Category Watch- Sneakers (Premium) - View Free Sample
The white canvas Saturday school shoe of yore has donned newer hues in a sportswear market which has the potential to grow at 33 per cent between 2010-14. With a handful of brands at play in this niche category, the opportunity in a billion plus population is huge. S&A looks back and forth. Since the rubber-soled plimsolls of the late18th century to the canvas topped multihued sneakers (because the rubber soles made walking so quiet that a person could sneak up on someone) of today, sneakers or keds or canvas shoes, have come a long way. The world over, especially in the US, sneakers emerged as "artifacts of societal shifts, reflecting social revolution in the 60s, punk rock rebellion of the 70s, and hip-hop identity of the 80s. Sneakers are a consumable aesthetic representation of culture, and their value as a medium for communication transcends the leather, mesh, and rubber of which they are comprised." Back home, the white canvas Saturday school shoe was the only avatar that the common man was familiar with until almost the late 80s. It was a minuscule number that was aware of the Nikes, Reeboks, Adidas or Puma. A study by Ernst & Young estimates the sportswear retail market at Rs.365.8 billion, expected to grow at a robust CAGR of 33 per cent during 2010-14. Out of this the footwear segment makes up for 60 per cent of the total market. Anupam Bansal, Director, Liberty Shoes, pegs the total footwear market "at about Rs.20,000 crore, with the unorganised segment hogging almost 85 per cent. Out of this, the sports shoe market would be roughly a Rs.3,000-Rs.4,000 crore market. The market would be more in the organised segment because the sports shoe is a technology product and most of the people are making sports shoes in an organised set up" .

The Business of Design- Making SALE a big deal (Premium) - View Free Sample
In a competitive market retailers and brands are constantly trying to increase their topline with offerings, promotions and store experience strategies. SALE is a time tested strategy to attract footfalls and increase conversions with well communicated compelling offers. Stores and brands use different communicate strategies in their SALE windows - some a no fuss message to create awareness and a very few others opportunistically transforming them into Brand Billboards. SALE ! SALE ! SALE ! Scream the news papers and store windows in the market place which are working on grabbing the attention and enticing shoppers with irresistible deals . It's often human to be unable to resist a great deal and Retailers and Brands have taken full advantage of this right from when discount retailing came into existence in the 1950s. Deals often change 'wants' into 'needs' and retailers use this as a panacea to most topline challenges. Nielsen's recent Shopper Trend Study reveals that 30% shoppers change store and brand based on promotions offered. Also, 54% of brand or store loyal shoppers are active deal seekers. Markdown Sales are either a planned seasonal event or a tactical call to address specific stock issues. For each, the tone and effort of the sale is different. I prefer calling them- Complete and Overlay Sale Windows. In the former, SALE is the primary single message in the window and in the latter it's a secondary communication message added onto to the window communication promoting a featured offering.

Indian Design- Pumas first sustainable store in the world (Premium) - View Free Sample
The Window backdrop is printed on UV printed canvas cloth stretched on frame made with waste and particle wood. The fa ade is made of super clear glass that allows 20% more natural light into the store . The Main signage is restored from a store that was shut.. In keeping with their mission of becoming the most desirable and sustainable Sport lifestyle company, PUMA opened a sustainable PUMA Store in India, the first of its kind worldwide revolutionizing the concept of retail spaces globally. Establishing this sustainable PUMA flagship Store demonstrates the brand's commitment to reducing CO2 emissions, energy, water and waste in PUMA offices, stores, warehouses and direct supplier factories by 2015. The store is located on the popular high street of Indiranagar in Bangalore and is spread over a total of 5000 sq. feet across four levels. While the lower three levels will serve as a retail area, soon to come is a 'PUMA Social Club' cafe and bar which will be located on the upper floor and terrace and will be ready to open by the end of 2012. "The building is a true design marvel and incorporates a host of innovative sustainability features to make our sustainable PUMA Store a one-of-a-kind retail experience", said Rajiv Mehta, Managing Director PUMA South Asia. "We are pleased to be a pioneer in sustainability again with setting new standards for an environmentally-friendly and resource-saving store concept in one of India's best shopping locations." .

Indian Design- Next Generation Viveks (Premium) - View Free Sample
The fa ade design strategy was to give the brand very high visibility with a distinct architectural sign. Creating a new look for a new customer, leading consumer electronic brand Vivek's has redesigned its showroom in Bangalore to give a fresh, spacious and contemporary look that is meant to attract a younger audience. Designed by DFC, FRDC the new store concept appeals to the youth with its minimalistic and no-fuss environment. Established in 1965, Vivek Limited is one of the leading and trusted consumer electronics and home appliances retail chain in India serving millions of consumers. Recently it piloted a reimagined brand concept to appeal to a younger audience by revamping its Jayanagar store in Bangalore. The new 'GeneratioNext showroom' offered the best CDIT brands in an environment which is updated, uncluttered and interactive. Undergoing a complete makeover after 17 years, the Jayanagar showroom is now in its "new avatar". "What we did bear in mind while we were redesigning the showroom was the fact that we needed to attract the much younger consumer besides our target audience of families. Obviously therefore the brief furnished to FRDC was not to merely create a showroom of International standards but to also ensure that younger consumers would be elated in shopping at VIVEKS," says Vinay Bysani, VP- Projects and Marketing.