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