LIGHT­ING

VM&RD - - CONTENTS -

Light­ing like all other re­tail sciences is con­stantly chang­ing with in­no­va­tions of new tech­nolo­gies – some aris­ing from cus­tomer needs and oth­ers with emerg­ing trends. Th­ese trends ‘catch the light’ as they sig­nif­i­cantly im­pact the way com­pa­nies relook at their light­ing de­signs to keep their stores one step ahead of com­pe­ti­tion. What was pretty ev­i­dent is the use of high den­sity nar­row beam ac­cent light­ing to draw at­ten­tion to fash­ion state­ments, high­light an im­por­tant sec­tion and also make the prod­uct look more at­trac­tive;. in con­trast store that have used ex­ten­sive am­bi­ent look washed out!

An­other ma­jor in­flu­ence has been the Lead­ing light man­u­fac­tur­ers like Philips, GE, Os­ram, Zumbto­bel, An­sorg have in­no­vated from con­sis­tent re­search many new prod­ucts and ap­pli­ca­tions fol­lowed closely by In­dian light­ing com­pa­nies like RLT and Plus who have brought global tech­nolo­gies within reach for retailers in In­dia. VMRD spoke with key stake hold­ers to get a pulse of light­ing sce­nario in In­dia in terms of Light­ing de­sign con­cepts, cap­i­tal Shop­ping is in­creas­ingly be­com­ing a leisure ac­tiv­ity for which spe­cial set­tings are cre­ated to en­ter­tain vis­i­tors and con­vey sell­ing mes­sages. This has trans­formed the ob­jec­tive of light­ing from pure func­tion­al­ity to adding value in arous­ing emo­tions and cre­at­ing brand iden­ti­ties and im­pact­ing boost­ing of sales. Light­ing is used more and more to cre­ate dif­fer­ent set­tings for com­mu­ni­cat­ing ac­cep­tance of sus­tain­abil­ity in busi­ness which in light­ing trans­lates to en­ergy ef­fi­cient light­ing. With en­ergy prices on the rise stores are look­ing to switch to green, en­ergy ef­fi­cient light­ing. This shift has made LED light fix­tures much more pop­u­lar. Th­ese are nearly 70% less on en­ergy and last up to 30 times of in­can­des­cent. Their draw­backs have been ex­pen­di­ture, avail­abil­ity and up­dated tech­nol­ogy dif­fer­ent propo­si­tions and mes­sages to cus­tomers to sus­tain in­ter­est in the brand. This has made ad­justable ac­cent light­ing that al­lows new sto­ries to be pre­sented in the store and this has many lead­ing retailers and brands relook­ing at their light­ing strat­egy. VMRD did a quick scan of the pop­u­lar in­ter­na­tional and national brands in the mar­ket­place. ad­dressed with in­no­va­tions that now of­fer LEDs with sim­i­lar properties of tra­di­tional CDMTs and halo­gens. Re­searchers have also dis­cov­ered that LED light­ing can cre­ate a safer store en­vi­ron­ment as th­ese lamps give off a clearer and cooler light. We ob­served this in some fa­mous brands that are known to prac­tice sus­tain­abil­ity se­ri­ously.

Tim­ber­land

Marks & Spencer

Puma

Ken­neth Cole

Zara

Calvin Klein

Nau­tica

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