Strategy. Design. Strategy.
In a recent chat with an architect friend, who has about 8,000 store executions to his credit every year, I learnt how the success of store design is calculated through sales/ square feet. Prior to even etching a single line on a blueprint, it is imperative to conduct research on consumer cohorts, geographical location, etc. Design is no longer just an expression of art.
I think, like any other industry, retail is questioning the “norm” every day. Take, for instance, our category focus on Lingerie Retail. A category, which remained in oblivion until recent past, is now growing 2.5 times faster than the regular apparel category. While we are all gung-ho on the glitz of international brands, the growth of lingerie retail is being fostered by homegrown brands, many of which were started by big technology and management wizards. While many retailers are grappling with sky-rocketing retail rentals, one of the brands is achieving breakeven within just a few months of opening its store – thanks to their retail expansion strategy. Isn’t that unbelievable?
Crazy retail expansion always amazes us, so we bring to you the success rebound story of Keventers, which is actually a 150-year-old brand.
The “strategy” part is no longer the prerogative of only new-age brands. Check out our feature of the traditional retailer South India Shopping Mall. In their new format, they have moved away from their “family store” concept to “ease of display”. This is nothing short of a strategic value addition! Relatively new brands are throwing surprises every single day. Future Style Lab, a 2-year and 2-brandold entity, brings a designer store experience to their new brand Ancestry. Same goes with the first flagship of bespoke men’s tailoring brand, SS Homme.
In this issue, we have also explored the avenues of retail props industry in India, which has found its independence lately and has reduced Chinese import to a large extent. Tech seems to take over a large space in each issue of VM&RD. Always challenging the norm, remember? In this issue, we have featured two young tech agencies, who are expediting the design elements in offline stores in their own ways.
We also take pride in holding the global mirror to you through interesting columns by international experts.
Happy Reading. I shall insist you get back to us with your feedback. We welcome both bouquets and brickbats.