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InFashion highlights importance of branding
Apr '13
With the theme “Dream, Believe, Achieve”, the third edition of InFashion kicked off on 20th March 2013 where the three day event brought together the entire textile, apparel and fashion community to exhibit, buy, and source and discuss the world of fashion and fabric. The three day fashion extravaganza began on 20th March, 2013 at Bombay Exhibition Centre, Goregaon, Mumbai.

Day two at InFashion’13 gave a clear indication about the importance of branding, efficient, capable and trained retail associates and the importance of tailoring in the value chain, to accelerate the pace of fabric OTC (over the counter) sale.

The day started with the session on importance of branding in the domestic market. The session was moderated by Anand Pandey, Sr. VP, Future Group. The lead presentation was given by Harish Bijoor, Brand Expert & CEO, Harish Bijoor Consults Inc. The other speakers in the panel included Mrinmoy Mukherjee, Director Marketing, Raymond; Madhu Roongta, CEO, Roongta Consulting; Rahul Akkara, VP Marketing, Siyaram’s.

Addressing the session, Pandey said, “In domestic market there is a need of branding the fabric products. This will give a better shelf life and appeal to the customers, which unfortunately is not adequate in current scenario.” According to Pandey, approximately ` 700.00 crore are spent annually on advertisement for fabric and garment together, out of which only 20% is kept for fabrics. He gave the example of the overseas market, where global brands are aggressively building their identities. Their expertise in providing uniqueness to their customers has created an ever increasing pool of brand hungry customer craving for something unique. This has made it imperative for all retailers, modern or traditional, to work towards creating their own unique position in the market. He advised the fabric players to invest in identity building. It will not only help in increasing loyal customers but will also help in establishing the business as a brand, he concluded.

Retail associates are backbone for any retail business to grow. B S Nagesh, Founder, TRRAIN, conducted an interactive session, explaining the need and ways of developing retail staff in order to maximize the outputs in retail businesses. Participants in the session from retail, management and manufacturing trades were agreed on the need of continuous training for retail associates, so that the status of both retail and its employees can be taken to new heights. Concluding the session, B S Nagesh stressed that experience of shopping is enhanced many times when you have well trained, confident and efficient sales staff at your disposal. There is a need to train them and we have a capable infrastructure to provide them world class knowledge, Nagesh added further.

Also at the second day of InFashion 2013, it was probably the first ever biggest discussion among master tailors of India on such an impactful platform of Indian textile and value chain. The discussion was well attended by a large number of trade partners from various trades like textile manufacturers, retailers and master tailors.

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