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Retail Designing in India |
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Written by Mriganka
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Monday, 18 August 2008 |
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 Retail shop designing in India has now taken a new shape. All forms of designing aspects are thriving to achieve a new high. Now days, consumers are taking a different approach to maintain their buying habits. Sometimes, people love to see their disposable income draining out in a formidable way in the forms of buying.
So-called
middle class contingent of Indian buyers are ready to make their
footprints on almost all the retail venues that are coming up or
already settled their marks.
The wide difference between buying
capacity and exposure gives consumers the wide range of variety and
items to choose. Lack of proper visual merchandising and other factors
like identity building, implementation of branding through colours,
shapes, and customised display materials throw the caution in the wind.
Here, cloning of American Retail format has displaying the lack of
understanding in reading consumers mind, specially, in India.
In order to maintain the parity between above and below the line
activities one needs to look at the branding totally differently.
Outdated approach has already ruined the customer base as customers
these days are suffering the monotony of same pattern or design all
over the country. There is hardly any similarity between the actual
branding and the retail design of shops of any reputed brands. You will
not feel the difference until you have the eye of a critic.
Most of the time stores are over-rated by the fact
of over-indulgence of outdated branding concept and line of actions.
You will never find an Indian touch in all the retail shops or the
mall, whatever you will get is the carbon copy of western style. If you
are interested in getting the photocopy of western look-n-feel, rest
assure you will get it. Emotional connection between consumers and the
brand somehow is missing in the design though there are people trying
their best to incorporate the Indian touch. Despite all the odds Indian
retail can gain the footage to stabilise its presence through design.
Indian design has its own style of presenting its perspective. What
Indian style of retail designing is capable of is the strong presence
of motif, pattern and vibrant colours. The blend of which can create
the magic. Lack of in-depth study and research reflects in the design
(please bear me for not following the norms and all the steps that have
been taken in the line of improvement in design and brand building) and
at the end of the day earns less revenue than required. Methodical
approach rather than whimsical design patterns of design is the need of
the hour. What most of the brands are lacking is the scientific pattern
of looking at things. Proper approach to all the related matters is
needed, while dealing with the retail design should come in the first
place not the wham –bam style of designing. At the end of the day it is
the authenticity of the design, which costs the brand in terms of more
revenue earning, is applicable.
In course of designing retail one must look at the
cultural aspect of that particular country and the region. In order to
catch and attract more footfalls in the mall or in the retail shops one
needs to be aware of few minute things and we can start of with signage
itself.
Signage needs to be visible and appealing in order
to register and capture the slice of the customers' minds. Creating
attractive signage needs overall introspection and the few important
technical factors like,
i) Consistency in design. ii) Modularity of the designs for implementing at various levels. iii) The design’s appropriateness to the overall identity program. Co-existence
of above mentioned matters are required to gain mileage through
signage. Importance of visibility, establishing brand identity, and
standing out from the crowed is immense. Few
organisations working in these sectors are imprinting their footmarks
in order to get the proper identity for their customers through signage
and store decor. One of them is StudioPrintArt (www.studioprintart.com),
which is renowned for its signage creation and store decor. Overall
presence of StudioPrintArt in these sectors has been of enormous
importance. Whatever they are crafting and implementing are directed
towards the elevation of identity of all the brands they are dealing
with. Dealing with all levels of customers they are quite thorough in
whatever they are doing. From selection of materials to positioning of
the signage, they always ready to give their 200% in whatever they are
doing. That is the first part of their job, but before creating any
kind of signage they indulge their attention into research and
development in a scientific way. Perfect spacing of words, proper
illumination and the shape of the signage are taken into account in
order to fine tune the signage. Signage is the first step of brand
establishment when you are dealing with below the line communication
and want to attract the mass as well as revenue. In India, overall impression of the signage is not getting that much importance as their counterparts in America and Europe.
In Indian signage took the back seat while dealing with retail design
and decor. Even after globalisation and open economy, people dealing
with signage and retail design are not properly aware of the retail
design or the signage making or implementation. So, next time you are
hitting a mall try to check out different shapes and types of signage
that covers the entire area of work of retail design. For the next part
of Indian Retail Design wait for few days as it will take some time to
give proper shape of Indian Retail and inside view of it. Till then,
happy shopping!!
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Last Updated ( Sunday, 21 September 2008 )
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