Delhi based popular Indian ethnic women wear brand Biba is ready for new makeover. Biba has signed up with DFC, FRDC(Bangalore) for designing its new Retail Identity and Experience. Biba's flagship stores will be now bigger than their existing ones and will carry a larger range of merchandise augmented by an enriching customer experience found lacking in Indian ethnic stores.
Says Sanjay Agarwal, FRDC- "Biba wanted to create a more authentic and contemporary experience for its target customers and pamper them. Our objective is to provide a progressive and contemporary retail store design for Biba." Ethnic wear urben women customers are also shoppers of brand like Zara, FCUK, French Connection, CK, Mango and hence its important to align one's store experience in line with the aspirations of its target profile of customers.
The new experience and look/feel will also be carried in SIS across LFR's. FRDC will be working closely with Future brands (a Future Group company), the consulting partner of Biba.
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