Fitch has designed a new flagship store for Indian textile manufacturer and tailor Arvind that places the customer firmly at the centre of the creative process.

Arvind, India

The store, in Ahmedabad, has been conceived as a destination to dream about the possibilities of having a bespoke suit handcrafted. Men are put in the driving seat, blurring the traditional roles of customer and ‘masterji’ (master) tailor. Despite this shift, heritage and craftsmanship are still highlighted with stories about the brand’s history and artisanal techniques.

With an emphasis on quality and style, the suit and shirt making process is demystified. Arvind’s numerous fabrics are displayed in-store bringing greater tactility to the customer journey. Shoppers are free to explore their unique form of sartorial self-expression. This is augmented with one-on-one personalised service and advice to ensure that the finest results are achieved. Laid back seating areas mean that consultations can take place in ultimate comfort.

This is a considerable evolution from the more linear and dictatorial process of yesteryear where customers largely gave up their power of choice to the ‘masterji’. However, despite this consumer-centric approach, the positioning of Arvind and its tailors as true authorities is maintained via the upscale service element and a consistent tone-of-voice. This communicates a consistent point-of-view throughout the store environment.

Consumer Insights:

Consumers are looking for a more collaborative approach to product creation that allows them to own the items they truly desire. Arvind caters to this need by allowing customers to take an active role in the tailoring process while harnessing the skillsets of the brand’s makers.

Brand take-away:

By placing the customer at the centre of their retail concept, Arvind has also increased its textile and fabric sales, as well as the conversion rates of these sales into finished garments.

Brought to you by Fitch. FITCH is a global brand and retail design consultancy Bold Thinking, Seamless Experiences