Director, Great Eastern Retail Pvt Ltd
Favorite Indian store on the parameters of Visual Merchandising, Interior Design, Windows Display, Lighting, In-store Technology & Engagement Drivers:
Over the time, Ritu Kumar has envisaged to be a successful Indian label. The brand which started as a niche boutique store today has stores in Tier 2 cities carrying the same aura and grandeur. The brand continues to retain its core Indian roots in the stores look and feel yet the show window gives you a grand feeling of an extremely high end brand. A niche product in mass market is extremely difficult to market and create and I feel this brand has got this right.
Favorite global store on the same parameters:
Abercrombie and Fitch. The brand creates a mystery unique to itself through its stores and its designing. Dark dimly lit stores welcome customers to lightly stacked racks of casual wear with a very strong perfume inside the store. The whole ambiance of the store creates an adrenaline rush compelling the visitor ( not customer) to take the plunge. Moreover the super styled model like sales assistants makes the store feel like a real life fashion store.