The Reliance Trends Fashion Store

FITCH x Reliance I 2015-2016 I Core team of 3

How can we transform a department store into a fashion destination?

Featured : VMRD magazine

Reliance Trends is a value retail brand, they approached us as they wanted to re-position their brand from a branding to a retail experience point of view.

The vision was to create a brand which enhances their new brand values of being fashion forward while representing international styles.

The Brief:

To create a new and future-proofed Reliance Trends retail experience store that will:

Elevate the brand image
Bring to life the new positioning
Augment service offering to be a key differentiator

The Challenge:

“To be known for the best fashion and quality at surprising prices.”

Our Opportunity:

Bring in the inspiration, guidance and motivation through an exciting experience of fashion shopping.

Creating desirability around the search and discover shopping experience.

Making consumers confident that they can find the right look at the right price.

Helping them to create and master their own style and acknowledge their smart decision

Central Idea

Create a retail experience which becomes ‘The destination to discover your fashion’

Experience Principles: An Active Destination, Demonstrate Fashion Credentials, Be a Style Guide, Lead with Category not labels

The Great Fashion Escape:

We believe in providing an unparalleled destination of both inspiration and guidance.

Desirable looks off the global runways are presented dramatically in a more indulgent space where glamor immerses, choice abounds and service excels.

Planning Principles:

Inspire - Dramatic, Expressive: Central catwalk along with the beacons making a fashion statement at the entrance.

Guide - Aspirational, Elevated: Long tables and highlight panels used to guide shoppers to building fashion confidence

Explore - Surprising, Confident: Giving shoppers the tools to explore the range and experiment with looks that are right for them.

Storefront Principles:

Super Graphic:

A large scale image that forms the center of attention
Captures the true spirit of ‘Trends’
Instrumental in bringing red to the facade
Backdrop for the super logo.

Red Triangle:

A basic shape based on the grid used throughout
Signature feature through consistent use
Primary vessel for red,
Location of the triangle to highlight the entrance

Design Principles:

Angles: Used to bring in the drama and express the confidence in fashion.

Solid to frame: Gives a standard and simple language for fixtures, required in a department store as its merchandise heavy.

Slice: Uses the angular language to create emphasis and highlight signature elements.

This is the first point of interaction after a customer enters the store. The catwalk highlights the latest styles being followed internationally. A signature element which immediately enhances the new brand values of drama, aspiration and confidence.

The standard fixture kit is used in every department to display all types of merchandise.The specialty fixtures are used as feature elements to highlight a certain look in a department or to display a specific merchandise like lingerie. — The standard fixture kit is used in every department to display all types of merchandise.
The specialty fixtures are used as feature elements to highlight a certain look in a department or to display a specific merchandise like lingerie.

The Beacon is placed only in the departments that fall right at the entrance. It highlight the latest looks from the departments and encourages the customer to explore more.

Every department has a highlight panel which follows the angular design language. This panel is used to emphasize the merchandise of most premium brand in every department.

The material and pattern of every highlight panel is different and is based on the basic grid developed for the brand. Materials of some fixtures like the long table, nesting table, tower unit are as per the highlight panel in every department.

Design Adaptation

Infiniti Mall, Malad, Mumbai:

Taking the proposed design and its key experience principles of ‘The Destination To Discover Your Fashion’ and adapting it to various types of sites. Starting with Jaipur and Malad (Mumbai) stores, this design was executed across multiple cities in India.