ATELIER THREADS THAT WEAVE TOGETHER THE FABRIC OF INDIA
SHREYA LUNAWAT | FASM 311 | OSCAR BETANCUR digitally published linkhttps://indd.adobe.com/view/82f8a61d-98de-433b-96aa-cb6706226b06
PURPOSE bring forward the value of indian craftsmanship
BRAND INSPIRATION
AZA FASHIONS - indian multi designer brand - leading fashion authority - fashion forward and trendsetting pieces - personalised attention
MISSION STATEMENT “WE ENVISION BRINGING INDIAN CRAFTSMANSHIP TO THE FOREFRONT OF GLOBAL RETAIL, AND ARE COMMITED TO DELIVERING AN EXTRAORDINARY SHOPPING EXPERIENCE.”
BRAND ANALYSIS - offering handpicked selections of the best fashion dedsigners of india - luxury apparel and accessories - provide customers with personalised attention from trained fashion consultants
BRAND POSITIONING
High Price
Less exclusive
Exclusive
Low Price
TARGET MARKET
AGES 18 - 55 upper middle class
CUSTOMER PROFILE
1 NAME: DEEPIKA D’SOUZA AGE: 30 UPPER MIDDLE CLASS HOBBIES: PAINTING, SHOPPING PERSONALITY: SOPHISTICATED, CLEAN ONLY PURCHASES HIGH END FASHION
CUSTOMER PROFILE
2 NAME: SHANAYA JAIN AGE: 24 MIDDLE/ UPPER MIDDLE CLASS HOBBIES: HIKING, WATCHING TV PERSONALITY: OUTGOING, FRIENDLY USUALLY INTO FAST FASHION, BUT PURCHASES HIGH END FASHION ON SPECIAL OCCASIONS
CUSTOMER PROFILE
3 NAME: NATASHA IVAN AGE: 28 MIDDLE/ UPPER MIDDLE CLASS HOBBIES: TRAVELLING, COOKING PERSONALITY: ADVENTOUROUS, RISKTAKER ALWAYS WILLING TO APPRECIATE AND EXPERIENCE NEW CULTURES/ VALUES
MARKETING STRATEGY
- lauched its online platform in 2015 - scaled up its online operations - aimed expansion to u.s - personal attention to each customer
THE STORE
INTERACTIVE SPACE
WHY RETAIL SPACE FOR INDIAN CRAFTS? -
more than what you think a lot of time and effort wont understand until you experience it more than money, it has value every kind of work has its own quality every designer has its own aesthetic so much more than just ‘indian work’
ANITA DONGRE
DESIGNERS
SABYASACHI
MANISH MALHOTRA
ABUJANI SANDEEP KHOSLA
FLOOR PLAN SKETCHES/ IDEAS
FLOOR PLAN - ROOMSTYLER
6 VIEWS FRONT
BACK
6 VIEWS INSIDE
CLOSE UP
6 VIEWS WIDE
SIDE
FINAL RENDERS
THE ‘TUNNELS’ ARE THE ENTRANCE AND EXIT POINTS, CONSISTING OF SCREENS WITH SPEAKERS, EXPLAINING TO THE AUDIENCE WHAT THEY WOULD BE EXPECTING IN THE STORE AND ALLOWING THEM TO APPRECIATE THE CRAFTSMANSHIP IN INDIA.
FINAL RENDERS
FINAL RENDERS
FINAL RENDERS
this is one of the booths of the designers. there would be an assistant or the designer herself/himself that would be giving a tutorial on their specialised technique within their work so the customers can experience it themselves.
FINAL RENDERS
There are four booths of each respective designer presented in each corner, showcasing the process on the walls behind each booth, with platforms for customers to stand on, that would properly show their outfits.
FINAL RENDERS
THE MIRRORS ALLOW INDIVIDUALS TO TRY ON THEIR CLOTHING AND CHOOSE THE JEWELLERY ON THE SCREENS, THAT THEY WOULD PREFER TO WEAR WITH THEIR CLOTHING, WHICH WOULD ALLOW INDIVIDUALS TO COMPLETELY VISUALISE THEIR LOOK WITH JEWELLERY BEFORE THEY PURCHASE THE GARMENTS.
APP DESIGN This app serves as a complement to the store, as the photos that are taken in the store allows you to scan the Qr code on the app, which then saves the image of an individual with their jewellery, in the gallery. This promotes the app largely and encourages individuals to download the app, increasing user interaction within a community. https://xd.adobe.com/view/0cf4bec7-ac80-4fcc-5c8e-bdddceac5f0f-7ac5/
appreciate the beauty. it is much more than we think.