The retail landscape is undergoing a radical transformation, moving beyond simple transactions to the creation of immersive customer experiences. A recent industry session at IntimAsia 2025 highlighted the critical role of design, customer engagement, and innovative strategies in redefining brand-consumer interactions.
The power of design: More than just decor
The session opened with Speaker _1 introducing the topic of store experience and the role of design in enhancing customer engagement. A key take away from this introduction was the profound impact of store design on customer perception and sales. Speaker 4, who shared data on Jockey's retail presence, emphasized, Jockey reaches out to around 100,000 outlets, but 56 per cent of the brand’s total general trade business is generated from only 5,733 of these outlets. That’s how profound the good multi-brand outlet clout is. This statistic underscores the importance of strategic outlet selection and design to maximize impact, he added.
Speaker 4 also shared a compelling anecdote about a retailer named Deepak, who prioritized store decor over brand display requirements. He said, my decor is is a proven reason for consumers to walk into my space. If you want to keep your brand here, your brand has to blend into my décor. This illustrates how a well-curated environment can be a significant driver of foot traffic and sales.
The evolution of multi-brand outlets (MBOs)
Speaker 2 discussed strategies brands can adopt to leverage Multi-Brand Outlets (MBOs) as effective distribution channels for profitability. Providing insights into this shift form traditional retail stores to modern MBOs, Speaker_3 emphasized on the need to offer a different customer experience. Things are moving away from traditional retail stores to the new age MBOs who are offering customers a completed different experience, he noted.
These new-age MBOs, like Balaji, are transforming from simple stores to experiential retail spaces. They're meeting the demands of modern consumers by offering more than just products.
Fast fashion and market disruption
Focusing on the disruptive nature of brands like Zudio, Speaker 5 addressed the impact of fast fashion on the retail landscape Offering fast fashion at a lower price means lower margins, However now, steps in Zudio which disrupts the entire market, Speaker 5 stated.
A hallmark of this trend is the rapid introduction of new styles. Introducing 130,000 patterns per year is unimaginable for an Indian fashion house in a lifetime, let alone in a year, SPK_5 added. This rapid turnover forces traditional retailers to adapt quickly to changing consumer preferences.
The future: Experience-driven retail
As the retail landscape continues to evolve, the emphasis on customer experience will only intensify. To remain competitive, retailers need to invest in design, technology, and innovation, speakers at the session noted. Understanding consumer behavior and preferences is crucial for driving profitability in this new era, they emphasized.
The session concluded with a clear message: the transformation of retail is driven by a blend of thoughtful design, strategic outlet selection, and a relentless focus on customer experience. Brands that prioritize these elements are poised to lead the retail revolution, creating lasting connections with consumers worldwide.
(Speakers at this event included Steve Milner, Vice President-Healthcare, Noble Biomaterials; Atul Chitre, Hyosung; Aparna J Walters, Chief Design Officer, Modenik Lifestyle; Swati Sharma, Head Design, Van Heusen Innerwear and Ritesh Sharma, Head-Brand & Retail, RElan)
