Anupam Kapoor 1 , Nandita Abraham 2 and Ajit Kumar Khare 3 * 1 Research Scholar, National Institute of Fashion Technology, India 2 CEO, Pearl Academy of Fashion, India 3 Department of Fashion Technology, India *Corresponding author: Ajit Kumar Khare, Professor, Department of Fashion Technology, Mumbai, India submission: July 11, 2018; Published: October 04, 2018 Craft (Ing) Locations: A Study of Locations of Luxury Brands and Exploration of its Implications for the Handloom Sector in NCR, India Research Article Trends in Textile Engineering & Fashion Technology C CRIMSON PUBLISHERS Wings to the Research 455 Copyright © All rights are reserved by Ajit Kumar Khare. Volume - 4 Issue - 3 ISSN 2578-0271 Abstract 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: a) To identify the areas in Delhi which have a clientele that values Indian luxury items. b) To identify retailers who have recently changed or expanded their location with respect to these areas. c) To ask them their experience before changing the location. d) To ask them their experience after changing the location. e) To compare both situations and concluding 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. Keywords: Location; Brands; Luxury; Retailer; Indian handloom; Marketing Introduction India is always been known for its well embellished tradition and culture. The concept of luxury is not new to India. It was acknowledged as the Golden Bird, the land of Maharajas and Nawabs who had sophisticated tastes and were experts of luxury. The notion of luxury is still very prominent in India and we find examples of luxury being connected to Indians almost every day. Be it the grand mansion of the Ambanis’ or the most expensive piece of jewellery ever made by the house of Cartier for Maharaja Bhupinder Singh, all signify the connection of luxury to Indian lifestyle [1]. In 2009, market for luxury items in India was estimated to approximately worth USD 4.76 billion and is increasing at the rate of 22% every year [2]. “India’s luxury market is set to grow to USD 30 billion from USD 23.8 billion by the year-end on back of growing exposure of international brands amongst Indian youth and higher purchasing power of the upper class in tier II and III cities, Assocham said today” (Economic Times, 28 February, 2018). This rapid growth is expected because of a relatively young and impressionable society that is becoming exposed to the western