Young Designers 2009

Saurav Singh Arora
Design for Retail Experience | PGDPD
Developing Retail Brand and Business Model
Guide C S Susanth
Sponsonr Gokaldas Images Pvt. Ltd. Bangalore
> Retail design
> Brand building
> Apparel Merchandising
> Uniforms
My project revolved around a brand building exercise for a product line of uniforms in the ready-to-wear apparel segment targeting institutes and corporates for the Indian market place.
I commenced my project with research on the core issues surrounding uniforms. My study led to the realization that clothing types different across organizations and that there is also a difference in procurement procedures from different vendors. Detailed questionnaires were administered among customer groups. I also studied existing vendors and competitors in both the global and local markets to understand their USP’s and differentiating factors.
Starting with ideation, I came up with different themes for the name and identity based on the existing lifestyle for our target group. A brand for uniforms should bring in the emotion of oneness, team effort and a sense of belonging to a community. The final brand name ‘dressQode’ (Dress code) integrates all these attributes and provides a customized, unique ‘stand out from the crowd’ character to it.
I also designed the brand stationery, catalog and a retail kiosk as an extension of the same design principles which form the core of the brand.
Working closely with the CEO, marketing head and the chairperson added new dimensions to my professionalism. The brand building experience was extremely interesting as it involved understanding customer psychology and creating an enriching, meaningful user experience. I discovered a lot about myself and it sharpened my thought processes and decision making abilities. This project has been a turning point in my life.
Communication Design
ED 5
FVC 13
GD 18
Industrial Design
FID 11
PD 15
TrAD 8
Interdisciplinary Design
Design for Retail Experience 14
Chandni Garg
Chhavi Oswal
Darshini Shah
Dinesh P.
Gopal Meena
Mayur Raiyani
Naina Jain
Richa Sharma
Saurav Singh Arora
Shravya Uchil
Sony Gupta
Tanmay Jyot
Vandana J.J.
Vandita Sharma
SDM 17
I.T. Integrated Design
NMD 10
Textile Design
ADM 17
LAD 10
TD 37
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