Once purchased with deep pockets and chests of wealth, luxury can now be bought on salary accounts too – on an easy peasy EMI.
Armani, Jimmy Choo, Ethos, Céline - you’ve salivated at these brands in shop windows . Now, they can be yours in instalments that split anywhere from three to twelve months.
Brands too want to harness the power of these bite sized EMIs and give us more buying power; more power to us = more moolah to them.
Armani Jeans
This week, the brand, out of whose showrooms a few of us middle class teenagers walked out shamefacedly (even a plain white tee costs upwards of 10k) has offered a Pay in Parts scheme.
With shirts in the range of 10,000 - 20,000 rupees, and denims in the range of 11,000 to 21,000, customers will be able to pay in three or six part EMIs. The offer is available on most products, according to an ET report
The scheme was introduced only for the Armani Jeans Brand, even though the Italian fashion house Giorgio Armani S.p.A has two other high end brands, Giorgio Armani and Emporio Armani here in India. So far, Armani Jeans has steered clear of promoting this India specific scheme widely.
The report, which came out today, says an EMI scheme will be rolled out on Jimmy Choo shoes too, in a week’s time.
RockNShop
The iconic Céline Mini Luggage Tote in Burnt Orange, flaunted by everyone from Shilpa Shetty and Deepika Padukone to Reese Witherspoon and Miley Cyrus, is the object of every humble woman’s desire.
The bag, which otherwise comes roughly in the range of two lakh rupees can be availed for an EMI of over Rs 18,000 , over a 12 month period.
The online retailer also stocks brands like YSL, Stella McCartney, Dolce & Gabbana, and more. Charu Sachdev, founder and CEO of TSG International, the parent company said about 10% of the total transactions are done via EMI. The e-commerce platform has tied up with credit card companies to provide the EMI option to shoppers.
Ethos Watches
The retailers have a successful brick and mortar, as well as online presence . Their website Ethos Watches that e-retails watches of luxury brands like Omega, Rado, Tag Heuer, sells its timepieces, with a time delayed payment scheme. A Tag Heuer Aquaracer Cal 16, which is priced at an MRP of Rs 2,05,350, can be availed at an EMI of approximately 18,000 rupees over a period of 12 months.
While the money going out of your pockets is the same, well technically, slightly more, given the interest charged and all that; somehow these payment capsules will make the forbidden dream a reality. It’s a guilt-free swipe at luxury.
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