Case Study

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TRANSFORMING RETAIL INTO INTERACTIVE EXPERIENCE • Due to the current advances in Information and Communication Technologies and consumers’ increasing interest in entertaining and interactive retail environments, the sector of retailing is forced to pursuit innovation to maintain existing consumers and attract new ones. Especially the use of virtual reality techniques offers tools for supporting the design of innovative systems capable of enhancing this process. the immersive technologies can be an efficient tool for pushing innovation in retailing

TOPIC

• Shopping is an activity that is a part of our everyday lives. Whether we are shopping to feed ourselves, clothe ourselves or simply out of enjoyment. We create relation with the retail environment where we feel comfortable with and reject spaces which do not match our image. The design of retail store is an ever changing cycle following fashion trends and consumer aspirations. Retail Spaces are at the forefront of contemporary interior design and keep on updating to stay competitive and appealing. • Now a days E-commerce is over Taking retail

Historically, retailers have played a role in society by making it possible for consumers to purchase goods and by providing services (Berry et al., 2010). However, in order to continue with prosperous growth, retailers need to face challenges and global competition within the retail sector and become more efficient, more flexible and better able to innovate. At the same time, there is also a need for retailers to understand how they actually contribute to innovation, and provide a means whereby they can be inspired to continue their work. The ongoing structural retail change we are seeing in terms of new channels and new actors on the market means that traditional retail business models are being challenged and new business concepts are being established. The need for innovation in ongoing multichannel behaviors and multimedia retailing environments is obvious (Dholakia et al., 2010); however, how to accomplish this is unclear. In addition, the growth of e-commerce affects many small retailers which are not able to keep the same price levels and assortment of goods that the big players can, which means they will disappear from the market. For many retailers one of the prioritized contemporary challenges is how to react to the threat posed by e-commerce. In order to become more connected with the multichannel consumer and to learn from their behaviour a number of private actors special characteristics of how the retail sector actually innovates, and will be based on the idiomatic belief that e-commerce is threatening the brick-and-mortar store. On the other hand, e-commerce actors risk becoming stuck in the same path, and continue to develop the old advantages of smooth logistic solutions and a focus on return management. Our distinct belief is that e-commerce and brick-and-mortar stores both are retail actors, and should be treated the same way in terms of how to boost innovation. , making retail innovative is not only a matter of internal concern to retailers, but is a concern to all actors in the value chain. The transition to a digital society where individuals are constantly connected to the Internet is one of our greatest social changes and as such it affects competition, business models, business growth, global development and innovation. Whether a firm succeeds or not depends on consumer value delivered and retail firms must strive to better align themselves to consumers’ evolving needs. As a result, the ability to innovate successfully to create customercentric differentiation is critical to the overall success of the retail sector.

• Firstly to understand the retail industry. • How the trending change of E-commerce overtaking offline retails. • Understanding in detail the Fashion & Accessories Segment under flagship store. • Understanding the current Industry • To understand the gap between retail design and how the changing trend of ecommerce affecting retail sector and how this gap can be fulfilled. • Forecasting the demands of Future Retail through a better design solution. • The aim is to entice, excite and enthral the consumer by creating an Interactive Experience.





I am going to design a Retail Store for apparels which will be of interactive nature, highly technological, experiential store where an individual can experience the store in terms of commodities which he/she is buying, the inner environment, the facilities provided. When it comes to shopping it’s all about quality, speed, time, comfort ability, flexibility, convenience, seamless experience etc. which will be all together be experienced in one space UNDER 1 ROOF

7 Most famous Flagship Stores from around the World

CASE 1

The Dubai Mall is the world's largest shopping, leisure and entertainment destination There are now over 1,200 shops open in The Dubai Mall.

It is a destination where fashion, innovation and lifestyle meet and offer ‘Fashion Different’ for men, women and kids. This retail concept currently has 30 stores across KSA, UAE and Kuwait.

ICONIC has recently won the Most Admired Social Media Campaign of the year Award for the year 2012. ICONIC has also won the Store Design Awards for the year 2011.

The store offers a unique combination of high-street and cult brands divided in sections like Trend, Youth, Smart, Boutique, Bea ch & Sport, Contemporary, Denim, Foot wear, Lingerie, Accessories, Station ary, Gifts, Gadgets and Art giving consumers the opportunity to trade up or down at ease.

Showca sing the latest collecti ons is the cutting edge fashion section of.

ICONIC

The brand represents a meeting point for fashion, innovation and lifestyle, where people of any age, gender or culture are welcome. First ICONIC fashion lifestyle store in Dubai opened its doors in February 2010. From this initial 70,000 sq. ft. flagship outlet.

UNDER ONE ROOF WHICH boasts over 130 brands Collections feature leading labels like Paul’s Boutique, Lipsy, Lucy in the Sky, Philosophy, Adidas and Nike, etc along with interesting designer collaborations like Aisha Ramadan and Dar Al Hazar.

KIDS

Store’s 20% area has been covered for Kid’s Section which divided Clothing, Stationary,Gifts,Gadets & Art

WOMAN

Store’s 50% area has been covered for Women’s Section which divided in sections like Trend, Youth, Smart, Boutique, Beach & Sport, Contemporary, Denim, Footwear, Lingerie, Accessories, displays all the latest collection.

MEN

Store’s 30% area has been covered for Men’s Section which displays all the clothing, accessories of latest collection.

Inside the Store

INTERIORS • • • • • • • • • •

Wide open entrance in Glass with Central Displays for attraction. There are various furniture units from Central Display Unit to Mannequin Display, Gondola's , Wall Display, Etc. Material used in the furniture is Korean Wood, Stainless Steel It has False Ceiling with LED lights. Different Flooring Pattern for different Sections of area’s eg Black & White Chekers, Plain Dark Color Vitrified Tiles. It also adds upon a Mezzanine Floor The total height of the store is 22’ Apart from this the store has Led display screen which Display different upcoming products, fashion shows, product information etc. Display Criteria is 6:4 , that is 60% Display and 40% Folding Display. It also has 20% of Back Storage of the total area.

CASE 2

DLF Emporio is a shopping mall situated in Vasant Kunj, New Delhi. It is one of the first truly zoned luxury malls to open in India. It is also one of the most expensive malls in the country with rental rates of Rs.900-Rs.1,000 per sq. ft. per month. It is said to be Asia’s luxurious mall.

Made in Italian marble, burnished wood, and gleaming brass detailing. DLF Emporio has four floors including Ground Floor and comprises an area of 320,000-square-foot (30,000 m2). The mall features over 170 brands including 75 International Brands. It was developed byDLF Universal and opened in August 2008.

MAJOR BRANDS

FLOOR PLANS

Burberry, established 1856, is an iconic British luxury brand, recognised globally for its innovative menswear, womenswear, childrenswear, accessory, beauty and fragrance collections.

10,000 Sq Ft area, Flagship Store By exploring unique brand innovations such as Burberry Acoustic, Art of the Trench and 3D hologram runway shows, Burberry continues to connect heritage with pioneering technology and digital media. The Emporio Mall store is Burberry’s second in India. The store showcases men and women ready-to-wear as well as a full range of accessories and Childrenwear.

Inside the Store

INTERIORS • • • • • • • • •

Wide open entrance in Glass with brass framing in golden polish with Central Displays for attraction. There are various furniture units from Central Display Unit to Mannequin Display, Gondola's , Wall Display, Etc. Material used in the furniture is Korean Wood, Stainless Steel, Burnish Wood It has False Ceiling with LED lights. Flooring in Italian Marble The total height of the store is 15’ Apart from this the store has Led display screen, 3D holograms which Display different upcoming products, fashion shows, product information etc. Display Criteria is 6:4 , that is 60% Display and 40% Folding Display. It also has 20% of Back Storage of the total area.

SERVICES

CRITERIA BEHIND DOING THE CASE STUDY



• •

Firstly studying the largest flagship store in the world of multi-branded store in world’s largest Mall- outside India in fastest developing Country with all latest technologies. Secondly studying the flagship store in India of the most luxuries brand in the world for Mens, Womens and Children in the Asia’s luxurious Mall. By doing these two case studies I got to know about the planning, concept, zoning,circulation,services of a multibranded flagship store as well as an individual flagship store.

COMPARITIVE STUDY ICONIC

BURBERRY

Located in world’s largest Mall

Located in Asia’s Luxurious Mall

Situated In Dubai

Situated In Delhi

Store Area 70,000 Sq Ft

Store Area 10,000 Sq Ft

Latest technology and Features like Led Displays, Fashion Show etc.

3D Hologram Displays, Fashion Show

Multi- Branded Store

Individual Fashion Retail Store

Deals in Men, Women, Kids Wear, Accessories, Gifts, Stationary, Lingerie's, Beauty& Cosmetics, Footwear, Bags Etc

Deals in Men, Women, Kids wear, accessories, Beauty Products.

Most luxuries in Multi-Branded Format

Most luxuries in Individual Retail Format

Marketing Study is "the process that links the consumer and end users to the market through1. information used to identify problems 2. evaluate marketing actions; 3. monitor marketing performance; 4. improve understanding of marketing as a process. - And thus analyse the result.

MARKET STUDY

•A street which is centrally located in a city from past so many years and which is a hub of marketing, important shops and business of a town or city.

SHOPPING MALLS

HIGH STREET

TYPES OF MARKET

•It’s a multi activity complex which makes self sustaining trading hub which is more over located with facilities & brings latest technology to its customer.

•Clients and customers who will buy a product in the region or area in which it is produced. •For marketing purposes it is important to know who will buy the product, where they are located and how far they will travel to obtain the product. •The local market includes customers located within the region the product or service is produced or made available.

LOCAL MARKET

LOCAL MARKET

Vaishali Nagar Market All other local markets of Jaipur

AREAS CATER BY VAISHALI NAGAR MARKET

Near By Areas

Fashion Store(Clothing)

Military Area

Local Brands

Vaishali Nagar

National Brands International Brands 2%

Multi-Branded Store 28% 49%

*Source-www.googlemaps.com

21%

Government hostel

Sanganeri Gate

• U.S.Polo • Reebook • Adidas • Puma • Woodland • Wills lifestyle • Lee • Allen Solly

KIDS

•John Player •Parx •Vanheusen •Clubfox •U.S.Polo •Monte Carlo •Lacote •Zodiac •Reebook •Adidas •Louis Philippe

WOMEN

MEN

HIGH STREET

• Adidas • Puma • Nike

SHOPPING MALL

COMPARITIVE STUDY

LOCAL MARKET

HIGH STREET

SHOPPING MALL

PARKING

SOMETIMES

SOMETIMES

YES

RESTROOM

NO

NO

YES

SPACIOUS STORES

NO

NO

YES

ORGANISED

NO

NO

YES

VARIETY OF BRANDS

LIMITED

LIMITED

YES

FASHION ASSESORIES WITH IN THE STORE

NO

NO

YES

DISPLAY

SHELF SYSTEM

60% FOLDED 40% DISPLAY

FULLY DISPLAYED

AMBIENCE

NOT SO PLEASING AND ATTRACTIVE

NORMAL

VERY PLEASING AND ATTRACTIVE

CIRCULATION

LIMITED

LIMITED

PROPER CIRCULATION

ZONNING

NO

NO

PROPER ZONNING IN TERMS OF CATEGORY DIVISION

SECURITY

NO

NO

YES

Market we have chosen for Fashion and Accessories Multi-branded Flagship Store Retail Outlet is Shopping Mall

• • • • • •

Multi shopping unit Involve each and every aspect of other markets. Time saving concept. Easily approachable for all the class Having full facilities like parking, securities etc. Studying the future consideration the graph is going high towards shopping mall.

MARKET ANALYSIS

SITE GEOGRAPHICAL LOCATION

DELHI HIGHWAY AGRA ROAD

JAIPUR CENTER

AJMER HIGHWAY TONK

ARTISTIC VIEW

REALISTIC VIEW

The project is spread over 2.6 Acres of Land, the potential development of the complex is well over 4,50,000 Sq. Ft.

Over a hundred well appointed stores from apparel and beauty, fragrance and accessories, home decor and electronics with limited high value items for shopper to stroll and shop to one's heart's content.

Our Jaipur Center is premium located High street plaza , which is just 2 Km’s from the Sanganer Airport, at the intersection of the Tonk Road & the proposed highway to Ajmer, near Asia’s biggest Circular Park – Jawahar Circle.

ABOUT SITE

At Jaipur Centre you can showcase your classy offering to woo the creme de la creme of society.

Jaipur Centre is a highend retail cum state of art office complex . The entire project promises to be a landmark of eloquent architecture.

This high street plaza is in beehive of 2500 four star and above keys.

The complete structure is of 2 basements + Ground + First to sixth floors. Both the basements are dedicated for parking and could contain around 600 cars at a time. Ground, first & second floors are retail areas, having niche & premium brands outlets and retailers. Third floor is dedicated for food court and entertainment zone. From 4th to sixth floor, we have offices.

Low CAM charges High height of retail (Floor to Floor-14’ Feet) Use of post tension technique for the beams (Vis- aVis depth of the beam is mere 1.5 ft.) Dual metering for all retail and offices Independent Water Cooled Package units using green refrigerant

This is state- of art , one of the first commercial Leed certified gold rated Green building. By virtue of green building ,there is saving in energy of more than 20%.

FEATURES

Vast parking space of more than 600 cars

• • • • • • • • • • • • • • • • • •

Project Highlights One of the First Commercial Green Buildings of Rajasthan International and Niche Brands 5th Generation Addressable Alarm and Fire Fighting System Mechanized parking for over 600 cars IBMS with 24 hours security and CCTV Low Maintenance Charges Proximity to the Airport, Metro Station and Premium hotels What is Inside? Over Hundred well-appointed stores Premium Offices Mini Shops Food Court High-tech Kids & Entertainment Zone Health Center with Spa and Gym Restaurants Fashion Bar Cinema with 3 Screens

PROJECT HIGHLIGHTS

NEAR BY AREAS TONK ROAD JLN MARG JAIPUR MARRIOT

FORTUNE,BELLA CASA JAIPUR CENTER B2 BYPASS JAWAHAR CIRCLE TONK ROAD AIRPORT ROAD

MAJOR CONNECTING HIGHWAYS

R1’’

R1

VEHICULAR movement R2’

R2

R3

R2’’ R1’ PRIMARY ROAD R1-Tonk Road R2- B2-Bypass R3-Jawahar Circle Road

SECONDARY ROAD

TERTIARY ROAD

R1’-New Sanganer Road R2’- Jawahar Circle Road

R1’’-JLN Marg R2’’- Airport Road

Jawahar Circle

Jaipur Center

PEDESTRIAN movement

SUMMER SUN PATH 12:00pm

SITE ANALYSIS

WINTER SUN PATH 12:00pm WIND MOVEMENT (WESTERLY WINDS) AREA EXPOSE TO SUN

AMPLE OF NATURAL LIGHT IN THE CENTER ATRIUM BECAUSE OF SKYLIGHT USED ON THE ROOF

Area = 15229 Sq Ft Personal Lift Inside the Store No of Entrances for the storeNear By Services- Lift, Escalator, Washroom

SITE IMAGES

Fully High Tech Building with Auto control System. Water Supply & Treatment •The Complex has been planned with two tube wells and adequate water storage tanks, with state of the art water softeners and sand filtration plants. •1 lakh ltr 2 tanks underground •75 thousand 2 thanks •20 thousand ltr 2 overhead thanks •16 thousand ltr 2 overhead tanks

Waste Water Disposal & Management •Sewage water recycling will be done through a well designed Sewage Treatment Plant.

Rain Water Harvesting •Rain Water Harvesting System to recharge Ground Water.

Vertical Circulation • Passengers Lifts Connecting All Floors. • Escalators Connecting Ground, First, Second & third floor( after third floor offices) • Service Lift. • Stair Cases Including 2 Service Staircases.

Parking •Mechanized Parking for 600 cars.

SERVICES AT THE SITE

Earth Quake Resistant RCC Structure •Earth quake resistant RCC structure. •PT Beams& Slab •Construction as per Vastu

PROJECT HIGHLIGHTS

Green Building

•This Project is Certified for Gold Rating by LEEDS. Mall Exterior

•Imposing Entrance. •Magnificent Elevation with Glass Facade. •Stone Cladding up to Retail area. •Entire exterior is enclosed with high performance Double Glass Unit & Insulated brick work for energy conservation as per Green Building norms. Flooring

•Granite / Vitrified Flooring in all common areas. Doors & Windows.

•Glazed door in Retail and well seasoned wooden flush doors and windows in Office area.

Mall Lighting Facade lighting, Site lighting and well designed Internal lighting. Lighting fixtures include 24 Hrs compact Fluorescent Burners, Energy Efficient Lamps, Effect lighting in Atrium.

Rest Room Well equipped gents and ladies wash room on all floors. Disabled rest room. Rest rooms on both the basements for staff.

Other Features First Aid Travel Desk Handicap Assistance Mobile Phone Recharging Baby Strollers Foreign Exchange

1.

Architect Maithel & Associates Architects Pvt. Ltd.

2.

Structural Consultant Vijay Tech Consultants Pvt Ltd.

3.

Services Consultants Spectral Services Consultants Pvt. Ltd.

4.

Green Building Consultants Kamal Cogent Energy Pvt. Ltd.

5.

Project Management Consultants V. G. Architects & Engineers

6.

Technical Auditor Indrajit Maitra Associates

LIST OF ASSOCIATES

Aim is to bridge the gap between Brick & Mortar Store & E-commerce

BASIC PROPOSAL

By bridging the gap it will be more convenient and satisfying for the customer that will help in increase the economic growth of retail market

Providing customer to interact with the store at multi-sensory level, that generates an emotional response and attract attention

Satisfying Customer Needs & Demands under 1 Roof by providing futuristic design solution

Retail will be on boom after giving this design solution, which will be a futuristic approach in design.

Giving customer an Interactive Store Experience with various facilities

Brick & Mortar Store/In Store Shopping D I S

Bridging the Gap

Limited Merchandise

Almost all Merchandise

Time Consuming

Fast Process

Interaction with the Product

A D V A N T A G E S

No physical Interaction

Trial

Flagship Store

No Misleading with the customer No Cash Back

Add-on services like alteration No-Additional discount services as they have to maintain their brand norms and regulation Seasonal Sale Limited scope of making payment Cash, Credit, Debit

No Trial Chances of Misleading with customer Opportunity of Cash Back

Physical Store Experience Filtration of Product is difficult

E-commerce/Online

No Physical Store Experience

Concept Store

Interactive Experience

Filtration of Product is more convenient & easy No add-on services Additional Discount services like use your credit card and get 10% cash back, use promo card as they have tie ups with other brands Sale throughout the year Wider scope of making payment e.g. Go -Cash, Pay tm, My Wallet

A D V A N T A G E S

FLAGSHIP STORE

ALL MERCHANDISE

CATERING MOST UPSCALE CUSTOMERS

MORE ABOUT SHOPPING FOR LEISURE , PLEASURE & EXPERIENCE

CHAINS LARGEST & FIRST RETAIL OUTLETIN THE CITY

WORLD CLASS DESIGN EXECUTION AND ATTENTION TO DETAILS

PROVIDES MOST MEMORABLE & INTERACTIVE SHOPPING EXPERIENCE

INTERACTIVE EXPERIENCE

Holograms Window Displays

Visual Trial Screens

Hologram Product Display

Visual Display Screens

Cash Deposit Machine

3D Fashion Show

-WINDOW DISPLAY -DISPLAY -PAYZONE

-REST ROOM

-CAFETERIA -LOUNGE -KIDS ZONE

-SELF CUSTOMIZATION AREA

-BACKSTORAGE -SERVICE ROOM

-ALTERATION -TRIAL ROOM

CONCEPTUAL STORE

CONCEPTUAL AREA REQUIREMENT STORE

AREA ANALYSIS & ZONING

Minimum Area Required for Display of Clothing = 500 Sq ft MINIMUM Minimum Area Required for 2 Trial Rooms = 50 Sq Ft AREA Area Required for Window display = 50 Sq Ft REQUIREMENT Area required for basic required furniture=100 Sq Ft (Including 2 CDU, Gondolas, Cash Counter) Back Storage – 20% of total area of the store Minimum Area Required for Cafeteria-258 Sq Ft Minimum Area Required for Lounge- 20 Sq Ft per person (400 Sq Ft for 20 People at a time) Minimum Area Required for Kids Zone- 150 Sq Ft Minimum Area Required for Rest Room- 30 Sq Ft Other Spaces- 400 Sq Ft Minimum area required for Service Room- 10 Sq ft Minimum Area Required for all the above Spaces is 2000 Sq Ft excluding circulation.

Cafeteria Requirement • • • • • • • •

Seating area – enclosed space Seating area – semi-enclosed space Kitchen Counter area (where you would have the display of various snacks you would like to have.) A refrigerator (for ice-creams and cold drinks) A store room (very important) A decorated entrance foyer Some natural and artificial plantations to make the interior space look greener and livelier.

• • • •

Seating area = 6m x 10m = 60sqm Number of persons that can be accommodated = 50 Area per person = 60/50 = 1.2sqm Seating style = round tables with 5 chairs each.

• • • • • • •

Kitchen = 3mx4m = 12sqm Store = 3mx3m = 9sqm Area per person (Kitchen) = 12/50 = 0.24sqm Area per person (Store) = 0.18sqm Area per person for Kitchen of a Cafeteria = 0.24sqm For 100 persons, the area will be = 0.24 x 100 = 24sqm That means, to serve a crowd of 100 persons at a time, the area of the cafeteria required to be designed will be 24sqm/258sqft

Lounge Requirement • •

Social recreation spaces should be minimum twenty (20) square feet per person So for Minimum 20 Personx20 Sqft = 400Sqft

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Case Study

TRANSFORMING RETAIL INTO INTERACTIVE EXPERIENCE • Due to the current advances in Information and Communication Technologies and consumers’ increasing ...

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