Case study : Fitch - Multi-design services

Fitch, a part of the WPP group, is a noted design consultancy and has been in business for over 30 years globally. The Mumbai office opened its doors for business in 2007 and is now looking at geographical expansion. Fitch offers multi- faceted services which include architecture and implementation, brand design and consultancy, retail and environments, insights and strategy, interactive, live events and product development. The company’s client list includes the prestigious names like ITC,  Aditya Birla, Titan, Trent of Tata Group, Godrej, Bharti Retail, Chemistry & Asian Paints in India. Besides, the company is working on global accounts including Nokia, Marks & Spencer & Vodafone.

Case Study

Fitch was asked by Tanishq, one of India’s top jewellery brands, to create a new luxury brand and retail experience.

Challenge

The challenge was to create a brand that could stand confidently against the foreign brands moving into India such as Cartier, Tiffanys, and this needed to be achieved within the existing house of Tanishq, which occupies space within the mass market area.

Solution provided and benefits

Fitch created a brand for the modern Indian woman, with her own sense of style, and who views jewellery as an essential accessory that must be both distinctive and individual.

The first stores, located in exclusive yet busy areas of Mumbai and Delhi, transport the shoppers into a magical place that plays to all the senses.

Once into the stores, Zoya indulges its customers in private viewing areas where they can spend time enjoying the ranges on offer and discussing bespoke creations with the in-house Zoya designers.

 “The store design has truly captured our dream for Zoya: a brand that is unique and exciting, exudes beauty and elegance and provides a store experience that is exclusive and personalised without being intimidating.”

Bhaskar Bhat, MD, Titan Industries

“Fitch has been in India since 2007 and in that time has grown from a small team to a thriving studio of between 30 to 40 talented designers, project managers and consultants. We will continue to build on our portfolio of successful clients and plan to open a studio in Delhi by late 2010.”

David Blair, CEO, Fitch India