For an industry that is synonymous with public-image, glamour, big spenders and high-end designers, there’s much more than just management that goes behind handling a big brand and more so, in creating one. As tough it is to establish your brand image, it is equally challenging to maintain it! And when its about fashion, the challenge only multiplies since your brand may be the next ‘talk of the town’!
Are you someone who flocks to luxury malls for your pick of high-end designer staples? Do you wonder often what goes BTS for these big fat fashion labels? Do you also go gaga over luxury fashion labels like Armani, Jimmy Choo, Gucci, LV and turn your heads around to glance at the mannequins at their stores? Are you someone who’s seldom referred to as ‘brand-conscious’? Are you also curious to know if there exists a course as ‘Luxury brand management’ in fashion industry?
We bring you to this week, a workshop curated for budding professionals & designers in this fast-paced luxury fashion industry; an industry where fashion redefines itself in the blink of an eye. We rightly believe you ought to have key strategies at your fingertips for your mastering your own brand and target the right clientele! Presenting, Ms. Nisha Chanda, a fashion evangelist, educationist and influencer who has been serving the industry for the last 14 years and who’s here to get into the nitty-gritties and teach us how branding is for fashion as salt is to taste!
1. Which is your favorite fashion label?
YSL and Hermes
2. What is your go-to luxury brand management strategy?
I would say it’s not a single move that can help you sustain with a strong brand position. In fact, it’s a constant effort in areas including identifying your niche, segment-based positioning, emphasis on symbolic and functional value and most importantly, customisation and exclusivity!
3. Do you think Indian markets have the potential to be at par with the luxury and fashion markets abroad post pandemic?
India is a country of opportunities when it comes to luxury. Yes, the post pandemic world as we all are aware, will also show its effects here. As per a research, around 35% of fall was already forecasted at the start of the pandemic. However, as compared to other countries, India still has an upper hand. The success of luxury will depend on factors like online presence and fluency, purposeful and meaning content, constant connect with consumers as well as sustainability. There is a huge scope for ‘Bridge Luxury’, which implies luxury, albeit at affordable prices.
4. Do you think ‘less is more’ can be adopted in case of luxury & fashion?
Yes, luxury goes hand-in-hand with minimal fashion. The lesser, the better. Also, clean chic styling is the best way to style luxury. Crowding it up is asking for attention!
5. What is tougher – Re-branding a major label or launching an emerging brand?
Both scenarios demand constant hustle. Also, both the concepts are different like are night and day. But if I am to choose one being a brand consultant, I would say re-branding an existing label is easier as your set of consumers are already aware of you. This may not work in situations where you have already done mistakes in the trade. The fact of existence since a few years helps to create a pedigree further.
6. What is your own style quote?
“It’s always about timing. If it’s too soon, no one understands. If it’s too late, everyone’s forgotten” by Anna Wintour.
7. Do you believe in the phrase of “Dress to Impress?”
No, Dress to Express. Trying to impress people is a big waste of time!
8. What is that one fashion faux pas of 2020 people are blindly following?
I appreciate designers participating in this pandemic by creating masks and other safe fashion merchandises but that said, they need to follow the safety instructions. Markets are today flooded with designer fabric masks that don’t really protect you. I don’t feel any sense in people creating and others buying them.
More such questions popping up your mind?
Why Google, when you can have a one-on-one with the Fashion expert who has been in the industry for 14 years.
You are just a click away to learn something new & exclusive each day! So stay tuned to http://www.bookaworkshop.in/ as we curate this workshop line-up to help you make the most of your time amidst this Corona time!