International Journal of Development in Social Sciences and Humanities

Purpose: The purpose of this paper is to study the importance of retail space for the retailers in the creating a luxury image of handloom brands. This is because locations play an important part in brand positioning. The study can help Indian handlooms sector to position them in the category of luxury brands. Design/ methodology: The methodological basis of this study is formed by a qualitative approach to data collection. In-depth interviews were conducted with 6 shop owners who had changed their location or recently expanded. The interviewer followed an outline of 7 open ended questions to ensure systematic approach to the research Objectives: 1. To identify the areas in Delhi which have a clientele that values Indian luxury items. 2. To identify retailers who have recently changed or expanded their location with respect to these areas. 3. To ask them their experience before changing the location. 4. To ask them their experience after changing the location. 5. To compare both situations and coming to a conclusion Findings: The interpretation of the interviews led to formulation of two major thematic areas connecting similarities and differences in the views of the participants. Key areas point the advantage of the location of their present store as compared to their previous store and the factors considered while choosing a space in the market. Research limitations: The study focuses on the retailers who have their present stores in two areas only i.e. Hauz Khas village and Shahpur Jaat in New Delhi because there is a cluster of Indian designers present there. These are the locations that have the maximum clientele of Indian luxury clothing.Practical implications: Due to certain constrains the handloom sector is not organized and branded. This study is beneficial for a person or an organisation that has the capacity to collect these exquisite crafts under one umbrella brand.