design:retail - August 2014 - (Page 50)
050
New
By ERIN M. LOEWE
Photos by CONSTANTINE LYKIARD
Traditions
Indian apparel house Arvind revamps its image
and offers a more modern approach to customized
clothing for urban men
ou may have never heard of
Arvind Ltd., but over the past 30
years, it has become one of the largest
textile and branded apparel companies in
India. From custom-stitched to ready-towear, the Ahmedabad, Gujarat, India-based
men's clothier has been steadily expanding
to total more than 1,000 stores, including its valuefocused MegaMart and higher-end The Arvind Store,
which was recently refreshed and expanded.
For The Arvind Store renovation, the company
reached out to Columbus, Ohio-based global design
agency FITCH. The first flagship setting the new design standard opened at C.G. Road in Ahmedabad.
A major part of overhauling The Arvind Store
was seamlessly bringing together all of Arvind's
in-house brands with their licensed brands-
including Arrow, Tommy Hilfiger and Nautica,
among others-as well as upgrading existing custom
tailoring concepts in-store, like Studio Arvind and
Arvind Denim Lab (ADL).
"Studio Arvind was core to The Arvind Store
AUGUST 2014
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concept from its inception," says Kulin Lalbhai,
executive director of Arvind. "It was meant to be a
styling studio where customers could design their
own wardrobes. In its earlier design, [Studio Arvind]
was not effective, so we asked FITCH to redesign it
completely. We needed to make it more modern and
aspirational, and to tweak the customer journey."
The 3,950-sq.-ft. Ahmedabad flagship's design features custom fixtures, tongue-and-groove hardwood
flooring, and track and diffused fluorescent lighting
to properly display the fabrics, tailored options and
off-the-rack clothes for the discerning shopper.
Unlike in the United States, custom clothing is
commonplace in India, although Lalbhai says that
has been changing over the past 20 years. Constantine
Lykiard, creative director at FITCH's office in Mumbai,
India, says numerous local tailors who focus on fine
fabrics meet the demand for high-end bespoke clothing. He says companies like Arvind offer a "middle
ground" by combining quality tailoring with more
affordable fabrics.
In addition, India's large garment industry and
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Table of Contents for the Digital Edition of design:retail - August 2014
design:retail - August 2014
Contents
Editor’s Note
Show Talk
On Trend
We Love This!
Designer Picks
Innovation
Postcard
How’d They Do That?
Have You Heard?
Mingle
The Visual Eye
Searching for Steve Jobs
Global Designer Roundup
ALMACENES SIMAN
The Arvind Store
diptyque
Products
Backstory
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