Metro Plus
Bangalore
Chennai
Coimbatore
Delhi
Hyderabad
Kochi
Brand errand
ANUJ KUMAR
WHEN FASHION brand Numero Uno held the preview of its summer 2005 collection at the start of winter, it surprised many for more than one reason. It was arguably the first time when a middle-level Indian brand showcased its collection a season ahead.
"The show is primarily meant for our distributors, but we thought why not share the trends with the media, after all brand image is becoming more important than ever before," says Narinder Kumar, Managing Director, Hi-fashion Clothing Co.
With the quota-free regime coming to force in January 2005, the rules of the game are changing in the textile industry. Tie-ups, consolidation, take-overs, expansion seems to be becoming the brightest hue of the industry.
Numero Uno has tied up with Lycra to bring "style, comfort and perfect fit" to their designs. "Society is increasingly becoming conscious about fitness, that explains the tie-up," adds Singh. The companies are looking to cover both the sides so when Lycra promotes Style Awards on MTV, the winners include portly fellows like Vijay Mallaya as well. "Well, in India you have to play the game according to local rules. Our brand is all about attitude and we believe Mallaya exudes it," quips Satish Khurana, director, sales and marketing, Invista.
However, while barons like Gautam Singhania scouted young talent like designers Gauri and Nainika from India Fashion Week to design for his brand Be:, Singh feels still there is no need to go for designer inputs in the retail market.
Aniruddha Deshmukh, vice-president, retail, Raymonds, differs, "For us, working with designers has not been difficult. We try to arrive at a common meeting ground, and young designers are open to limit their creativity within the budget. This way, we are able to give more options to our customers."
Talking of Indianising foreign trends, Singh says, "It is a must. You know, McDonald burger and pizzas didn't work when they first came to India. It is only when they opted for Indian fillings and spiced up the toppings that people developed a taste for them."
Indianising is not only limited to designs, it is seeing through campaigns of foreign brands in India as well, where a tanned Bipasha is promoting Levis and Monte Carlo replacing `phoren' Lisa Ray with a sultry Sushma Reddy.
Printer friendly
page
Send this article to Friends by
E-Mail
Metro Plus
Bangalore
Chennai
Coimbatore
Delhi
Hyderabad
Kochi
|
