Page 55 - RLI February 2019

Though brands are investing heavily in online retail, traditional retail continues Being an allied industry of the retail sector, the shop fit-
ting industry grows hand-in-hand with the retail industry. As
to be a core focus, with a demand for shop fit designers and manufacturers brands continue to invest in visual merchandising and store
growing, albeit reimagined to create an immersive brand experience design, they rely on experienced and quality focused shop-fit
manufacturers to partner with them. The role of shop fitters
cannot be understated in helping the retail brands build their
identity, differentiate them from competitors and attract foot-
fall in the store by their innovative designs and store concepts.
Karl McKeever, founder and managing director of Visual
Thinking believes that “Retailers need to face up to some
uncomfortable truths. When you look at what customers
really want from stores, it comes down to this: easy and en-
joyable to shop, good availability, clean and tidy, and atten- GLOSSIER
tive, meaningful customer service. These are the fundamental New York, US
designer: GRAcHOT STUdIOS & pRO
basics – the cornerstone of successful retailing – or as it
used to be known, and perhaps unfashionably today as ‘good
shop-keeping’. These are at the baseline expectations and
heart of the retail experience, not the ‘experiential’.
He continues, “Too many senior retail managers have
been distracted by the lure of online riches and dazzled by
the promise of a ‘new dawn’ from technology companies
with their big marketing budgets. As a result, many stores
have been starved of the real investment they need, with
many once great retailers now hollow versions of them-
selves. For a retailer with hundreds of stores within its es-
tate, one new flagship store (however glorious) will not turn
around its fortunes. Large capex investments in extensive
store refit programs are increasingly the exception rather
than the rule. More balance in investment decision making
to support ailing store estates is required, it’s little wonder
GUccI FLAGSHIp SOHO that many shoppers have turned away to online instead. It’s a
New York, US
designer: IN-HOUSE GUccI TEAm paradox and the unintended consequence of prioritising on- cHRISTIAN LOUbOTIN
London, UK
line investment over the physical store estate for too many Shopfitter: cLEmENTS
brands in recent years”.
018 was once again a redefining period for the retail
industry. From huge investments by players looking
at international markets to M&A, downsizing of
2physical stores from traditional players to investing
in physical stores by ecommerce players, the retail industry
continued to witness significant changes.
The Valentine flagship store at Lower Parel, Mumbai is a
Smart Shop sore combining the excitement of Physical Re-
tail with the efficiency of Digital Technology to seamlessly
integrate their offline stores with their strong online presence.
The store a dedicated heaven for intimate apparel and lounge
wear was designed to bring out the delicate designs of the
brands intimate wear. Insync Shop Fittings, Mumbai created a
space that ensured women were comfortable shopping over
extended periods of time by softening the lighting and overall
mood of the store but while maintaining a laser focus on the
merchandise and bring out the softness and eclectic designs
and colours of the fabrics. The end result a graceful form with
the function of a modular Shop Fitting solution integrating
LED light without any visual or any visible wires.
Brands continue to focus on integrating online and off-line
shopping and the concept of ‘Experiential shopping centres’
will continue to gain importance.
As customer shopping experiences, engagement and pur-
pose of the physical store become more crucial, brands will
regularly invest in store design, interiors, shop fits and new
concepts in order to differentiate themselves from com-
petitors. A good fit-out raises a brand’s profile, efficacy and
creates a positive perception about the brand. Hence, there
is a growth opportunity for the shop fitting industry.
Adding to this, the trend of solo entrepreneurs entering
the market and small scale traditional retailers who wish to
WE ARE ALLbIRdS revamp their business rely on professional shop fitters for
New York, US
designer: pARTNERS & SpAdE retail store design, floor planning, shop fits, etc. which will
also give a boost to the shop fitting industry.

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