The project brief was to understand customers’ interaction with the existing format of exclusive lingerie retail and derive retail design guidelines for the future.
The scope of the project was to realize the target customer segment and the factors which influence Indian women while purchasing their lingerie from exclusive outlets, to understand customer touch points and pain points in the present space of contact. This gave cues to the desired space, and led to an in-depth study of active and passive customer browsing behaviour in the present scenario. It also helped to understand retail formats and their relevance in terms of customer requirements and desires. These, when evaluated, helped in strategizing the new space.
Due to limited availability and the lack of a specialized and organized retail ambience, fashion consciousness and quality, awareness of the Indian consumer of intimate apparel is yet to be fully developed. The category, so far, has been largely marketed as a price and margin driven commodity. However, there is a large potential waiting to be tapped.
Unjustified prices, ineffective brand communication, non-contextual brand representation, hiking property rates, unfamiliar arrival, lack of cultural relevance, confused brand positioning and lack of emotional connect make exclusive stores face less footfall. The big issue now faced by manufacturers’ brands and retailers worldwide is how they should continue to relate to the genuine desires and emotional wants of their female consumer base.
The project required me to hear out the dilemma of the customers and questions they had about the environment, see how staff in stores interacts with customers, and feel the touch of merchandise at the store. Interacting with people, all so different yet having similar desires, inhabitations, needs and questions gave me insights which are priceless. The insights, I gathered, have helped me to give a new dimension to my project.