Young Designers 2011

		Young Designers 2011
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Tanushree Saha | chundopoo@gmail.com

"Design Strategy Formulation for a New Indian Origin Crafts/Heritage-oriented Brand and Retail Format"

Strategic Design Management | PGDPD
Guide: Deval Kartik
Sponsor: Design for Change (DFC), Bengaluru

Keywords
Retail technology (RFID)
Indian retail scenario
Emerging ethnic brands
Retail fragmentation

The aim of my diploma project was to analyse and recommend a model for the creation of a new retail brand, targeting the heritage retail segment. The brand would be based in Bengaluru and would cater to the domestic and international markets in future.

My study included a road map and directions for design and creation of the brand, retail format, products category, sub-brands and their branding directions. I was also expected to come up with a design strategy for retail environment, soft experience and an overall complete retail identity and experience. The target users were divided into three categories: the primary segment comprising neighbouring resident families and business communities, the secondary comprising the young, emerging upper to upper-middle class spending group and the tertiary segment consisting of tourists, professionals and potential tie-ups.

The design process consisted of problem study and identification, followed by solution development and final delivery of services. Besides designing the brand identity and sub-brands, I did the service design and issued design directions for staff attitude and attire. I also put forth directions for the store’s overall look and feel, including the choice of music and visual merchandising. A consumer-centric approach was followed to derive solutions for better consumer experience and satisfaction.

The research methods provided me with valuable insights into the various retail segments and practices. The contextual adaptations by brands in different regions were brought to my notice. Interactions with people from different walks of life helped me understand the various demographics and their psyche and enriched my data collation process.