Arvind

VM&RD - - CONTENTS - Mansi Lavsi

Cater­ing to the idea of con­tem­po­rary be­spoke re­tail­ing, the new Arvind Store in Jayana­gar, Ban­ga­lore of­fers 7,500 sq. ft of re­tail ex­pe­ri­ence. Its be­spoke na­ture is wo­ven into its de­sign and pre­sented with a con­tem­po­rary gar­nish­ing to the cus­tomer.

Arvind launched the con­cept with its Ahmed­abad store which is now writ large in the Ban­ga­lore store too. As be­spoke cloth­ing for men is deep-rooted in In­dian tra­di­tions, Arvind ad­heres to this tra­di­tion, trans­lat­ing it in the con­text of mod­ern re­tail­ing. The re­la­tion­ship between the cus­tomer and the ‘masterji’ has been mod­i­fied, plac­ing the cus­tomer in charge of de­ci­sions. Across the store, the ac­cent on cus­tom tai­lor­ing comes through strongly. The ground floor it­self re­veals its fab­ric se­lec­tion to the cus­tomer. Styles and fin­ished prod­ucts are show­cased on spe­cially de­signed stain­less steel stands. They are also a preview to the col­lec­tion housed on the up­per floors. Look­ing up through a cut out in the slab, one can sense the scale of the space. The first floor re­veals the new be­spoke fash­ion brand Crey­ate -- from the house of Arvind. The cus­tomer is in­vited to con­tinue his shop­ping ex­pe­ri­ence in front of a screen. In its beta stage now, Crey­ate helps the cus­tomer to cus­tomise his own gar­ments. From choos­ing the fab­ric down to the type of but­tons needed, Crey­ate lets the cus­tomer cus­tomise it all. An added fea­ture be­ing, the cus­tomer can add his own sig­na­ture to the gar­ment. One can cus­tomise shirts, trousers and even den­ims. Crey­ate is web-based, so cus­tomers can or­der from the home too. Its pres­ence in the store is an on­line con­ve­nience in the phys­i­cal store which negates the lim­i­ta­tion of the touch and feel fac­tor. The brand Ar­row also oc­cu­pies space on the same floor. Mov­ing a level up, the sec­ond floor is ded­i­cated to brands Tommy Hil­figer, U.S

Polo and Nau­tica. With sep­a­rate sec­tions for each, the de­sign lan­guage of each brand is metic­u­lously in­cor­po­rated here. The top­most floor greets the cus­tomer with shirt col­lars dis­played on stands, scis­sors ly­ing around, colour­ful but­tons in tiny com­part­ments and the ‘masterji’. This space, likened as Stu­dio Arvind, is strate­gi­cally lo­cated, such that cus­tomers ex­plore the en­tire store us­ing the stair­case. Out­side ev­ery lift land­ing tri­an­gu­lar cut-outs ren­der a view of the atrium which di­vulge the drama of de­sign through scale. The ef­fect of this el­e­ment vouches for it to be a de­sign sig­na­ture across Arvind stores. Kruti Parikh, Se­nior De­signer, FITCH In­dia talks about the scale of the store say­ing,

“To trans­late the con­cept across four lev­els, the plan­ning was very cru­cial. To make the cus­tomer aware of the ex­tent of Arvind’s of­fer­ings, ver­ti­cal cir­cu­la­tion had to be planned ac­cord­ingly and this had to be quite ob­vi­ous to the cus­tomer.” The per­son­al­ity of the brand as a be­spoke her­itage comes across through the var­i­ous ser­vice of­fer­ings at the store. De­sign is used as a tool to ex­press this legacy in an en­vi­ron­ment the ur­ban male re­lates to. The brand idea is to place the cus­tomer at the cen­tre of all

ex­pe­ri­ences and pro­vide a plat­form to form his own unique iden­tity through the clothes he wears. “We want to take the cus­tomers through a log­i­cal process of buy­ing. Arvind po­si­tions it­self as a fash­ion for­ward brand which of­fers pre­mium wear to its cus­tomers at af­ford­able prices. This is the big­gest Arvind store and we want to move to­wards cre­at­ing it the top­most brand for pre­mium cus­tom­ized cloth­ing,” says P S Ra­jiv, Re­tail Head, Arvind.

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