HUMAN FACES OF FASHION: UNVEILING THE EMOTIONAL PERSONAS OF 3 STAKEHOLDERS IN FASHION RETAIL STORES

Every fashion brand has its own unique identity, which is a reflection of the people behind it. And behind every successful fashion retail brand are individuals who are passionate, resilient, and emotionally invested in their work.

- Vishesh Kumar

FASHION IS MORE THAN JUST CLOTHES AND ACCESSORIES; IT IS A FORM OF SELF-EXPRESSION, ART, AND EMOTIONS. RETAIL BRANDS HAVE COME a long way in catering to the needs of their customers. It requires a unique blend of creativity, innovation, and business acumen for fashion brands to succeed. Every fashion brand has its own unique identity, which is a reflection of the people behind it. And behind every successful fashion retail brand are individuals who are passionate, resilient, and emotionally invested in their work.

Store Associates, Store Managers, and Brand Managers are the three essential stakeholders that work together in a fashion retail store. Each has their own unique role and responsibilities, and together they make up the backbone of any fashion retail brand. It's important for the brand to understand each of their strengths, challenges, and motivations to create a thriving work environment and a successful business.

The Store OS team at Fynd, India's top in-store omnichannel retail-tech solution, surveyed over 900 retail employees from different parts of India to understand their cognitive behaviors and personality types. The study revealed exciting insights into these stakeholders' work and responsibilities, highlighting each group's personality traits, key motivations, frustrations, and aspirations.

Why Brands Need to Understand Emotional Personas in Fashion Retail