A New Destination for Youth Fashion
People, a fashion retailer by Aditya Birla Fashion and Lifestyle started life as a value for money fashion brand selling mens, women and kids wear. An undifferentiated offering in a highly competitive space.
To stand out amongst the clutter of other value players and international category entrants, they approached FITCH to help them carve out a niche as the go-to destination for youth and Gen-Z fashion.
We developed a whole new retail identity for People’s under the central idea of “Express Your Edge”—establishing the brand as a celebration of the confident attitude and edgy spirit of India’s youth.
As a retail experience, People embodies the agile and responsive qualities of fast fashion. This makes it a space to constantly discover new looks and styles, giving customers compelling reasons to visit and return. Stores are specifically intended to encourage group shopping through group trial rooms and selfie opportunities. The overall design is based on a moveable system, giving stores the flexibility to transform into after-hours event spaces.
All People outlets revolve around a ‘Trend Core’, the spine of the entire store experience. This is an everchanging physical structure that keeps up with and amplifies the latest fashion and social media trends as well as houses the best and the latest styles curated by stylists. An open façade makes the trend core visible from the street, bringing latest trending garments straight to passing shoppers, thereby creating excitement and intrigue about what’s to come inside.
The new brand concept is now being rolled out across India.
Experience by: FITCH India