Ensuring the high quality of our products is non-negotiable
Sahil Kochhar is a distinguished luxury pret-a-couture brand celebrated for its unique textures and embroideries, seamlessly melding contemporary aesthetics with India’s rich cultural heritage. Launched in 2014 by Sahil Kochhar, a NIFT graduate and former designer with Rohit Bal, the brand epitomises artisanal craftsmanship and an enduring love for nature. In a chat with Fibre2Fashion, Founder Sahil Kochhar talks about luxury pret-a-couture, ethical fashion and more.
What is luxury pret-a-couture, and how does it differ from other categories of fashion?
Luxury pret-a-couture, often referred to as ‘ready-to-wear couture’, is a category of fashion that blends elements of high fashion (couture) with ready-to-wear clothing. It represents a bridge between the exclusivity of couture and the accessibility of ready-to-wear fashion. What sets luxury pret-a-couture apart is the meticulous craftsmanship, attention to detail, and use of high-quality materials, similar to traditional couture. However, it is more readily available to consumers and is designed for everyday wear. It offers the perfect balance of luxury and wearability, catering to individuals who desire exceptional quality and design in their everyday clothing.
How have trends in luxury pret-a-couture changed over time, and what factors have influenced these changes?
Trends in luxury pret-a-couture have evolved significantly over the years, primarily driven by several factors. Firstly, changing consumer preferences and lifestyles play a significant role. Today’s consumers are looking for unique, comfortable, and versatile pieces that reflect their individuality. Secondly, globalisation and digitalisation have brought different cultures and influences together, resulting in a more diverse and eclectic fashion landscape. Additionally, sustainability and ethical concerns have led to a shift towards eco-friendly materials and practices in luxury fashion.
What are some of the ethical and sustainability concerns associated with luxury pret-a-couture production, and how are designers and brands addressing these issues?
Ethical and sustainability concerns are vital in today’s fashion industry, including luxury pret-a-couture. Some of the concerns include the environmental impact of production, fair labour practices, and the use of animal-derived materials. Many designers and brands are actively addressing these issues by adopting sustainable practices.
Designers are also exploring innovative alternatives to traditional materials, such as vegan leather and recycled fabrics. By taking these steps, we can reduce the fashion industry’s environmental footprint and ensure that our creations are ethically produced.
What inspired you to start your own fashion brand, and how did you get started in the industry?
Since my childhood, I have been fuelled by a profound love for creativity and design. Even at a very young age, I found myself sketching my own school uniform. My fascination with the fashion world only grew, eventually leading me to enrol at NIFT, where I viewed fashion as a potent form of self-expression. Following my formal education at NIFT, I gained invaluable experience working alongside well-established fashion houses.
The inspiration to embark on my entrepreneurial journey and establish my own brand stemmed from a deep-seated desire to provide distinctive, top-notch fashion that resonated with a diverse clientele. My aim was to infuse the industry with a fresh perspective by seamlessly merging traditional craftsmanship with contemporary aesthetics. It was this unwavering determination and vision that culminated in the inception of my own fashion label.
What are the key challenges you face, and how do you address them?
Like any business, the fashion industry comes with its share of challenges. Some of the key challenges include staying relevant in a highly competitive market, managing production costs, and maintaining consistent quality. To address these challenges, I focus on innovation, staying true to my design philosophy, and constantly adapting to evolving consumer preferences.
Additionally, market research and a deep understanding of consumer needs are crucial in addressing challenges and making informed decisions.
What are the key challenges you face, and how do you address them?
Like any business, the fashion industry comes with its share of challenges. Some of the key challenges include staying relevant in a highly competitive market, managing production costs, and maintaining consistent quality. To address these challenges, I focus on innovation, staying true to my design philosophy, and constantly adapting to evolving consumer preferences.
Additionally, market research and a deep understanding of consumer needs are crucial in addressing challenges and making informed decisions.
How do you stay ahead of the curve in terms of fashion trends, and what do you see as the next big trend?
Remaining at the forefront of fashion trends necessitates a blend of intuition, dedicated and continuous research and development, and a sharp discernment for emerging styles. My approach involves diligent tracking of worldwide fashion shifts.
When it comes to predicting the next major trend, my belief is that sustainability and conscious consumerism will persistently rise in significance. People are increasingly attuned to the ecological and ethical consequences of their choices. Consequently, I foresee an escalating demand for sustainable, environmentally friendly fashion, accompanied by a shift towards enduring, versatile garments that leave a lasting impression.
How do you balance the creative and business aspects of running a fashion brand?
Balancing creativity and business is a fundamental aspect of running a fashion brand. It requires discipline and a strategic approach. While creativity fuels the design process, I also recognise the importance of sound business practices.
To strike this balance, I have a dedicated team that handles various business aspects, such as marketing, finance, and logistics. This allows me to focus on the creative aspects of design while ensuring that the brand runs efficiently. Regular communication and collaboration between the creative and business teams are essential to maintaining this equilibrium.
What is your approach to sustainability and ethical fashion, and how do you ensure that your products are eco-friendly?
To ensure that our products are eco-friendly, we follow a multi-faceted approach.
Material Selection: We prioritise the use of sustainable and organic materials, such as organic cotton, recycled fabrics, and eco-friendly dyes.
Ethical Production: We work closely with suppliers and artisans who adhere to fair labour practices and ethical production standards.
Minimal Waste: We employ production techniques that minimise fabric waste and reduce environmental impact.
Transparency: We provide transparent information about our supply chain and production processes, allowing customers to make informed choices.
How do you differentiate yourself from other fashion brands, and what is your unique selling proposition?
What distinguishes my brand is the unique technique we employ, and the extensive research and development efforts dedicated to maintaining the integrity of our design statement. My creative inspiration is drawn from my cultural heritage, harmoniously blended with modern design sensibilities to craft fashion that seamlessly bridges the realms of timelessness and contemporary style. This fusion yields apparel that caters to individuals in search of exceptional, top-quality pieces that authentically express their uniqueness.
In essence, what sets my brand apart is its ability to create a fashion experience that not only captivates aesthetically but also resonates emotionally. This synergy results in clothing that transcends the constraints of fleeting trends, rendering it genuinely distinctive and appealing to those who seek fashion imbued with depth and soul.
What is your process for designing and producing a new collection, from concept to final product?
Designing and producing a new collection is a meticulously planned process that spans various stages, from concept to the final product. It includes the design development stage, where sketches and mood boards bring the concepts to life, materials are selected, and silhouettes are defined.
Once prototypes are approved, we proceed to the production phase, collaborating closely with skilled artisans and suppliers to bring the collection to fruition. Quality control remains a continuous process throughout production to maintain our high standards.
After production, the collection is presented through various channels, including fashion shows, lookbooks, and social media. Distribution to retail partners and our stores makes the collection accessible to our customers.
How do you market your brand, and what channels have been the most effective for you?
Promoting my brand necessitates a versatile strategy aimed at reaching a wide-ranging audience. I firmly believe that social media serves as a powerful tool enabling direct engagement with our audience. Our continuous collaborations with other brands and artists foster a sense of synergy and community. Additionally, our participation in fashion shows and events is a vital means to introduce our collections to a broader audience.
How do you ensure that your products are of high quality?
Ensuring the high quality of our products is non-negotiable for our brand. We maintain quality through several means, beginning with the selection of reputable suppliers who provide high-quality materials and components. Our garments are crafted by skilled artisans who are experts in their respective fields, ensuring meticulous craftsmanship.
Rigorous quality control processes are implemented throughout production to identify and rectify any issues that may arise. We actively seek customer feedback and use it to improve our designs and production processes, fostering a culture of continuous improvement.
What role does technology play in your business, and how do you leverage it to stay ahead of the competition?
Technology plays a vital role in running my fashion brand. We leverage technology in various aspects of our operations, beginning with digital design tools like computer-aided design (CAD) software, which assists in creating and visualising our designs. Our online store serves as a crucial platform for reaching a global customer base and streamlining sales. Social media platforms are instrumental in connecting with customers, showcasing our brand, and driving engagement.
How do you manage your supply chain and logistics, and what are the key challenges you face?
Managing the supply chain and logistics is a complex yet essential aspect of our operations. We face various challenges, such as sourcing sustainable materials, maintaining consistent quality, and ensuring timely deliveries. To address these challenges effectively, we prioritise building strong relationships with suppliers and artisans who are reliable and share our commitment to quality and sustainability.
Efficient inventory management is critical in preventing stockouts and overstocking, optimising logistics, and ensuring timely deliveries.
What advice would you give to someone who is looking to start their own fashion brand?
For aspiring fashion entrepreneurs looking to start their own brand, I offer the following advice:
Begin by finding your unique voice and identifying what sets your brand apart. It is essential to have a clear vision and a deep understanding of the values and ethos you want your brand to embody.
Conduct thorough market research to understand your target audience, competitors, and industry trends. This knowledge will guide your brand’s positioning and strategy.
Build a strong team of professionals who complement your skills and share your vision. Collaboration and diverse expertise are key to success.
Starting a fashion brand is a rewarding journey that combines creativity, business acumen, and passion. With dedication and a clear vision, you can create a brand that resonates with customers and leaves a lasting impact in the fashion industry.
20230103183907.png)
