My Own ways
It's a paradox. And its Human.
While we humans have intense need to belong. Yet we feel titillation in breaching the norms of the society we live in.
Breaking the norms is reassurance to the self. Its a sign of freedom and courage. It's a small breathing space individuality gets in this structured and civilized and well articulated world.
Its also apparent in today's movies where hero/ heroine is ready to marry with the person of their parents choice. its reflection of their respect to society and norms. But yet they are searching for somebody who is of their choice. And on finding one, they escape through the societal norms. This trend gained momentum after Dil Wale Ddulhania le Jeyenge.
Its also apparent in people's drawing rooms where God's representation has changed from traditional Ganesha Metal idol to the abstract painted Buddha painting. Beliefs remains but aesthetic changes. And aesthetic is individual.
Board Rooms are yet very formal. But the ambience / technology used / language / method of presentation has made it contemporary and stylish. And clothes which are worn in the Board rooms are best example of this shift - " I belong, yet I do not ( as I have my own intelligence) "
Brands will always have something to offer which could be on verge of being controversial. Over the period of time when controversial stuff becomes acceptable, trend goes further. Like Van Heusen launched Purple collection about a decade back which are surprise and shock to Blues and creams wearer, but yet it was a roaring success. And today purple is not only a feminine color.
This phenomenon has moved a little further and last year ,Van Heusen Launched a line called - X Lifetsyle. Its a formal with a twist. Its a formal which one can wear to showoff and create and impact and awe. The expectation from formals has changed. From being safe, it has moved to being noticeably, pleasantly different.
This line was launched in AW 12. Which constitute shirts, trousers and suits. Since launch VH stores are clocking 1/4th of their sales in these lines.
This collection has garments which are subtly stylized. Formals yet fashionable. Garments are such that they let the wearer be in the norms of being formally dressed, yet have a style and identity of his own.
X Lifestyle has been liked by all consumers and channel partners. As there is no Brand who has taken this space of subtle fashion. While markets have been bad, Van heusen has tapped growth of about 19% over last year. Which is about twice the industry growth in this time frame.
Consumer when asked have shown preference to this line. Their statement is that is " interesting" , and "this kills the boredom from boardrooms."
When fashion is in line with the changing psychological consumer needs, it has greater chance to succeed. This line has enabled wearer to be in the norms and yet be break it.
Its a Paradox !
