People, A Gen Z Retail Experience Store
FITCH x Aditya Birla I 2017-2018 I Core team of 2How can we create a go-to destination for youth and GenZ fashion?
Featured : Cover of VMRD Magazine I Awards : Nominated in the Best store design category-VMRD Awards
People, a fashion retailer by Aditya Birla Fashion and Lifestyle started life as a value for money fashion brand selling mens, women and kids wear. An undifferentiated offering in a highly competitive space.
To stand out amongst the clutter of other value players and international category entrants, they approached FITCH to help them carve out a niche as the go-to destination for youth and Gen-Z fashion.
The Brief:
Our task was to create a customer experience keeping the new brand positioning of being youthful and edgy in mind, which would cater to the likes of Gen Z.
Our Opportunity:
To create platform which allows customers to come together and explore the latest trends. An ever changing experience where one can browse through specially curated looks, following the latest fashion.
Central Idea
‘Express Your Edge’ celebrating the confident attitude and edgy spirit of India’s youth.
Experience Principles: Trend core, It’s we not me, A content studio - Go create.
Zoning Principles:
All People outlets revolve around a ‘Trend Core’, the spine of the entire store experience.
This is an ever-changing physical structure that keeps up with and amplifies the latest fashion and social media trends as well as houses the best and the latest styles curated by stylists.
Stores are specifically intended to encourage group shopping through group trial rooms and selfie opportunities.
As a retail experience, People embodies the agile and responsive qualities of fast fashion. This makes it a space to constantly discover new looks and styles, giving customers compelling reasons to visit and return.
An open façade makes the trend core visible from the street, bringing latest trending garments straight to passing shoppers, thereby creating excitement and intrigue about what’s to come inside.
The overall design is based on a moveable system, giving stores the flexibility to transform into after-hours event spaces.
Trend Core provides a platform for in store performances, dramatic photoshoots with exciting backdrops and Go Create by organizing fashion workshops.
Department stories and highlighter along the perimeter.
Modular mid-floor fixtures kit which can adapt to various departments and store formats.
Design Adaptation
Sahakarnagar, Bengaluru
Taking the proposed design its key experience principles of ‘Express Your Edge’ and adapting it to the first site.
Featured : Cover of VMRD Magazine, May 2018
Ground Floor: Women’s Wear Trend Core
Ground Floor: Women’s Wear Trend Core
Ground Floor: Women’s Casual Wear
First Floor: Men’s Wear Trend Core
First Floor: Men’s Casual Wear
Denim Section