Dif­fer­en­ti­at­ing in democrati­sa­tion

VM&RD - - NEWS - Suren­der Gnanao­livu

Hi Friends!

Af­ter the on­slaught of the mar­ket places there is now a scram­ble for cre­at­ing cu­rated pri­vate la­bels for dif­fer­en­ti­a­tion in fash­ion democrati­sa­tion. With the on­line big­gies fund­ing neg­a­tive mar­gins the need for dif­fer­en­ti­at­ing, us­ing De­sign Think­ing has be­come a key tool to for sur­vival like never be­fore. In this is­sues we present sto­ries that high­light many aspects of this trend re­al­ized in in-store de­sign and cus­tomer en­gage­ment. The cover story presents a unique bou­tique that creates a very visu­ally en­gag­ing en­vi­ron­ment to sell its unique de­signer la­bel with the use of re­pur­posed el­e­ments in a very dif­fer­en­ti­ated and op­u­lent in­dus­trial con­cept. In the In­dian De­sign sec­tion, we fea­ture the new Life­style store con­cept that was in re­sponse to the needs of the new age young con­sumer, by us­ing a dif­fer­en­ti­ated sig­na­ture ar­chi­tec­ture and pre­sen­ta­tion con­cepts to visu­ally present the store like a mono-brand fash­ion desti­na­tion. In the In­ter­na­tional De­sign sec­tion read about the new de­sign of the O2 con­cept store, which clearly dif­fer­en­ti­ates from the stereo­type de­moc­ra­tized mo­bile phone store en­vi­ron­ment and en­cour­ages cus­tomers to in­dulge, learn and be in­spired by tech­nol­ogy. The retail de­sign in­spi­ra­tions sec­tion fea­tures the Bom­bay Shirt Club which is the first on­line cus­tom shirt brand in In­dia which uses tech in­no­va­tions to de­liver a com­plete dif­fer­en­ti­ated shirt per­son­al­iza­tion ex­pe­ri­ence. The game changer sec­tion fea­tures brand Crey­ate from Arvind, a cus­tom cloth­ing web­site which of­fers a dif­fer­en­ti­ated ex­pe­ri­ence with the help of an in­tu­itive user-in­ter­face where cus­tomers can per­son­alise their en­tire en­sem­ble and look. VM&RD con­tin­ues the ‘Retail Ya­tra’ ini­tia­tive, to cover im­por­tant re­gional mar­kets in our di­verse coun­try and present suc­cess­ful in­de­pen­dent re­tail­ers who dom­i­nate them through their dif­fer­en­ti­ated of­fer­ings and ser­vice. This time we cover the mar­kets of Bar­oda. Lots more ex­cit­ing sto­ries on In­ter­na­tional and In­dian store de­sign and vis­ual mer­chan­dis­ing topped off with some hu­mour from the retail world. Hope you en­joy this col­lec­tion of in­spi­ra­tional retail de­sign sto­ries, news and in­no­va­tions in de­sign from the Retail De­sign and Vis­ual Mer­chan­dis­ing in­dus­try. We would greatly ap­pre­ci­ate your feed­back on mar­ket­ing@vj­me­di­a­works.com. Also we would love you to like and join us in our new Face­book page at https://www.face­book.com/ vm­rdIn­store

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