Arrow’s new store in Bangalore to connect with younger customers

Arrow has launched a new store in Bangalore that is aimed at younger clientele in the age group 25 and above instead of its regular customers who are 30 and above. This outlet has been designed in such a manner that it appeals to the young, suave, trendy youngsters. The store has been conceptualised by the Delhi-based 02JUNE Design Studios.

To appeal to a younger crowd, every element from fixtures to lights to VM have been derived around one concept. These fixtures have been designed according to the new merchandise plan. The lights have been concealed so that they contribute to the clear definition of the store. Every little detail has been taken care of to create a singular brand story. A unique feature is the trial room which allows buyers to try out suits in three different colour temperatures.

Arrow is known for introducing the concept of collars to men’s fashion. This has been brought out visually in the store. Sankalp Sahu, Founder, 02JUNE Design Studios, informs that in order to ‘reflect the brand value, pictorial presentations and publicity materials revolving around collars’ have been displayed all over the store. The exterior of the store uses a huge blue wall façade because blue is the original colour of the brand. Also, the colour gives the store a distinctive look, making it stand out amongst other prominent brands in the locality.

Sahu believes that in the old design concept there was a dearth of clear binding agent. There was less focus on synchronising design elements. In the new store the legacy and brand value is carried forward with more aesthetics and harmony in terms of how elements are put together.