retail design- kiran kumar

RETAIL DESIGN KIRAN KUMAR : ARCHITECT + DESIGN MANAGER: L'OREAL LUXE!

RETAIL is one of the largest, Perhaps the largest sector of business in the World.

KIRAN KUMAR : architect + design manager: L'Oreal luxe!

WHAT IS DESIGN ?

D E S I G N Is the FUNDAMENTAL S O U L Of a man-made creation


WHAT IS DESIGN ?

“GOOD DESIGN is Good business” – Thomas J.Watson

“ What sells is a GOOD DESIGN” – Stefano Giovannoni

“DESIGN is implicit and unifying” – Lee Green


WHAT IS DESIGN ?

http://www.youtube.com/watch?v=WyxSZI2Iw6o&list=PL958A402B99C7CD34


VALUE OF DESIGN

DESIGN is the only thing that differentiates one product from another in the market place. DESIGN is an intangible value to product.


RETAIL DESIGN

RETAIL DESIGN is creative and commercial discipline that combines several different areas of expertise t oge the r i n t he des ign and construction of retail space. Reta i l Des ign is pr imar i l y a specialized practice of architecture and interior design, however it also incorporates elements of product design, graphic design, furniture design, interface design, exhibition design, ergonomics, photography & advertising. KIRAN KUMAR : architect + design manager: L'Oreal luxe!

RETAIL DESIGN

RETAIL DESIGN is complex study which incorporates the management of people and space with the ability to respond to r e t a i l ’ s m o s t e s s e n t i a l characteristics: change. Of most industries, retail is perhaps the most susceptible to the ever-changing demands of consumers, the economy, public policies and even the weather.


ROLE OF RETAIL DESIGNER

Designer task is to combine elements of psychology, technology and ergonomics with the retailers’ knowledge of the market to develop an interior which is most likely to fit the consumer profile.


ROLE OF RETAIL DESIGNER

The challenge is to invent new kinds of retail environments which are both efficient (in terms of space, flexibility and cost) and effective (to communicate the retailer’s brand values and encourage consumer activity), in order to meet ever-tougher consumer demands.


DESIGN THINKING

The importance of DESIGN is being recognized and in recent years, we have been seen an enormous increase in interest in DESIGN from the BUSINESS WORLD. Des ign th ink ing doesn ’ t necessarily mean design as such but rather the thought process and the approach needed to ach ieve new i n s i g h t s , i n n o v a t i o n s , successful solutions.


DESIGN THINKING DESIGN THINKING -  In a Chaotic & Rapidly changing

Environment.

-  Holistic Approach

-  Solution focused

-  Each solution has its own unique path & own Experimental way of working

-  End-User is Central

-  A r e fl e c t i v e , n a r r a t i v e & entrepreneurial mode.

DECISION THINKING -  In a stable context

-  Linear Approach

-  Problem- Oriented

-  Choose from Existing & proven recipes.

-  Existing situation is Central

-  An Analytical, Rational Scientific mode.


DESIGN THINKING IN RETAIL

In Retail, the Holistic approach which is so essential to success in design thinking…is even more sensitive. Retail Design has to be functional, physically as well as Emotional…Store Formula that is able to seduce customers into purchasing as much as possible. An Impor tant too l fo r temping customers is BRANDING, which is indeed an increasingly important part of Retail Design


SHIFT IN RETAIL

RETAIL 1.0 The Power is in hands of the manufacturer RETAIL 2.0 The Power is in hands of the retailer RETAIL 3.0 The Power is in hands of the consumer


FUTURE RETAIL

INNOVATION IS THE HOLY GRAIL IN RETAIL. AS THE TART DOESN’T BECOME BIGGER; EVERY RETAILER WANTS TO PUT THE COMPETITION OUT OF BUSINESS.

RODNEY FITCH


BRAND

Brand is simply an organization, or a production, or service with a personality. It is the source of a promise to the customer or a trust mark. It is main source of emotional connections with customers. It is something that should drives the design of the ‘total customer experience.


BRAND


The ART OF MARKETING IS THE ART OF BRAND BUILDING. IF YOU ARE N O T A B R A N D , Y O U A R E A COMMODITY. THEN PRICE IS EVERYTHING AND THE LOW-COST PRODUCER IS THE ONLY WINNER

- Phillip Kotler Kellogg

BRAND


Branding comprises all the activities that an organization undertakes to bring their brands and products into the minds of consumers, giving these brands and products the ability to a c t i v e l y p a r t i c i p a t e i n t h e marketplace.

CONSUMER JOURNEY IN RETAIL

HOME EXTERIOR!

STORE DEPARTMENT

SUB DEPARTMENT PRODUCT

BRANDS

•  Advertisement •  Promotions •  Club card •  Mailing •  Brochure •  Apps. •  Website •  Social media

o  Billboard o  Mobile Internet o  Delivery o  Shopping Street o  Store brand o  Shop front o  Ambiance o  Shop window

•  Store Brand •  Product

Presentation •  Staff clothing •  Experience •  Layout •  Welcoming

message •  Service

statement •  specialization

o  Experience o  Visual

Merchandising o  Shelf

presentation o  POS Material o  Product o  Mobile Internet o  Apps o  service

•  Experience •  Visual

Merchandising •  Shelf

presentation •  POS Material •  Brand

Experience •  Digital

Integration •  Information

o  Visuals o  Visual

Merchandising o  Packaging o  Collection &

range o  Price

communication o  Product

specification

Customer Loyalty


360° RETAIL

Formats & Channels

Digital Integration

Online Activities

Internal Branding

Location Store

Experience

Mass Media Communication

In-Store Communication

Visual Merchandising

Packaging Packaging

Assortment

Price

Service


FUTURE RETAIL


FUTURE RETAIL

WHETHER PHYSICALLY OR TROUGH C O N N E C T E D T E C H N O L O G I E S , S H O P P I N G I S S T I L L B E S T EXPERIENCED SOCIALLY….

PSFK, FUTURE RETAIL REPORT


THANK YOU

A Special thanks to Rodney Fitch Michel Van Tongeren Rasshied Din Jacob Mathew