Brands need to embrace change to connect with consumers

By Staff
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Google Oneindia News

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

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