Nautica launches first In­dia store based on its new con­cept

VM&RD - - WASSUP! -

Nautica In­dia has launched its first In­dia store on the lines of its new con­cept at the 100 Ft Road, Indi­rana­gar, Ban­ga­lore. The new con­cept de­vel­ops on its her­itage of a deep nau­ti­cal con­nec­tion but dons a new look through new and changed el­e­ments like wall and floor fix­tures. Cer­tain iconic el­e­ments like the il­lu­mi­nated wa­ter­wall have been re­tained. The en­tire store con­cept comes from Nautica Cre­ative Ser­vices Team ,New York “The gen­eral in­ter­na­tional cy­cle of de­sign change for re­tail stores is five years. Hence the change was due. More­over the re­fresh­ing change was also re­quired to con­tinue stand­ing out in to­day’s global mar­ket and to be promi­nently vis­i­ble. In turn it pro­vides con­nec­tion to like-minded con­sumers who grad­u­ally be­come our loyal cus­tomers,” says Ga­j­pal Rathore, VM and Projects Head, Nautica In­dia. VM, like al­ways, plays an im­por­tant role in the new look pro­nounced by Nautica. The props used are with a pur­pose of get­ting the cus­tomers to de­velop a deep con­nect with the brand. The floor fix­tures used are of a new va­ri­ety to dis­tin­guish the dif­fer­ent mer­chan­dise in store. For its ma­te­ri­als and fin­ishes, Nautica as a brand is very par­tic­u­lar that all changes are scru­ti­nised through a strin­gent process. For this store, the en­tire wood re­quire­ment -- floor­ing and façade -- has been im­ported so that there is no dif­fer­ence in qual­ity stan­dards used glob­ally. Stu­dio Span, Gur­gaon has played a ma­jor role in the ar­chi­tec­ture of the store along with Wil­liam In­fras­truc­tures who were the con­trac­tors for the project. Nautica In­dia has also re­ceived the ‘Looker of the Sea­son’ award which is awarded to the coun­try with the best look­ing Nautica stores.

Com­ment­ing on the fea­si­bil­ity for new stores, Rathore says, “We also have started find­ing out lo­cal sub­sti­tutes for the new ma­te­ri­als and grad­u­ally we are get­ting ap­provals to get the cost­ing down and im­prove the turn­around time of our store ex­e­cu­tion. The bet­ter­ment that we are fo­cused on now is to op­ti­mise the project cost in or­der to en­hance the over­all prof­itabil­ity of the brand.”

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