed, a large part of the collection were older trends, that are now on the decline internationally. Comparing their collection to a big international retailer H&M, 2024 A/W predictions of checks an knits were seen in H&M, whereas AZORTE had quilted jackets, which are currently on the decline internationally. However, both had similar Formal/Work Wear pieces, which were in compliance to trend predictions. 

AZORTE has a mix of garments both in trend internationally as well as in trend in common India (not the fashion forward). When compared to big Indian retailers like MAX and Lifestyle, AZORTE is ahead fashion-wise. However, it still falls behind beside big international retailers.

What I Would Change

Nobody's perfect (though I do come real close). There are a couple things I would change about AZORTE, one being the addition of signs and clearer sections. Though visually appealing, the open plan layout is a little hard to navigate and can often get confusing when you have to go around trying to look for a garment that you saw but can't remember where.

Another change would be the inclusion of plus sizes. Though they do have a good size range, they tend to lean towards skinny, and that excludes an entire group of people. 

My last change would be to add more choices that are internationally popular. Their collection is catered to the Indian masses but can sometimes seem a little, as you say on Instagram, "chapri", or slightly outdated (*ahem* I saw 3 different styles of ripped jeans which was 2 too many) which goes against their aim of keeping up with global brands. This is specific only to the western wear, their ethnic and fusion collections are much more trendy.

   

Ratings

Overall I quite like the store. Of all the brands I liked the SVRNAA collection the most with Indo-Western taking up a big part of my wardrobe. This collection seemed fresh and unique. The unique experience of their in store shopping makes me want to go there rather than shop online. Oh! and they have great sales.

AZORTE gets 4/5 stars from me and I would definitely visit again.

References

https://www.ril.com/about/products-brands https://www.ajio.com/shop/azorte Persons spoken to in-store - Anuj and Ejaj  Pictures - taken by me  Brand logos from Reliance website In frame - Anuj