Interview with Rana Sidahmed

Face2Face
Rana Sidahmed
Rana Sidahmed
Global Creative Director
Avery Dennison RBIS
Avery Dennison RBIS

Brands have to be mindful of placement, density, and material
Avery Dennison RBIS is a global leader in apparel and footwear branding, packaging, labelling and RFID solutions. Rana Sidahmed, Global Creative Director talks to Fibre2Fashion about the future of retailing and the company's Power of Branding study.

Please share the important findings of the Power of Branding study at Avery Dennison RBIS.

Branding influences value perception. What branding you put on a product influences the consumer's perception of the value of a piece of apparel. For example, when it comes to fashion tops, people really care about the quality of the woven label inside the top. To them, that signifies how valuable it is. A back patch on denim --- if it is quality leather, for instance --- affects perception as well.

Not all apparel branding is created equal. A brand will want to optimise for purchase intent and spending more on a hang tag is important for denim rather than in a fashion top. The right branding can drive buying intent and increase perceived value. Sometimes there is the right combination of branding for a specific garment. In denim, the back patch and hangtag are what you are paying attention to. It is the same for the inside woven label of a fashion top.

Sustainability matters especially in Asia and the European Union. People care not only about what the clothes are made of, but where they are made and who made them. According to the 2016 Aspirational Consumer Index, about 78 per cent of consumers believe they can change how a company behaves based on their purchasing decisions, compared to 66 per cent of total consumers.

What does branding mean in today's global world? What major challenges do retailers face?

People are spending much more time and money on experiences than on things. So we are confronted with figuring out how we can create an experience through branding. How can we provide consumers with experiences while they are shopping? How do we make it meaningful? Then, there are issues of sustainability and transparency. 

A recent example of this was seen in our collaboration with New York-based menswear brand Rochambeau and the Bright BMBR jacket. Using Avery Dennison's Janela solution powered by Evrythng Smart Products Platform, the jacket offered consumers access to unique personalised experiences through the jacket itself, like access to exclusive NYC restaurants, nightclubs and art galleries through our Janela solution. The jacket then became the wearer's VIP pass to the Rochambeau Autumn/Winter 2017 catwalk show last Fall at New York Fashion Week.

What kind of branding or retailing solutions are faring well among apparel consumers?

People are thinking of functionality. It is at the heart of every decision being made, based on RBIS' creative insights. There is definitely a push for more visible texture as well whether it is in branding or hang tags or external embellishments. This helps create an experience when you touch it. Even though functionality is at the heart of the decision-making, consumers are still interested in being engaged by the brand or product story.

With the emergence of smart products, including the Janela solution, brands can digitise products at the point of manufacture enabling apparel and footwear products to be 'born digital' or created with a unique, serialised label and digital identity in the Cloud that can access applications and analytics managed by Evrythng's platform. For fashion brands, this is the gateway to elevated consumer experience.

RBIS is using technologies to work together to drive efficiency, speed and seamless experience.

What percentage of consumers considers sustainability in clothing an important parameter for a purchase decision?

From our findings, consumers across the globe are most interested in buying garments made in a socially responsible way. Of these, here is the breakup: 
  • 87 per cent Chinese consumers 
  • 72 per cent European consumers
  • 50 per cent American consumers
These statistics are breathing and living as more consumers are made aware of the importance of sustainability. About 88 per cent of consumers expect brands to take measures to be environmentally friendly (Curve Report 2013).
Published on: 10/05/2017

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.

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