Deepak Chakravarty, adi­das

Deepak Chakravarty, VM Head, adi­das, In­dia, talks about the brand’s ap­proach to visual mer­chan­dis­ing in In­dia. Edited ex­cerpts of the in­ter­view:


What is your view on the brand per­son­al­ity of adi­das? How do you cap­ture the essence of the brand’s per­son­al­ity in your work? The brand per­son­al­ity or the brand val­ues of adi­das are in­spi­ra­tion, authenticity, hon­esty and com­mit­ment. All th­ese are de­rived from the world of sports. Rein­ven­tion is the key, not only for adi­das mar­ket­ing strat­egy but also for its prod­uct line. adi­das con­tin­ues to prove it­self as a brand built to last through a game plan of rein­ven­tion. The same essence is brought for­ward in my work. The cre­ative field of visual mer­chan­dis­ing in which we com­pete is trans­form­ing rapidly and we are con­tin­u­ously hon­ing our skills on lit props, ex­ten­sive acrylic us­age, and newer tech­nolo­gies to keep pace with the ever grow­ing visual mer­chan­dis­ing gamut. The brand gives me enough in­spi­ra­tion to be au­then­tic in de­signs and cre­ative skills and this au­to­mat­i­cally helps to be the best in the in­dus­try. What are the typ­i­cal VM stan­dards fol­lowed for adi­das stores in In­dia? Broadly, adi­das VM team fo­cuses on in­spir­ing win­dow facades, best in class in-store com­mu­ni­ca­tion, flaw­less dis­play stan­dards and per­fect man­nequin dress­ing. adi­das win­dow should re­flect the brand iden­tity. In re­cent times we have used many in­no­va­tive de­signs and props on our win­dows which have helped us to grab more eye­balls than ever be­fore. We are work­ing on com­pos­ite win­dow facades which will be more flex­i­ble for any cre­ative con­cept to al­low im­pact­ful win­dows and max­i­mum cre­ativ­ity which will be cost ef­fec­tive and sim­ple to ex­e­cute. In-store com­mu­ni­ca­tion is an ef­fec­tive tool to bring more sales. The more we com­mu­ni­cate with our cus­tomers, the bet­ter it is for any brand. At adi­das, visual mer­chan­dis­ing pro­vides many in-store tools which ef­fec­tively com­mu­ni­cate with the cus­tomers. Fo­cus is to come closer to the cus­tomer and ISC helps us in a great way. We be­lieve in dis­play­ing the mer­chan­dise in such a lu­cid man­ner that it ap­peals to the cus­tomers. Firstly, we fo­cus on the right con­sumer jour­ney which helps the cus­tomer to nav­i­gate the en­tire store freely. Fo­cus is also given to dis­play the depth of mul­ti­ple prod­uct of­fer­ings. Ef­fec­tive colour block­ing, sym­met­ri­cal dis­play of en­sem­bles, and dou­ble dis­play of best sell­ers are a few ar­eas which we strive to main­tain at all times. How do you as­sess shop­pers’ re­sponse to adi­das VM & in-store pro­mo­tions? I be­lieve that visual mer­chan­dis­ing helps to max­imise the aes­thet­ics of a prod­uct with the in­tent to in­crease sales. If done well, it cre­ates aware­ness and also the brand loy­alty to a great ex­tent. In cur­rent times adi­das stores are look­ing at their best with im­pact­ful win­dows, great ap­parel story and su­per lu­cra­tive pro­mo­tions. All th­ese things draws cus­tomers inside the stores and the re­sponse can be seen with ever grow­ing sales fig­ures year-on-year. Do you work out VM and in-store brand­ing as per lo­ca­tion?

Yes. We are sen­si­tive to de­mo­graph­ics and we chalk out dif­fer­ent VM strate­gies for dif­fer­ent mar­kets. For in­stance, we use im­agery of more lo­cal play­ers in Tier 3 & 4 towns which cus­tomers can re­late to more eas­ily. Also, we run dif­fer­ent cam­paigns in dif­fer­ent ci­ties on the ba­sis of pur­chas­ing power. A 16,000 adi­das spring­blade shoe can eas­ily be sold in Delhi or Mumbai than in smaller towns like Ajmer or Ja­balpur. We have dif­fer­ent prod­uct of­fer­ings for dif­fer­ent seg­ments of stores; hence VM strat­egy is also dif­fer­ent. Which are the most re­cent cam­paigns that you have ex­e­cuted for adi­das? Please elab­o­rate.

adi­das World Cup cam­paign: The de­sign for the World Cup cam­paign brought the hue which was much needed to in­ten­sify the foot­ball fever in the In­dian mar­ket. The de­sign was made keep­ing in mind the holis­tic ap­proach. Apart from the win­dow de­sign there were POS/high­light zone/sit cov­ers/foot­ball pre­sen­ters which were kept at the cash counter/foot­ball wall/flags and in­for­ma­tion pan­els which re­vealed “did you know” facts about the key play­ers as­so­ci­ated with adi­das. Lionel Messi, Luis Sau­rez, Me­sut Ozil and Daniel Alves were there on top giv­ing the right kick to the foot­ball fans to build their ex­cite­ment once they en­ter inside the store. The win­dow de­sign was adapted and mod­i­fied into two cat­e­gories: static and dy­namic. Dy­namic win­dow was ex­e­cuted in the top 20 stores and for the rest it was static.

Deepak Chakravarty, VM Head,


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