First look: BCBG Max Azria store

The American label, BCBG Max Azria, opens its first flagship store in Delhi today. We caught up with Sophie Rietdyk (President, International & Licensing), who gave us a visual tour. “You want the customer experience to be the same anywhere in the world, which is why we have a three-tier layout,” she explains. “The front of the store has all the new pieces. As you move into the store you see the sportswear and accessories. Then at the back of the store we have all the dresses. Because a woman who’s trying on evening wear or cocktail dresses would typically want all her friends to weigh in, and will likely go back to the shelves to browse through the dresses – she doesn’t want to walk across the store with her bare feet!” All the colour in the store comes primarily from the clothes. The fittings, the background are all kept neutral, so that they don’t fight for attention. By September, we can expect another outpost in Mumbai. Now that you know, save up will you!