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Interview with Ashish Jain

Ashish Jain
Ashish Jain
Camla Barcelona
Camla Barcelona

Camla Barcelona blends international trends with sustainability and discerning taste
Camla Barcelona is an international brand, designed in Barcelona that captures the restless spirit of young modern men and women who are confident in their own skin, and like to create their own style. Owned by the Jain Amar House of Fashion, the brand is today available in over 100 retail points as well as leading fashion portals. In an interview with Fibre2Fashion, Camla Barcelona’s Director Ashish Jain discusses the impact of technology and sustainability on the fashion industry, the unique features and target audience of Camla Barcelona, and its commitment to ethical practices.

How has the rise of e-commerce platforms and online shopping influenced the traditional brick-and-mortar fashion retail industry, and how do you see this dynamic evolving in the future?

The rise of e-commerce platforms and online shopping has greatly influenced the traditional brick-and-mortar fashion retail industry. As a brand, we have seen a shift in consumer preferences towards online shopping, which has led to a decrease in foot traffic in physical stores. To adapt to this dynamic, we have enhanced our online presence, invested in e-commerce options, and integrated technology into our operations. In the future, we expect e-commerce to continue growing, with increased focus on omnichannel retail experiences, such as online-offline integration, virtual reality shopping, and personalised online shopping experiences.

In recent years, there has been an increased focus on sustainability and ethical practices in the fashion industry. How do you think this is shaping the industry, and what should brands do to adapt to these changing consumer expectations?

The focus on sustainability and ethical practices in the fashion industry is shaping the industry in significant ways. Consumers are becoming more conscious about the environmental and social impact of fashion and are demanding transparency and responsible practices from brands. To adapt to these changing consumer expectations, brands should prioritise sustainability and ethical practices in their operations, supply chain, and product offerings. This includes using sustainable materials, promoting fair labour practices, reducing waste, and implementing responsible production processes. Brands should also educate consumers about their sustainability efforts and engage them in their sustainability journey.

What impact has technology had on the fashion industry, and how are brands leveraging it to improve their operations and reach consumers?

Technology has had a transformative impact on the fashion industry. Brands are leveraging technology to improve their operations and reach consumers in various ways. For example, data analytics and artificial intelligence are being used for demand forecasting, inventory management, and personalised marketing. Virtual reality and augmented reality are being used for virtual try-ons and immersive shopping experiences. Social media and digital marketing are being used to reach and engage consumers on multiple platforms. E-commerce platforms and mobile apps are providing convenient and seamless shopping experiences. Overall, technology is enabling brands to optimise their operations, enhance customer experience, and expand their reach.

What inspired the creation of Camla Barcelona, and how did the brand evolve over time?

Camla Barcelona was created to offer a wide range of options for chic, effortless, and essential dressing to cater to the restless spirit of young modern men and women who like to create their own style. The brand’s inspiration was to provide fashion that reflects the global vibes of the young and restless tribe of men and women who live life by their own rules, and for whom fashion is a way to express their mindset.
Since its launch in 2015, Camla Barcelona has expanded to become one of the few Indian brands that cater to both men and women, and is available in over 100 retail points as well as leading fashion portals, including its own platform, www.glamly.com. The brand has evolved over time, incorporating sustainable and ethical practices in its operations and product offerings while building a loyal customer base. Camla Barcelona continues to expand its online presence, introduce new collections, collaborate with like-minded partners, and engage in community initiatives to promote sustainability in fashion. Camla Barcelona provides young men and women the option to dress fashionably with elegance and style, inspired by international vibes.

Who is your target audience, and how do you cater to their fashion needs?

Camla caters to a unique demographic of self-assured, well-travelled men and women who exude a restless spirit and a desire to create their own style. At Camla Barcelona, we understand that fashion is not just about following the latest trends, but rather an expression of one’s mindset and personal style. Our range of chic, effortless, and essential dressing options reflects the global vibes of the young and restless tribe who live life on their own terms.
Our fashion-forward consumers are between the ages of 24 and 35 and reside in metros and mini-metros. They are fashion-conscious but prefer to underplay their style, relying on quality and comfort as much as on-trend designs. They lead active lifestyles, are fitness-conscious, and own the latest gadgets. Our customers are always connected, active on social media, and aware of the latest fashion trends.
At Camla Barcelona, we blend the best of international trends with the discerning taste of our customers. Our designs are created with the globally-connected man and woman in mind, offering the perfect blend of comfort, quality, and style. Our fashion line is a reflection of the unique mindset of our customers, allowing them to express themselves through fashion in a way that is both elegant and effortless.
Our goal is to provide our customers with a fashion line that resonates with their individuality, and at Camla Barcelona, we take pride in our ability to do so.

What sets Camla Barcelona apart from other fashion brands in the market?

Camla Barcelona stands out from other fashion brands in the market with its unique blend of international trends and discerning taste. But what truly sets us apart is the ability to reflect the global vibes of the young and restless tribe of men and women who live life by their own rules and use fashion as a way to express their mindset. 
Moreover, we have incorporated sustainable and ethical practices in our operations and product offerings, making Camla a responsible and conscious brand that appeals to consumers who care about the environment and the impact of their purchasing decisions. With its blend of style, comfort, quality, and ethical consciousness, Camla Barcelona is a brand that stands out in the competitive fashion market, catering to a unique segment of the fashion-conscious population.

How do you ensure that your designs remain trendy and relevant to your audience?

To ensure that our designs remain trendy and relevant to our audience, we closely follow fashion trends and consumer preferences. We conduct market research, engage with our customers through feedback, and analyse fashion forecasts. We also collaborate with fashion influencers, stylists, and designers to gain insights into emerging trends. However, we strive to create designs that go beyond short-term trends and focus on timeless elegance and versatility, which ensures that our products remain relevant and stylish for years to come.

Can you describe the creative process behind the development of a new collection?

The creative process behind the development of a new collection involves several stages. It starts with research and inspiration gathering, where we explore fashion trends, materials, colours, and themes that align with our brand ethos. Next, we conceptualise and sketch designs, taking into consideration sustainability, style, and versatility. We then create prototypes, conduct fittings, and refine the designs based on feedback. Once the designs are finalised, we move into production, ensuring that sustainable practices are followed throughout the manufacturing process. Finally, we launch the collection, promote it through various channels, and engage with our audience to gather feedback and insights for future collections.

How do you incorporate sustainable and ethical practices into your brand’s operations and production processes?

At Camla Barcelona, sustainability and ethical practices are integral to our brand’s operations and production processes. We source eco-friendly materials, such as organic cotton and recycled fabrics, and prioritise fair labour practices, including ensuring safe working conditions and fair wages for our workers. We also strive to reduce waste and minimise our carbon footprint in our supply chain and production processes. We prioritise local manufacturing and work with suppliers who share our commitment to sustainability. Additionally, we promote transparency and educate our customers about our sustainable practices, encouraging conscious consumerism.

How do you keep up with the fast-changing fashion industry, and what strategies do you employ to stay ahead of the curve?

 Staying ahead of the fast-changing fashion industry is a priority for us at Camla Barcelona. We constantly monitor fashion trends, consumer preferences, and industry innovations through market research, fashion forecasting, and staying updated with industry publications. We also participate in industry events, collaborate with fashion influencers, and engage with our audience through social media and customer feedback to understand their evolving needs. Innovation is key, and we continuously explore new sustainable materials, production techniques, and technologies to improve our products and processes. We also focus on building a strong brand identity and loyal customer base, which helps us stay ahead of the curve and maintain our competitive edge in the fashion industry.

What role does technology play in your business strategy, and how do you leverage it to reach a wider audience?

At Camla Barcelona, we leverage technology in various ways to reach a wider audience. We have a strong online presence through our e-commerce platform, which allows us to reach customers globally and provide a seamless shopping experience. We also utilise social media, digital marketing, and email campaigns to engage with our audience, promote our brand, and showcase our sustainable practices. Additionally, we leverage technology in our supply chain and production processes to optimise efficiency, reduce waste, and minimise our environmental impact. By leveraging technology, we are able to connect with a broader audience and create meaningful interactions, while also streamlining our operations.

Can you share any future plans for the brand’s growth and expansion? Kindly share the pointers.

As a brand, we have several future plans for growth and expansion at Camla Barcelona. Here are some pointers:
Expansion of product offerings: We plan to expand our product offerings beyond our current collections, including introducing new categories, such as accessories, footwear, and sustainable lifestyle products, to cater to a wider range of customer needs.
Geographic expansion: We aim to expand our brand’s presence to new markets, both domestically and internationally, by targeting regions where there is a growing demand for sustainable fashion and ethical practices.
Collaborations and partnerships: We plan to collaborate with like-minded partners, such as sustainable fashion influencers, eco-conscious organisations, and ethical manufacturers, to amplify our brand message and reach a wider audience.
Innovation and technology: We will continue to invest in innovative technologies and sustainable production techniques to enhance our products, processes, and customer experience, thereby staying at the forefront of the industry.
Community engagement: We plan to further engage with our community through events, workshops, and educational initiatives to promote awareness about sustainable fashion, ethical practices, and conscious consumerism.
Brand expansion: We will focus on building a strong brand identity and increasing brand awareness through strategic branding and marketing efforts, while staying true to our values of sustainability, elegance, and versatility.
Our future plans revolve around sustainable growth, expanding our reach, and continuously improving our products and processes to remain a leader in the fashion industry, while upholding our commitment to sustainability and ethical practices.
Interviewer: Shilpi Panjabi
Published on: 12/05/2023

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.