Arvind’s Crey­ate marks own re­tail pres­ence


Arvind launched its new brand Crey­ate with its largest store in Ban­ga­lore. The Ban­ga­lore Arvind store in Jayana­gar in­tro­duced Crey­ate to Arvind pa­trons and now Crey­ate is all set to sail on its own. The Crey­ate con­cept is a web-based plat­form. This brain­child of Kulin Lalb­hai, Ex­ec­u­tive Di­rec­tor, Arvind Ltd; lets the cus­tomer dress up in an at­tire of ex­actly his choice down to the very de­tails. Cus­tom tai­lor­ing is a con­cept well-known for ages and Crey­ate takes that to a dig­i­tal level. On a screen, Crey­ate takes the cus­tomers through a process of choos­ing their fab­rics, styles, but­tons and ev­ery other de­tail imag­in­able. If it is a web-based plat­form, its pres­ence is ques­tion­able. But to­day when re­tail is mov­ing to­wards an omni-chan­nel ex­pe­ri­ence, the phys­i­cal store of Crey­ate as­serts is ex­is­tence and val­i­dates the con­cept. The Crey­ate pi­lot store in Ahmed­abad at Al­pha One mall has trained stylists op­er­at­ing from the store it­self. Cus­tomers can walk into the store and get all the guid­ance they need for their cus­tom­ized pre­mium wear. “Brands like Crey­ate need an off­line pres­ence for a seam­less re­tail ex­pe­ri­ence. When we are talk­ing about a pre­mium brand, its sta­tus can be as­serted with a phys­i­cal pres­ence. Also, the touch and feel fac­tor of the fab­ric, which Arvind prides in, can be taken care of at the store. We have swatches of the fab­ric which the cus­tomer can browse through to make an in­formed decision,” said Rahul Tripu­ra­neni, Mar­ket­ing Head, Crey­ate. A per­fect fit is what Crey­ate strives for. It does not be­lieve in any com­pro­mises and mea­sure have been taken for the same. The style stew­ards at the store have un­der­gone a 3-month train­ing in the Ja­panese style of body mea­sure­ments where 30 unique mea­sure­ments are taken. This en­sures a per­fect fit. The Crey­ate store ex­pe­ri­ence, be­gins at the fa­cade it­self with its 10 feet tall dig­i­tal wall. The wall fea­tures a dig­i­tal ap­pli­ca­tion which takes the cus­tomer on a brief jour­ney through Crey­ate. This wall is Crey­ate’s ex­clu­sive ver­sion of VM needed to en­tice the cus­tomer into the store. This dig­i­tal wall has been cre­ated by Kar­mat­ech Me­di­aworks based out of Delhi us­ing Kinect hard­ware which lets the cus­tomer stand­ing in front of the wall use ges­tures to ex­pe­ri­ence the world of Crey­ate.

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