Design to reflect international mood

At the heart of all Fitch design lies the core philosophy of being ‘Bold Thinkers’.

The clients of this design house include Harrods, Nokia, Vodafone, Tesco and Audi amongst many others. In 2007, Fitch set up its first studio in South Asia, which is located in Mumbai. In a short period of time, Fitch has had the good fortune of working very closely with the Tata Group on Westside, Landmark and Zoya, and also the Aditya Birla Group, L&T, Bajaj, Nestle, Hindware, PepsiCo, BILT and Asian Paints. This fantastic and rich experience has seen Fitch develop an in-depth understanding of the Indian retail landscape. Fitch has very recently set up a studio in Delhi.

CASE STUDY

In response to the increased number of international high-street brands arriving in India, Chemistry, owned by garment manufacturers, Esjay International, wanted to raise it’s appeal with offerings for fashionable, cosmopolitan Indian women of all ages.

The new brand identity

An in-depth study of the Chemistry consumer revealed the need to refresh the brand positioning, to be a challenger brand to international brands, to emerge as the Zara of India, selling similar clothes in a sophisticated shopping environment at a fraction of the price. Such a brand that consciously sells affordable luxury requires an intimate and international shopping experience.

Fitch positioned Chemistry as a sophisticated, muted but highly feminine brand, trendy and in touch with the Indian woman’s innate fashion sensibilities. From this emerged the new brand identity which is minimalistic, modern and international in feel. The stores reflect this positioning, and Fitch is now retained by Chemistry to roll out the stores nationwide.

Says David Blair, Managing Director of Fitch South Asia, “As the apparel industry continues to grow at an exponential rate, and with the advent of international competition, it has become ever so important for top-quality local brands to reflect the rapidly changing needs, requirements and moods of the Indian customer. Chemistry had a retail vision and we are delighted to be partnering them in the realisation of this vision.”

The design nitty-gritty

The stores are planned using a contemporary cool neutral palette to allow the clothes to do the talking. In-store VM is centred around a central nesting table where folded product, accessories and promotional brochures tell the latest Chemistry story.

The store facades are framed with a gloss black portal to create dominance within a mall or on the high street as seen at the two floor flagship in Bangalore.

The brand identity is a timeless and classic white on black. Natural greys, whites and hints of timber to the store interior leave the colour of the merchandise and fashion POS to stand out which change with each collection and season.           

As the apparel industry continues to grow at an exponential rate, and with the advent of international competition, it has become ever so important for top-quality local brands to reflect the rapidly changing needs, requirements and moods of the Indian customer. Chemistry had a retail vision and we are delighted to be partnering them in the realisation of this vision.

David Blair, Managing Director, Fitch South Asia