Designs Drive Business
As global brands of all hues mark their presence on the Indian retail landscape, the big question is, should they present themselves differently to the Indian consumers. Global brands are known to strictly adhere to their brand identity which is writ large in their store designs too. Yet some of these brands have assumed an Indian hue to establish a deeper connect with the local consumers. At the same time, many of the Indian brands have focused upon on creating a truly global retail experience for customers which is reflected in their retail design. This edition of VM&RD brings forth viewpoints of leading Indian retail designers on what works best in the Indian context. With e-commerce spreading its tentacles across the Indian market, retail businesses are finding new ways to engage customers at their physical stores. The Raymond ‘Ready To Wear’ EBO is one such pioneering initiative. The store uses innovative designs and technology to render a unique experience to customers, from the point they walk in to the stage when they make a purchase and exit the store. Read more about this store in this edition. Will the e-com juggernaut stall at some stage? Vineesh Chadha, Director, Aumentis Consulting, asserts that e-tailing is here to stay. He says that e-tailers have largely overcome the lack of ‘touch and feel’ by using new technologies and mobile applications more effectively. It would be interesting to see how physical store designs evolve in a retail environment that is going digital. The new digital trends notwithstanding, brands like JK Tyres are directing sharp focus on their store design. This edition presents the innovative store design that this tyre major has adopted to drawn in customers. I hope that you will enjoy reading the articles featured in this edition. Do send in your valuable feedback.