Creyate's revamped retail design and VM boost sales

Creyate creates apt retail design and VM to establish clear dialogue as a custom-clothing brand.

Re-positioning its retail design and VM more towards custom clothing and bespoke design, brand Creyate from Arvind Brands has recently started achieving better footfall and sales boost. Planning to coin all future stores under this revamped concept, the brand has already four stores at Palladium and Phoenix Marketcity in Mumbai, at Kochi’s Lulu Mall and at Amritsar’s Prillium Mall under the new concept that focuses on digital interfaces, bespoke nature of the brand and customer understanding and comfort.

The new retail design has changed the material in the façade to backpainted glass with epoxy signage letter along with ample space for window display, which was not present earlier. In order to give a feeling of a brand that offers made-to-order services, Creyate has minimized use of mannequins to tilt towards more dressforms, that have been sourced from Hans Boodt Mannequins, Germany and Tranz Mannequins, India. The new Creyate stores are boasting brass element in fixtures etc to add on the premium nature of the brand, while flooring has been changed from concrete to parquet wooden one (sourced from Plaunshe flooring, Bangalore).

Ritma ravi, Head-VM & Project, Creyate, told, “Earlier, the store design and VM spoke less about customised clothing, which is the primary ethos of the brand. Customers had less idea that we don’t offer ready-to-wear options. With the new design concept, we have given ample importance to VM space too and we have tried to establish our dialogue as a custom-clothing brand. Thankfully, we have been successful and have been able to achieve a sizeable sales boost.”