Assignment 1
RETAIL MANAGEMENT
Topic: "A Comparative Analysis of Store Ambience and Product
Presentation: A Case Study of Biba and Meena Bazaar"
Submitted By Submitted To
Nandini Gupta 1000019866 Dr. Sukanya Sharma
Assistant Professor
DEPARTMENT OF MANAGEMENT STUDIES,
SCHOOL OF LIBERAL ARTS & MANAGEMENT
DIT UNIVERSITY, DEHRADUN
OCTOBER 2024
1. Store Ambience:
Biba: The ambience in Biba stores is designed to exude a modern and chic vibe,
aligning with its focus on trendy ethnic wear. The use of subtle background music
adds to the contemporary feel of the store.
Meena Bazaar: Meena Bazaar ambience leans towards traditional aesthetics. The
stores reflect a more cultural and heritage-oriented atmosphere, with soothing
music and a homely, warm vibe that emphasizes Indian roots.
2. Impact of Light:
Biba: The lighting in Biba stores is typically bright and sharp, highlighting the
vibrant colors and intricate details of their modern ethnic collections. Spotlights
are used strategically to draw attention to key product displays.
Meena Bazaar: In contrast, Meena Bazaar stores have softer, warm lighting that
complements their more traditional and earthy color palette. The light is ambient,
creating a cozy and inviting shopping experience.
3. Color Scheme:
Biba: The color scheme in Biba stores features modern, muted tones with pops of
vibrant colors to reflect the bold, experimental nature of their fashion offerings.
The store interiors often have minimalistic white or neutral backdrops.
Meena Bazaar: Meena Bazaar employs a more earthy and warm color scheme,
with shades of brown, beige, and gold dominating the store interior. This aligns
with the brand’s traditional and cultural appeal.
4. Store Design & Layout:
Biba: The design and layout of Biba stores are sleek and modern, with open spaces
and minimalist fixtures. The store layout is intuitive, making it easy for customers to
navigate and explore the collections.
Meena Bazaar: Meena Bazaar stores have a more traditional layout, with clear
sections for different types of clothing (sarees, kurtas, etc.). The design is slightly
denser but well- organized, giving a rich, cultural shopping experience.
5. Product Assortment:
Biba: Biba focuses on trendy and contemporary ethnic wear, with an emphasis on
fusion styles. Their assortment is fashionable, with seasonal collections and a wide
range of kurtas, salwar suits, and lehengas that appeal to a younger, fashion-forward
demographic.
Meena Bazaar: Meena Bazaar product range is more rooted in classic Indian ethnic
wear, offering a wide variety of sarees, kurtis, and traditional outfits. The brand is
aimed at customers who prefer traditional and timeless ethnic wear, with a focus on
comfort and everyday fashion.
6. Overall Experience:
Biba: The overall shopping experience in Biba is more trend-focused, catering to
customers looking for the latest in ethnic fashion. The modern layout, vibrant
colors, and well-lit displays create an engaging shopping environment.
Meena Bazaar: In Meena Bazaar, the experience is more culturally immersive. The
traditional layout, earthy tones, and warm lighting make the store feel homely and
comfortable, appealing to customers seeking classic ethnic styles.
Conclusion:
Biba focuses on a modern, fashion-forward aesthetic with sleek designs and bright, vibrant
lighting, while Meena Bazaar offers a more traditional, cozy shopping environment with
warm tones and an emphasis on cultural roots. Both stores excel in creating an ambience that
aligns with their brand identity and target audience.
