In the fashion segment, managing various brands with distinct stories requires a customized approach. Each brand’s unique USP, audience, and price range demand strategies developed to meet specific needs. The process involves understanding, adapting, and creating strategies that ensure every brand stands out while maintaining its identity. This careful planning and creativity result in a diverse and meaningful collection, reflecting the art of branding in a dynamic industry.

Audience is the Auditor

Those brands in this segment, namely Abony, Family Wedding Centre, GLeathers, Popees, Preethi Silks, and Q for Queens, are entirely different in terms of their audience and class, except for Family and Preethi. This provided the opportunity to study the audience pool, including millennials, couples-to-be, Gen Y, Gen Z, and kids. Branding in the fashion industry demands a deep understanding of trends, preferences, and cultural influences to create narratives that connect with distinct customer groups. It also requires highlighting the unique identity of each brand while maintaining relevance in a competitive and everevolving market.

Evolving with the Brand

As a brand strategist, observing the journey of these brands has been a fascinating experience. Family Wedding Centre stands out for how it has evolved over time. The brand followed a traditional approach especially in Malabar region, reflecting its name by avoiding models and exposed content. This approach was the result of preserving conservative values, but as younger generations took on leadership roles, the brand gradually adopted a modern outlook, mirroring the evolving family dynamics in Kerala.

In contrast, Abony represents the Newgen wave, adopting contemporary branding and marketing strategies that reflects the era. Preethi, on the other hand, takes an approach by focusing heavily on product pricing, catering to value-conscious customers.

Popees crafts its message for parents, while Q for Queens appeals to a premium audience, offering an exclusive branding experience. GLeathers champions quality leather products, maintaining a niche identity in its segment.

Challenges are the Transformers

Working on jewellery brands was a truly exciting experience, especially when Yara Gold and Diamonds challenged us to make it the region’s number one choice. After an extensive field study, we presented a Brand Analysis Report that detailed the current state and introduced a Year Plan based on our findings.

Each of these brands tells a distinct story, and the strategies behind their journeys highlight the art of blending identity, audience, and aspirations in a dynamic market.