Jinal Shah- Brand building retail project 2019

RENT IT BAE JINAL SHAH

SEMESTER 9 F A C U LT Y O F D E S I G N , C E P T U N I V E R S I T Y

brand introduction RIB is a premium tech enabled fashion rental service brand that allows customers to rent designer clothing for four or more days for between 10 to 20 percent of the garment’s retail price. It currently serves in 16 cities through its online network and has two flagship Stores at Rajouri Garden and Lajpatnagar, New Delhi.

The designer store offers men and women’s western, ethinc-bridal apparel and accessories on rent. Products from international brands like Chloé, Miu Miu, Michael Kors and Jimmy Choo. Indian brands like Sabyasachi, Rohit Bahl, Anita Dongre, Satya Paul and Ritu Kumar and private label Rent it bae with price ranging 50rs to 30,000rs

why RIB

The rental market has already been in our country for more than a decade.

However, their existence has been limited to substandard wedding lehengas and bridal jewellery. RENT IT BAE started as a premium tech enabled fashion rental service to make the market niche by adding labels and brands to cater to the fashion appetite of many.

why physical store O2O- Offline store to strengthen brand trust and identity for RIB

brand vision,mission

Reduce textile waste in the world with fashion rental Remove the stigma towards renting fashion and make designer brands available to more people than ever at an afforadable price Open 30 new brick and mortar stores by the end of 2020

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RENT IT BAE

brand history August 2016

Started as an online store based in Delhi by Aanchal Saini,CEO

April 2017

Started unlimited fashion subscription model Operating in 6 cities

Septmeber 2018 Opened first flagship store in Rajouri garden, Delhi Operating in 10 more cities

July 2019 Opened second flagship store in Lajpatnagar, Delhi

brand phiolosophy

With the latest tech-enabled store, offer an unmatched experience to the customers.

Give consumers the idea to try-out stuff without any manual, sales staff’s intervention, thus making it into an intensely personal experience

brand strengths Tech focussed- AI, show n pop, speak to me mirror, etc Scalable model, by the rise of shared economy sector geometrically Fashion subscription and the Fashion Emergency service RIB - the in-house brand label curated by their own stylists offers unique designs which are not easily available in the market

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brand positioning

current

high quality

value

luxury

local rental stores

low quality

aspired

high quality

value

luxury

local rental stores

low quality 4

RENT IT BAE

current

brand image

Local online, economical fashion rental brand

aspired

Premium wedding apparel rental destination with omnichannel service

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target audience

current

18-34 yrs, mostly millennials doing their 1st or 2nd job mostly female 3.6 – 6 lac per annum (middle and upper middle class) Tier 1 and 2 Indian cities

for a unique experience at “ Looking the physical store Appreciate use of technology and open to experimenting a different shopping experience

”

interviews

Shubhra Shukla Age- 19 Fashion design student Infleuncer Aware of fashion and design labels Sees renting as an option

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Akshansh Bulchandani Age- 23 Working IT professional Bold, influencial Looking for style, brand and quality concious

Niyati Patel Age- 37 Academician, Designer Socially active Aspires designers clothing Follows bollywood

psycographic

Results of target audience : Survey on customer perception

Would you rent fashion ? If yes, why? If no, why? ●

No, I am not sure about hygiene

●

No, I would wear simple outfits that I own rather than wearing fancy rented ones, as I find it a bit creepy when I imagine some stranger had worn the same outfit before.

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Yes I would love to bcz we can wear whatever we can to without buying it and I don’t like repeating outfits

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Because we get many options and its cheaper

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No, I will instead buy then paying rental

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Yes because of increasing fabric waste.

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Occasionally yes, money saving

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Yes! Bcz sometime I can’t afford that outfit

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No but yes few Local stores who give cloths on rent!!!

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Yes, easy and cheap

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Yes, I would. More clothing options, spending less money.

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Yes, i definitely would, for I can cut off investing in an outfit I might not be able to use again

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No, coz I feel fashion varies from person to person

Why would you prefer an online/ physical store for renting ? ●

Can monitor it in real

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Physical store because it's easy to reach out

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Time saving

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I would of course try it out before buying

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So that I can get soo many options on fingertips without any physical work

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Online and physical store both are relevant but online stores saves time.

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Because we get all options online

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Because in online rental you cannot define whether the product looks decent or no. There should be return policy with immediate refund if the product sent is not upto the mark.

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Physical

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To get a surety and trust

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I can check the size perfectly don’t waste time while waiting for delivery

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So that i can check out the condition of the goods that i am renting

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No hassle

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I don’t buy clothes online

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Physical store might be more helpful in terms of proper fitting and suitability on ownself

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You can see the product and it's quality and can try once

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Easy assesability

●

quality is good on physical store

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target audience 20 to 60yrs

upper middle class families

3.6 – 6 lac per annum (middle and upper middle class) Tier 1 and 2 Indian cities

Where bride becomes the brand ambassador for rest of the wedding attendants

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Profession: doing a corporate job at senior position or bussiness Clothing: casual n regular branded clothes.

Luggage: Won’t be carry much, as they booked appointment n targeted to buy just apparels in a visit. Also, will leave rest in car.

Car: Self driven- a Fortuner or Volkswagen or Ford cars Home: With family or away from family for work. And now coming together for wedding shopping.

Company: Accompanied by someoneFamily or best friend.

Believes in social responsibility and values of sustainability

Seeks personal attention and focus, feeling special

for photogenic social “ Looking picturesque weddings, also affordable premium stylish clothing �

avenues of sale Physical store Website Mobile app

Clear strong message

Shows the premium collection

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touch points Youtube Instagram Media Article Facebook Advertisement Website Mobile App Event stalls Twitter Fashion blogs

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advertise

personalised gift customization variety of products hassle free service Large no of options 11

existing store brand competitors Physical presence Flyrobe Stage3

Yes Yes- studio

Rent an Attire

Yes

Liberent

No

Two flagship stores Delhi

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competitior brand store 4 store locations: 2 Mumbai 2 Delhi Consistent Design language Well established brand Image

Mumbai Location

Delhi Location

4 store locations: 1 Pune 2 Delhi 1 Dehradun Inconsistent store language Poor brand Image Delhi Location

Pune Location

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product analysis RIB Men

Women

182

2478

(500-8,200rs)

(50-30,000rs)

Apparel

Accessories

Western

Ethnic

Accessories

169

13

933

893

652

(99 – 3,700rs)

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(800 – 30,000rs)

(50- 15,000rs)

product analysis Women Ethnic

RIB 5%

Women Accessories

Women Western Other Brands 34%

Other Brands 95%

Men

RIB 44% Other Brands 44%

RIB 66%

RIB 9% Designers collaborated with RIB,

Other Brands 91%

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National and International brands, 73

PRICE RANGE

price range

Minimum product value 50rs - Jewellery

Rental price of a product 10- 20% of its retail price

Maximum product value 30,000rs - Sabyasachi Lehenga

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FCB model Thinking

Feeling Ethnic Apparels

High Involvement

A-C-E Western Apparels/ subscription

Low involvement

E-A-C

process Dry cleaning

Shipping

Steam iron

hygiene Sanitation

Alteration

RIB offers one-time rentals, free shipping and free repair of minor stains, nicks and damage to buttons or zippers If one sends an order at 4am under the feature Fashion Emergencies, it will even deliver the outfit next morning at 7am for a morning function

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design strategies

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design goal • Physical store to upgrade the brand image from a regular fashion rental

service to affordable luxury rental service brand in wedding wear • Creating a unique destination for wedding focused- premium and curated rentable apparels, to break the taboo towards renting and highlighting the sustainable-luxury aspect of the brand

design challenges • Developing the new image of being premium without making customers feel • • • •

intimidated Communicating the backend process of alteration and hygiene, other services of delivery-pickup, custom fit and technology Maintain an exclusive display because each product is unique Create a curated and photogenic experience Create day and night condition setups for visualization

design strategies • • • • •

Create a unique hospitality experience for customers Use of elements complimenting the historic architecture Create a retractable structure or transient material for day and night conditions Integrate technology for mirror and other elements Treat trial and consultation area as core activity of program

design keywords morphable photogenic eclectic premium personalised service focused

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al store?

store to d trust and RIB

clusivity?

ent only, to al attention xclusivity, eel special

he store, price pre-discussed e, hence No shown.

- to restrict footfall

program decisions

Why physical store?

O2O- Offline store to strengthen brand trust and identity for RIB

Why the exclusivity?

By appointment only, to provide personal attention and create exclusivity, welcomed to feel special Before visiting the store, price range, budget, pre-discussed in questionnaire, hence No shown.

Why price just tags wedding?

The wedding products Coverhigher chargeto restrict being value and untargeted footfall involvement than other products of the brand, hence wedding as offline store product line.

High ROI from High value product and high volume in group/family costumers- wedding apparel v/s Low ROI from Low valued/involvement product- western

Why just wedding?

The wedding products being higher value and involvement than other products of the brand, hence wedding as offline store product line.

High ROI from High value product and high volume in group/family costumers- wedding apparel v/s Low ROI from Low valued/involvement product- western

Why Jaipur?

Availability of clientele looking for picture perfect- destination weddings- hence will dedicate time to make conscious choice of apparel

Why this program?

Why the audience?

Bride as a br ambassador wedding mem RIB

Loyalty- The understand t of sustainabil aware n resp with affordab

Ancillary activities are to support the main purpose Later customer retention online-western

Why Jaipur?

Availability of clientele looking for picture perfect- destination weddings- hence will dedicate time to make conscious choice of apparel

Why this program?

Curated products and Why target spacesto let the the customer feel specialpresentable audience?

Bride as a brand ambassador for other wedding members, for RIB Loyalty- The customers understand the cause of sustainability, being aware n responsible, with affordability

Ancillary activities are to support the main purpose Later customer retention online-western Curated products and spaces- to let the customer feel special- presentable

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site location With a combination of ancient royal heritage and ultra-modern life method, Jaipur displays a cool presentation of urban lifestyle Highly visited tourist and wedding destination of India and capital city of Rajasthan High income earning group- Tier 2 city Closer to Delhi, easy to update inventory RIB already delivers in the city, hence presence of customers and brand awareness Aspiration for a designer or branded clothing, due to influence of Bollywood and film shootings

Jaipur old city

City Palace in the old city of Jaipur, is a historic monumental complex. Palace has high tourist footfall, surrounded by shopping area. It has a separate gate for entry and parking outside. The building is adaptive reuse of current restaurant, earlier pol house. The stone architecture of building compliments the wedding ambience for RIB

city palace complex 20 RENT IT BAE

site pictures

Entrance

Semiopen area

View from courtyard

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program allocation Ancillary Reception for experiencing grandeur, Brand education through technology to inform customers about RIB, Alteration, food counter, billing,etc

Indoor and outdoor displays Bridal Groom Bridesmaid Other ethnic Occasional ethnic

Family Pod Family or friends lounge with styling expert,close to trial room

Laundry For customer to witness and ensure the back end process Services Storage for products, and kitchen for food service, toilets

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Beauty Hair Makeup Mehndi Personal care

experience path

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ambience

A warm and cozy palette is provided to feel more personalized and intimate with product while shopping

indoor mood • Idea is to create two different kinds of moods inside and outside the

enclosed spaces • The threshold will be important in this contrast and hence a gradual transition of light and materials is visualized • Expressing luxrury spaces with contemporary aesthetics is challenged • Use of natural materials is emphasised to give a timelessness to the space, like the built form and products

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zone diagrams

Spatial zoning

Open Semi-open Enclosed

Circulation

Pick up/ Drop in By appointment Walk in

Space planning

Morphable canopy Morphable pod

Primary spaces Secondary spaces Ancillary services

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The morphable courtyard

Pod in open condition, to see outfit in daylight

Pod in semi-open condition, to see outfit in ambient light

Covered courtyard for extreme jaipur climate conditions 26 RENT IT BAE

VM strategy

Backdrops for visual merchandising of designer bridal apparel. The graphical backdrop is specific to each design label. Red and gold colour gives vibrant feel to the space

Use of exisiting niches to create backdrop for merchandise display. Thikri mirror work on the wall as a craft revival of Jaipur. Landscaping to cover the pargola and support the sustainable concept of fashion rental

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Product Segregation

Gender Price Designer Colour/ Style/ Occasion Size/ Pattern

Women

Men

Ocassion

Premium

Apparel Accessories

Product Density (VM) 60

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STORE FRONT

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“ . . . the approach towards adaptive reuse site was taken by insertion as a strategy of intervention. The insertion (Pods) house the core activity of the program that is the apparel selection by family. Day and night ambience can be achieved by retractable pod and canopy in the courtyard which can be morphed for multiple purposes. The landscaping balances the harsh condtions of site by softening the materials. Ancillary activities enhance the hosipitality experience the customers are looking for, at Rent It Bae. The ambience of spaces is premium, towards removing taboo of renting. The brand focuses on providing hospitable service, while keeping the vibe eclectic and space photogenic “

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Final Drawings

Entry

PLAN

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SECTION A

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SECTION B

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PREVIEW ROOM DISPLAYING MERCHANDISE

GALLERY ROOM DISPLAYING MERCHANDISE

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T H A N K YO U