TO STUDY ROLE OF ARCHITECTURAL DESIGN IN FASHION RETAIL BRANDING

Vandana Nautiyal
Assistant Professor
MIT Institute of Design
vandananautiyal@mitid.edu.in

ABSTARCT
This paper aims to understand the importance of Architectural design of Retail stores as an element
to develop brand identity. The Literature Review begins with an assessment of the concepts of
Indoor Architecture, Outdoor Architecture, Retail space Design. It subsequently examines theories
of Branding and Retail customer Experience. The research uses qualitative approach where
Architectures of different retail formats and brands were studied. The findings suggests that
designing retail architecture is complex and is often limited to designing interior spaces as investing
in real estate is expensive for fashion business. The importance of Architectural design is not very
well perceived by fashion retail industry especially the outdoor architecture. Moreover the task
become challenging for the architect and designers as they have a pre-defined leased or rented space
which can have limitations to work on.

KEYWORDS
Retail Architecture; Retail Design; Brand Identity

INTRODUCTION
Architecture and Fashion relate at many different levels and the output of their relation may take
many different forms [1]. These days Fashion retailers focus on Architectural investment has grown
so as to give depth to the brand. The architectural activity for fashion retailers is increasing to a high
level for developing a value added environment in terms of Architecture. The Fashion businesses
have begun to realise the advantage of creating strong architecturally designed spaces while
architects have reaped the benefits of the employment and exposure that the fashion retail can bring
[2]. Today Fashion has become a sensory experience

LITERATURE REVIEW
1.1 Architecture: The word Architecture derives from the Greek word architekton (in Latin
architecton) which means construction master. According to the Neologisms Dictionary ,
Architecture is the science and art of constructing buildings, according to some proportions and
rules determined by the character and destination of the buildings. Actually, in relation to the
other creation activities of humans, architecture is a more complex process that requires the
knowledge and blending of the elements of science, technique and art.
1.2 Fundamental: The attributes of a construction that architecture must ensure are: Function,
Form and aesthetics. Form follows function i.e. the shape of a building or object should be
primarily based upon its intended function or purpose. Aesthetics are also not fundamental to the
construction of a building, but they are fundamental to man, because beauty is part of the
human spirit and it is always associated to pleasure. Beauty in architecture develops visual
sensitivity in humans and affects human behaviour.
1.3 Principles and Elements of Architectural Composition: a) Focus b) Unity c) Balance d)
Rhythm e) Harmony f) Discord g) Texture h) Contrast i) Monotony j) Scale k) Proportion l)
Colour m) Characteristics
1.4 Building Components: a) Structural elements, without which the building in itself could not
exist, or could not be used. Amongst these there are first of all the supporting elements which
ensure strength and stability to the building and secondly some supporting elements that also
have purposes other than that of sustaining the building.
b) Non-structural elements, have a well-determined and important purpose in the building, but
their presence is not a deciding factor in the building process. They are mainly finishing and
decorative elements, elements for ventilation and natural illumination.
 c) Technical equipment elements, are meant to ensure comfort for the lives and activities of
people working in the building. This includes installations for power and illumination, heating,
water and gas supplies, ventilation, garbage disposal, fire-proofing, telecommunications, etc.
1.6 Interior Design: Interior design is the art and science of enhancing the interiors of a space or
building to achieve a healthier and more aesthetically pleasing environment for the end user.
Basically it is a trade of planning the layout and furnishings of architectural interiors.
2.1 Retail Space Design: Retail design is primarily a specialized practice of architecture and interior
design, however it also incorporates elements of interior decoration, industrial design, graphic
design, ergonomics, and advertising. Retail Design builds an image of the store in the minds of
the customer. Retail store exists to cater the needs of their customers. Creating a suitable design
for the store and provide a feel good shopping environment becomes a competitive edge for the
store in retail market.
2.2Branding: The process involved in creating a unique name and image for a product in the
consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims
to establish a significant and differentiated presence in the market that attracts and retains loyal
customers
2.3 Brand Identity: The visible elements of a brand (such as colors, design, logotype, name,
symbol) that together identify and distinguish the brand in the consumers' mind.

[1] Fashion Retail , Eleanor Curtis, Page 7

[2 lk ] Fashion Retail , Eleanor Curtis, Page 8