Brands need to embrace change to connect with consumers
Mumbai, Jan 25 (UNI) Several speakers at the Images Fashion Forum 2007 session highlighted the need for imagination, innovation and change to build brands and ensure that they maintain their relevance by staying connected with consumers.
Mr Pradeep Bhandari, group president of Raymond, presented an India perspective. He spelt out how the consumer in India had moved from an era of scarcity and functionality, to one of multiple options, choice and service at one's doorstep.
He cited the example of a woman in a Tamil Nadu village who sold saris to villagers in instalments, by ensuring a differentiation in her products through embroidery on the pallav and the length of the garment.
There has also been a demographic shift. Added to this, was the fact that women were entering the work force in larger numbers, he observed.
Over 2,000 leading global and Indian names from the world of fashion branding, retailing, merchandising and the entire gamut of fashion retail support organisations are attending the IFF '07 at The Renaissance Hotel at Powai in the western suburbs of the metropolis, a statement issued here said.
Darlie
O'Koshy,
executive
director
of
the
National
Institute
of
Design,
in
a
presentation
titled
'Indian
Retail,
designs
on
the
wall'
said,
''Imagination
is
the
key
to
retail.
Makeover
is
the
buzzword
today.
Even
bus
shelters
are
changing
and
wristwatches
becoming
obsolescent,
with
mobiles
serving
the
same
purpose.
Nokia
was
offering
a
mobile
phone
that
was
dust-resistant,
had
an
anti-slip
grip
and
also
had
a
torchlight.
Romancing
India
is
a
complex
thing
and
any
change
has
to
be
harmonious
with
the
local
culture
and
sensibilities.''
UNI