Com­bin­ing brand state­ment with so­cial re­spon­si­bil­ity

VM&RD - - EDITOR'S NOTE - Vas­ant Jante

When it comes to re­tail, there is no end to the cre­ative pos­si­bil­i­ties as is be­com­ing in­creas­ingly ev­i­dent to­day. Brands such as sports life­style ma­jor Puma have taken re­tail de­sign and am­bi­ence to new lev­els. For ex­am­ple, in their lat­est re­tail ini­tia­tive that draws heav­ily from the an­cient Mughal ar­chi­tec­ture, the brand has man­aged to cre­ate an ex­clu­sive store iden­tity through an ef­fec­tive amal­ga­ma­tion of the age old his­tor­i­cal look and a new hi-tech one. But that’s not all. What is par­tic­u­lar note­wor­thy about Puma’s new re­tail ini­tia­tive is their fo­cus on eco-friend­li­ness, com­bin­ing ecoaware­ness with brand state­ment and in the process stand­ing for a right and rel­e­vant cause. So it’s not sur­pris­ing that we have de­cided to fo­cus on this new re­tail fo­cus of Puma. In fact, the “Go Green” mantra, a much needed one given the times we live in, is now be­ing chanted by brands across the re­tail seg­ment. Shop­pers’ Stop, for ex­am­ple, has come up with a sus­tain­able win­dow dis­play re­veal­ing out­fits crafted out of news­pa­pers. Read all about this and more in this is­sue of VM&RD where as you know, our idea is to not just present the lat­est in store de­sign, but to also trig­ger thoughts and ex­plore the var­i­ous emerg­ing trends and dy­nam­ics in the visual mer­chan­dis­ing and re­tail de­sign seg­ment. So if eco friend­li­ness is the lat­est buzz­word, then ob­vi­ously we can ex­pect to see some cre­ative minds in this seg­ment don­ning newer hats! And that brings me to our up­com­ing event, the VM&RD Re­tail De­sign Awards 2013, an eagerly awaited plat­form to show­case the best in the in­dus­try which we ex­pect to un­fold on a much larger scale in the com­ing edition. The forum, like ev­ery year, is ready with its jury to ap­plaud the re­tail fra­ter­nity with the cov­eted awards in 19 cat­e­gories and we look for­ward to a stim­u­lat­ing dis­play of ex­cel­lence. Don’t miss the call for en­tries!


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