Patel Isha Nimeshbhai

IR3596

LIGHT, IDENTITY AND RETAIL -  The Influence of Retail Lighting on Brand Identity and Experience in Indian Ethnic Retail Environments


This research explores how in-store lighting functions as a strategic tool in shaping brand identity within Indian ethnic retail. Focusing on luxury boutiques like Sabyasachi and Manish Malhotra, it examines lighting’s role in enhancing spatial storytelling, customer experience, and emotional engagement. Using frameworks like Kapferer’s Brand Identity Prism, Kotler’s Retail Atmospherics, and Richard Kelly’s lighting principles, the study analyses how lighting supports cultural expression, product presentation, and brand perception in a retail context rooted in heritage and luxury.