Na­garaja R

Di­rec­tor De­sign Four Di­men­sions

VM&RD - - WHAT'S IN STORE? INDIAN DESIGNER -

In Ret­ro­spect: 2012

As the new ap­proach in the re­tail in­dus­try has just be­gun in In­dia, it has still not im­pacted the core cus­tomers in the full sense. But there is a con­tin­ued fo­cus on dif­fer­en­ti­ated think­ing and ap­proach.

Ar­rival of FDI

The en­try of new for­mats stores and in­ter­na­tional com­pa­nies will also bring in in­ter­na­tional de­sign firms into the In­dian re­tail de­sign in­dus­try. This nat­u­rally means that the In­dian re­tail de­sign firms will need to pull up their socks to com­pete in terms of knowl­edge and a sci­en­tific ap­proach to ar­rive at a de­sign so­lu­tion. So the change will ob­vi­ously be pos­i­tive as the qual­ity of the de­sign in­puts will au­to­mat­i­cally im­prove with com­pe­ti­tion. Be­sides, In­dian re­tail de­sign­ers, be­ing al­ready cued into the lo­cal cus­tomer psychology, will be bet­ter equipped to of­fer bet­ter so­lu­tions. The fit-out in­dus­try in par­tic­u­lar will be ben­e­fited as th­ese can­not be out­sourced from out­side in the long run due to cost fac­tors. What this also means is that the fit-out qual­ity has to be taken to higher lev­els to match in­ter­na­tional stan­dards.

Look­ing Ahead: 2013

It will be im­por­tant to study a prod­uct and ser­vice in the con­text of the cus­tomer needs be­fore ar­riv­ing at a de­sign so­lu­tion. It will also be im­por­tant to an­a­lyze and fore­see fu­ture mar­ket trends. This in­volves go­ing deep into the root of a prob­lem and cre­at­ing a de­sign which be­comes an en­gag­ing con­sumer ex­pe­ri­ence and leads to high brand re­call.

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