Who needs more brands in Apparel ? And what could be the new brand making opportunities in these times ?
There is constant addition of the brands in each of the
possible categories, possibly every week.
Brands starts to look like other, creating Clutter.
Especially in
apparels, there is an oversupply as entry barriers are low. And brands are
being created for every possible reason. Brand reason distribution looks like
this.
·
International pedigree brands ( Levis, Louis Phillippe,
Pepe, wrangler, UCB, Jack and Jones,.etc)
·
Indian brands appearing as international brands
( Peter England, AND, Hidesign etc)
·
Occasion serving brands ( Manywar, Biba, Woodlands,
wildcraft, Black berry, jockey, …etc)
o
Denim brands ( Spykar, Killer, Mufti etc)
o
Formal brands ( Raymond, Park Avenue, Arrow etc)
o
Marriage ( Manyavr, Mohey, Biba, Taniera, etc )
o
Office wear brands ( W, Allen solly etc)
o
Party wear ( Zod, Vdot,
·
Cost effective brands of Deptt stores (
Rangmanch, Stop, Code ..etc)
·
Fashion lead international stores ( Zara, HNM, splash,
Now Uniqlo ..etc)
·
Indian ethos brands ( Indian terrain, Fab
India..etc)
·
Seasonal brands ( Monte Carlo,
·
Extended brands ( Royal enfield, Wills life
style, )
·
Sports lead ( US polo, LP sport etc)
·
Fiber lead brands ( Liva, Linen club etc, )
·
Ecomm brands ( Roadster, Anouk, abof…)
·
Celebrity lead brands ( HRX, Imara, Mstaken, Nush,
rheason,Ecko..etc)
What do you think, does India need more brands with a
beautiful looking model, wearing nice set of garments ? Bull ! And that is what is being harped about today...How paradoxical.
Does Indian consumer
already gets more than he is asking for ?... You are best judge by yourself.
Brands have been created in all possible reason! Interestingly.... For the
same pocket share.
Leaving consumer with a feeling that brands have only one objective,
which is to lure and fleece !
And consumer has started to move away from branded world to the world of economic fashion.
Then WHAT could be
the possible reason of new brands emergence?
In my view, BRANDS WITH PURPOSE is the rapidly emerging possibility.
Each brand should evoke an emotion in consumer when used. Deeper the emotion,
deeper is the association with the brand.
With the increasing consciousness in masses, brand with the Context
could gain mind share very quickly.
Patanjali has proved it without doubt.
Being Human is a very successful brand in apparel in India
with celebrity and purpose.\
Pawsitive in Srilanka for stray dogs, Fashion project of
Boston on charity, Satya Jewelry for orphans, Warby Parker glasses for chidren
etc.
Brands with Purpose, appeals to both Heart and Mind. Simon
Kemp wrote a beautiful blog on the same in 2015. ( https://wearesocial.com/uk/blog/2015/01/building-purposeful-brand).
Suggesting that we cannot keep on making better things... we need to make
things better!
Hence purpose could be anything, India, Philanthropy, Girl child, Stray animals, Drugs..etc.
Consumer also just do not want to only look good, they also
want to come across like a concerned and contributing citizens. Both to
themselves and others. ( who would not ?!)
However, I think that none of the apparel brands is clear
and big enough in consumers mind for its purpose as Patanjali is. While some brands talk about it, but its in timid voice.
And THAT IS THE OPPORTUNTY!
And a very large opportunity!!!
I believe that a right brand with apt product launched with
the clear purpose can gain very quick love and commerce. Would help in making
the world a better place for us and generations to come.
Brands enhance consumerism, consumption, and hence
extracting from this planet. It’s time to give back, to consumer, to people and
to planet. Brand has an opportunity to leverage the underlying tacit emotion of
the country. And create commercial and ecological success.
Such brands and businesses would gather lots of free support,
resources, publicity etc. from large celebrities, leaders and influencers
. If
rally for river can have 12 crore people giving a missed call, we surely are
living in a different India today.
I hope and pray that the fashion also looks at making this
world a better place. Lots of money has been transacted from hundreds of years,
for one to look good outwardly. Now probably is the time to wear clothing which
also helps one look good internally to himself.
