Retail design- kiran kumar
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Retail design- kiran kumar

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Presentation towards the Retail Design Field

Presentation towards the Retail Design Field

More in: Design , Business
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  • 1. RETAIL DESIGN KIRAN KUMAR : ARCHITECT + DESIGN MANAGER: L'OREAL LUXE!
  • 2. RETAIL is one of the largest, Perhaps the largest sector of business in the World. KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 3. WHAT IS DESIGN ? D E S I G N Is the FUNDAMENTAL S O U L Of a man-made creation KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 4. WHAT IS DESIGN ? “GOOD DESIGN is Good business” – Thomas J.Watson “ What sells is a GOOD DESIGN” – Stefano Giovannoni “DESIGN is implicit and unifying” – Lee Green KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 5. WHAT IS DESIGN ? http://www.youtube.com/watch?v=WyxSZI2Iw6o&list=PL958A402B99C7CD34 KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 6. VALUE OF DESIGN DESIGN is the only thing that differentiates one product from another in the market place. DESIGN is an intangible value to product. KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 7. RETAIL DESIGN RETAIL DESIGN is creative and commercial discipline that combines several different areas of expertise together in the design and construction of retail space. Retail Design is primarily a specialized practice of architecture and interior design, however it also incorporates elements of product design, graphic design, furniture design, interface design, exhibition design, ergonomics, photography & advertising. KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 8. RETAIL DESIGN RETAIL DESIGN is complex study which incorporates the management of people and space with the ability to respond to r e t a i l ’s m o s t e s s e n t i a l characteristics: change. Of most industries, retail is perhaps the most susceptible to the ever-changing demands of consumers, the economy, public policies and even the weather. KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 9. ROLE OF RETAIL DESIGNER Designer task is to combine elements of psychology, technology and ergonomics with the retailers’ knowledge of the market to develop an interior which is most likely to fit the consumer profile. KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 10. ROLE OF RETAIL DESIGNER The challenge is to invent new kinds of retail environments which are both efficient (in terms of space, flexibility and cost) and effective (to communicate the retailer’s brand values and encourage consumer activity), in order to meet ever-tougher consumer demands. KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 11. DESIGN THINKING The importance of DESIGN is being recognized and in recent years, we have been seen an enormous increase in interest in DESIGN from the BUSINESS WORLD. Design thinking doesn’t necessarily mean design as such but rather the thought process and the approach needed to achieve new i n s i g h t s , i n n o v a t i o n s , successful solutions. KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 12. DESIGN THINKING DESIGN THINKING -  In a Chaotic & Rapidly changing Environment. -  Holistic Approach -  Solution focused -  Each solution has its own unique path & own Experimental way of working -  End-User is Central -  A r e fl e c t i v e , n a r r a t i v e & entrepreneurial mode. DECISION THINKING -  In a stable context -  Linear Approach -  Problem- Oriented -  Choose from Existing & proven recipes. -  Existing situation is Central -  An Analytical, Rational Scientific mode. KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 13. DESIGN THINKING IN RETAIL In Retail, the Holistic approach which is so essential to success in design thinking…is even more sensitive. Retail Design has to be functional, physically as well as Emotional… Store Formula that is able to seduce customers into purchasing as much as possible. An Important tool for temping customers is BRANDING, which is indeed an increasingly important part of Retail Design KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 14. SHIFT IN RETAIL RETAIL 1.0 The Power is in hands of the manufacturer RETAIL 2.0 The Power is in hands of the retailer RETAIL 3.0 The Power is in hands of the consumer KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 15. FUTURE RETAIL INNOVATION IS THE HOLY GRAIL IN RETAIL. AS THE TART DOESN’T BECOME BIGGER; EVERY RETAILER WANTS TO PUT THE COMPETITION OUT OF BUSINESS. RODNEY FITCH KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 16. BRAND Brand is simply an organization, or a production, or service with a personality. It is the source of a promise to the customer or a trust mark. It is main source of emotional connections with customers. It is something that should drives the design of the ‘total customer experience. KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 17. BRAND KIRAN KUMAR : architect + design manager: L'Oreal luxe! The ART OF MARKETING IS THE ART OF BRAND BUILDING. IF YOU ARE N O T A B R A N D , Y O U A R E A COMMODITY. THEN PRICE IS EVERYTHING AND THE LOW-COST PRODUCER IS THE ONLY WINNER - Phillip Kotler Kellogg
  • 18. BRAND KIRAN KUMAR : architect + design manager: L'Oreal luxe! Branding comprises all the activities that an organization undertakes to bring their brands and products into the minds of consumers, giving these brands and products the ability to a c t i v e l y p a r t i c i p a t e i n t h e marketplace.
  • 19. CONSUMER JOURNEY IN RETAIL HOME EXTERIOR! STORE DEPARTMENT SUB DEPARTMENT PRODUCT BRANDS •  Advertisement •  Promotions •  Club card •  Mailing •  Brochure •  Apps. •  Website •  Social media o  Billboard o  Mobile Internet o  Delivery o  Shopping Street o  Store brand o  Shop front o  Ambiance o  Shop window •  Store Brand •  Product Presentation •  Staff clothing •  Experience •  Layout •  Welcoming message •  Service statement •  specialization o  Experience o  Visual Merchandising o  Shelf presentation o  POS Material o  Product o  Mobile Internet o  Apps o  service •  Experience •  Visual Merchandising •  Shelf presentation •  POS Material •  Brand Experience •  Digital Integration •  Information o  Visuals o  Visual Merchandising o  Packaging o  Collection & range o  Price communication o  Product specification Customer Loyalty KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 20. 360° RETAIL Formats & Channels Digital Integration Online Activities Internal Branding Location Store Experience Mass Media Communication In-Store Communication Visual Merchandising Packaging Packaging Assortment Price Service KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 21. FUTURE RETAIL KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 22. FUTURE RETAIL WHETHER PHYSICALLY OR TROUGH C O N N E C T E D T E C H N O L O G I E S , S H O P P I N G I S S T I L L B E S T EXPERIENCED SOCIALLY…. PSFK, FUTURE RETAIL REPORT KIRAN KUMAR : architect + design manager: L'Oreal luxe!
  • 23. THANK YOU A Special thanks to Rodney Fitch Michel Van Tongeren Rasshied Din Jacob Mathew