New desti­na­tion for Be­spoke

VM&RD - - RETAIL TALK -

Arvind un­veils its new in­ter­na­tional store de­sign con­cept to up­date its brand po­si­tion and ex­pe­ri­ence as a desti­na­tion for be­spoke fash­ion for all.

Arvind set out to re­vi­tal­ize and re­po­si­tion brand Arvind to ap­peal to a younger and more dis­cern­ing gen­er­a­tion of af­flu­ent In­dian con­sumers. In­ter­na­tional de­sign agency FITCH was com­mis­sioned to con­cep­tu­al­ize this project and this was pi­loted in the new ex­clu­sive Arvind store at CG Road of Ahmed­abad. “Cus­tomers in gen­eral are look­ing for the ‘new’ and they are find­ing it with in­ter­na­tional brands, they are in­creas­ingly as­pi­ra­tional across the board, in play as well as work. There is a real de­sire for Arvind to move for­ward – be­come great re­tail­ers, and a desti­na­tion for be­spoke fash­ion for all,” shares Con­stan­tine Lykiard, Cre­ative Di­rec­tor at FITCH In­dia. He fur­ther adds, “Arvind is a re­tail brand with a point of view and a pur­pose, so our big idea was to make Arvind a place where co-cre­ation was made avail­able for all.”

The 4500 sq. ft. store has an in­ter­est­ing store front with metal com­pos­ite cladding with an in­te­gral fret cut sig­nage with back­lit il­lu­mi­na­tion. Con­stan­tine ex­plains, “The store has been clad in spe­cially printed alu­minium cladding in the Bur­gundy Arvind while panoramic win­dow on the sec­ond floor pro­vides the plat­form for sea­sonal garment sto­ries.” The store has four main seg­ments: Be­spoke Tai­lor­ing, Be­spoke Denim, Pre­made Suits and Shirts and Guest Brands. The main ar­eas of fo­cus are the fab­ric se­lec­tion of both suits and shirts fea­tur­ing spe­cially made dis­plays that present the of­fer­ings in an en­gag­ing and in­ter­ac­tive way. Pre­mium fur­ni­ture and fix­ture sys­tems like Ger­man Vis­play and cus­tom made ones have been used. Speak­ing on the light­ing con­cept of the store, Con­stan­tine ex­plains, “The main light­ing fixtures were de­vel­oped spe­cially for the store to ac­com­mo­date the unique look and

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