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.