Cool Ca­su­als

VM&RD - - INDIAN DESIGN -

The Amer­i­can sport-in­spired life­style brand IZOD opened its first ex­clu­sive out­let at the Phoenix Mar­ket City in Ban­ga­lore. Po­si­tioned as ca­sual lux­ury, its essence lies in Clean, Col­or­ful and Out­doors at­ti­tude con­veyed by its Fash­ion Of­fer­ings and Store De­sign. San­desh Shet – Head Projects & Vis­ual Mer­chan­dis­ing at IZOD highlights the spe­cial fea­tures of the store.

Phillips-Van Heusen Cor­po­ra­tion from USA, which owns brands like Calvin Klein, Tommy Hil­figer, Van Heusen, IZOD, AR­ROW and Bass, has li­censed Arvind Mills Ltd. to man­u­fac­ture and mar­ket men's, women's and boys' ca­sual ap­parel and ac­ces­sories un­der the IZOD brand in In­dia. The cool sports in­spired ca­sual brand made its de­but in In­dia through an ex­clu­sive brand out­let in Phoneix Mar­ket City Mall in Ban­ga­lore. Span­ning an area of 800sq.ft, the IZOD store in­stantly cap­tures at­ten­tion with its dis­tinct branded fa­cade. The pow­er­ful red store front with a clean white brand­ing cre­ates a vis­ual sig­na­ture for the brand and helps draw at­ten­tion to the win­dows dis­play sto­ries. The story of the ‘Fish­er­man’s Cove’ is com­mu­ni­cated in the win­dows “but with a twist,” says San­desh. Con­tin­u­ing he adds, “We didn’t want to use the ob­vi­ous el­e­ments like ca­noe or oars,” says San­desh. In­stead he chose sub­tle el­e­ments like lanterns, ropes, maps, fish­nets and buoys with a wooden planked back­drop to high­light its fash­ion mer­chan­dise on white man­nequins. The wooden par­quet floor­ing in the store is quite wel­com­ing and brings warmth to the store dé­cor. The store en­vi­ron­ment is kept a neu­tral white with brand red highlights on the cen­tral col­umn and cash counter back­drop. Red was used strate­gi­cally “to break the monotony of white and to in­crease the vis­ual aes­thet­ics when view­ing the store from the en­trance,” adds San­desh. In sync with the brand phi­los­o­phy, the over­all dis­play of mer­chan­dise is un­com­pli­cated and easy and vis­ually sep­a­rated into dif­fer­ent col­lec­tions. This store of­fers three col­lec­tions – the Washed for­mals line - Back­yard Ivy, the Out­doors line - Fish­er­man’s Cove, and the Indy in­spired Car Race line - Race­track. The col­lec­tions are distin­guished us­ing pre­sen­ta­tion themes com­pris­ing of planograms, dis­play, graph­ics and props. San­desh ex­plains, “We have con­sciously taken a call to not de­mar­cate each zone dis­tinctly with dif­fer­ent lights or fix­tures. This gives

The façade was made of cur­tain glaz­ing with metal strips re­sem­bling a tex­tile pat­tern

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