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'Indian apparel brands averse to creating brand ecology'
Sep '14
Mr. Sanjay Vakharia
Mr. Sanjay Vakharia
“Home grown brands refused to go the whole way on creating brand ecology for themselves, and many took the shortcut of being just a label as opposed to being a brand”, a Marketing Director of an Indian home grown denim apparel brand, says.

In an exclusive tete with fibre2fashion, Sanjay Vakharia – Marketing Director at denim brand, Spykar adds, “A brand is all about more and more sacrifices and minute attention to details with a very long term perspective. And only a few could follow the hard way.”

With over two decades of experience under his belt, Sanjay Vakharia, a strategic bent and an opportunist, gave Spykar the required impetus to transform from a laundry grown to creating the brand image for Spykar.

On Indian consumers not exhibiting brand loyalty, Vakharia informs, “People are still trying different products and brands. It is still infancy for the category and hence too premature to have loyalists. Having said that, all brands still have their loyal followers and patrons, and they will keep growing as the market matures and ripens.”

Sanjay Vakharia is of the opinion that retailing is all about creating an experience and offering a 'feel good factor' to consumers and feels all brands should be always conscious of the fact.

On his preference for multi-brand-outlets or exclusive stores, he says, “Both have their pros and cons, but both are critical to the business.”

On his mantra for brands to succeed in emerging markets like India, he opines, “India or anywhere else, one has to be honest with the proposition and serve the consumer with utmost sincerity and stay committed to the brand positioning and its promise.” (AR)

Click here to read the whole interview.

Fibre2fashion News Desk - India

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