Flea markets, farmers’ markets, pop-ups, trunk shows... retail in the city is experimenting with new ways to shop. In a market now easy with disruptive online retail, conventionality is a definite bygone. The haggle over authenticity and the quality of inventory in cyber shops as against the fun quotient and the tactile experience of physical stores is a debate closed and pushed on the shelf. These new fangled ways that include entertainment, food and games, are bringing in a breath of fresh air into buying and selling. Shop till you drop has just got better.
Bhavya Mathew and Leah David held their first flea market, On Flea.K, in Cochin Gymkhana in February this year to results that have left them surprised. Charmed by the concept of ‘Dilli Haat’, a government-run enterprise in New Delhi, a traditional crafts bazaar and food plaza, the women planned something on those lines. “It is not like flea markets abroad that sell second hand goods because the concept does not work here; we focus on the high-end market,” says Bhavya who has expanded their team to include two others.
Bhavya says that breaking into a conventional retail market, like the one existing in the city, was tough and that the concept is still new and unfamiliar. Yet, the response they received in their maiden outing, a two-day affair, 4,000 footfalls, left her amazed.
Homemade products
Flea markets commonly retail table, stall or shelf space to vendors to exhibit their products over one to two days, the event peppered with music and entertainment. “It is aimed as an outing for the family,”says Kevin Varghese who held Flea Market Kochi in April this year at Highway Gardens. A two-day event it garnered 6,000-odd footfalls. “We emphasised handmade things and there were many exhibitors from Bangalore,” says Kevin, an engineering student. He is assisted in his entrepreneurial venture by brother Arun, a Qualitative Analyser with Cisco in Bangalore.
Both the flea markets had enlivened the shopping experience with music shows and performances. Hannah and her trio, a band from Bangalore, played at On Flea.K and stand-up comics Vinay Menon and Nikhil Paul performed in stand-up acts. Stalls with festive foods, party fare-like live stations, barbecues, dessert stalls, healthy cakes, innovative juice counters and hip eats—rolls and wraps—added a carnival mood . “This is the feel we want to create, you can shop, eat, play games and enjoy good performances,” says Bhavya. Adding to the music of Chronicle Trust, a local band, Kevin organised a painting workshop for kids at his event.
Kevin, who was inspired by the flea market at Anjuna, Goa, says that the Biennale in Kochi has helped people change their idea about lifestyle implying that unconventional retail may be an idea whose time has arrived here. “I realised that a flea market will be good for the city. The concept still needs promotion but it has the potential to draw crowds,” says Kevin.
Both the flea markets in the city stress on offering space to women entrepreneurs and home makers. Bhavya says that there are many homemakers who create beautiful products at home and need a space to exhibit their handiwork. Kevin concurs, adding that 90% of the vendors were women. “It is a new platform for them.”
Rebekah Thomas of Zook, a creative agency of 20 people, all 20-somethings, held their first flea market initiative in 2015 and have held repeats thereafter each year. Thomas says that Zook Street held on Choice School Grounds this year was on a larger scale, with 70 plus vendors, 75 % being home-based entrepreneurs. “The time for flea markets has come. This culture is really taking off now,” says Thomas. Ishana Mary Cherian, a lettering artist, who exhibited her products, Doodler Scribbler—posters and greeting cards—at Zook Street, says, “It was a great experience and a flea market is a place that gives huge exposure.”
Though Bhavya says that their feedback forms received no negative critique, Archana Nandal, an expert in merchandise retail, says that the concept here has still to evolve to its rightful definition. “Flea markets are definitely out-of-the-ordinary selling concepts but I am against anything done badly because you are unleashing some vague concept on the unsuspecting customer. It should be done with responsibility and it will then be a win-win situation for both buyer and seller,” she says.
As much as flea markets have caught the eye of shoppers, more selective retail techniques like pop-ups and trunk shows are proving attractive platforms.
Looking at it from the seller’s point of view, designer Sreejith Jeevan of Rouka says, “Such platforms pose an interesting change. What is good is that it gives young designers to showcase their products, which was non-existent in the city earlier.” Speaking on behalf of customers he says that it is a space to discover brands and products that are not run-of-the-mill.
Another reason he believes that trunk shows and pop-up format works is, “because a young label finds it very difficult to invest in a physical store. That factor kills many budding brands.”
“Trunk shows are a great way for upcoming designers to test the market,” says Tracy Pottamkulam of Collage boutique who encourages such retail.
“Since it is usually for a short period, there’s a certain amount of buzz created around the event and organisers try and provide something extra each time. This is less stressful for the designer, organiser as opposed to the logistics of running a full-fledged store or holding a big exhibition.”
Her initiative ‘The Wardrobe’ aims to bring designers—fresh and established—to the event and she has held a couple of successful shows. Tracy positions trunk shows at a time when the city is in a mood to shop,“say the Onam season.”
With all the organisers, buoyed by the success of their ventures and preparing for their next events it seems that this hip, informal, entertaining way of retail has found a permanent shelf space.
So time for window shopping is over. Retail now comes with chocolate popcorn, music and more.
