Strat­egy. De­sign. Strat­egy.

VMRD - - Contents - Vas­ant Jante Ed­i­tor

Hi friends!

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.

Happy Read­ing!

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