design:retail - March/April 2020 - TR13

CASE
Experience in
in India
India BY
BYGENSLER
GENSLER
CASESTUDY:
STUDY:Rethinking
Rethinking the Customer Experience
QUICKFACTS
FACTS
QUICK
Motivation:
RelaunchReady-to-Wear
Ready-to-WearBBrand
rand
Motivation: Relaunch
Sector:Men's
Men'sApparel
Apparel
Sector:
Number
of
Stores:
prototypes(mall
(mall++flagship)
flagship) in India
Number of Stores: 22prototypes
ProjectBudget:
Budget:N/A
N/A
Project
Desired
ROI:
N/A
Desired ROI: N/A

TheRaymond
RaymondGroup
Groupisisone
oneof
ofIndia's
India'slargest
largest branded
branded fabric
fabric
The
andfashion
fashionretailers
retailerswith
withover
over700
700stores
storesin
in over
over 200
200 cities.
cities.
and
As
a
leader
in
luxury
textiles
and
made-to-measure
mens
As a leader in luxury textiles and made-to-measure mens
tailoring,Raymond
Raymondwas
waslooking
lookingto
toexpand
expand into
into the
the ready-
ready-
tailoring,
to-wear
category.
After
closing
all
its
existing
stores
due
to-wear category. After closing all its existing stores due
lacklusterperformance,
performance,Raymond
Raymondturned
turned to
to Gensler
Gensler to
to
totolackluster
assist
in
crafting
its
ready-to-wear
brand
story
and
creating
assist in crafting its ready-to-wear brand story and creating
newconcept
conceptprototype
prototypestores.
stores.
new

DesignElements
Elements
Design

keycomponent
componentof
ofdeveloping
developingthe
thestore
store design
design strategy
strategy
AAkey
wasaafocus
focuson
onmarket
marketresearch
researchand
andconsumer
consumer insights
insights to
to
was
refine the brand story, define the customer journey, and
refine the brand story, define the customer journey, and
identify key storytelling moments, leading to an innovative
identify key storytelling moments, leading to an innovative
concept addressing the modern Indian male. Given the
concept addressing the modern Indian male. Given the
enormous brand recognition for its textiles and custom tai-
enormous brand recognition for its textiles and custom tai-
loring, the challenge was to leverage the brand's strengths
loring, the challenge was to leverage the brand's strengths
while appealing to a different target audience and avoid-
while appealing to a different target audience and avoid-
ing brand confusion. Purposeful curation of merchandise,
ing brand confusion. Purposeful curation of merchandise,
"dioramas" that styled that latest fashions, attentive service
"dioramas" that styled that latest fashions, attentive service

evoking
evoking the
the tailoring
tailoringexperience,
experience,and
andseamless
seamlesstechnol-
technol-
ogy
enabled
a
customer
experience
that
ogy enabled a customer experience thatcombined
combinedthe
the
convenience
and
speed
of
modern
shopping
with
the
convenience and speed of modern shopping with thehigh
high
touch
of
a
personalized,
bespoke
encounter.
touch of a personalized, bespoke encounter.

Outcomes
Outcomes

The results were literally award-winning, with several
The results were literally award-winning, with several
industry awards since opening, but most importantly,
industry awards since opening, but most importantly,
they exceeded business objectives.
they exceeded business objectives.

Key Metrics
Key Metrics

The client measured success in terms of store sales,
The client measured success in terms of store sales,
footfall, conversion rates and media "buzz".
footfall, conversion rates and media "buzz".
The project resulted in:
The project resulted in:
* Product sales increase of 25%
* Product sales increase of 25%
* Conversion of footfalls of 80%
* Conversion of footfalls of 80%
(industry avg. ~60%)
(industry avg. ~60%)
* Average Bill Value up by 50%
* Average Bill Value up by 50%
* Setting of retail benchmarks
* Setting of retail benchmarks
in Bangalore
in Bangalore

2017 Shop!
ROI Standards:
StoreStore
Redesign
2017 Shop!
ROI Standards:
Redesign
2017 Shop! ROI Standards: Store Redesign

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2017 Shop! ROI Standards: Store Redesign
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design:retail - March/April 2020

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