Brand collaborations have become popular in recent years
Sarab Khanijou is a distinguished fashion label rooted in a rich legacy that began with tweed manufacturing in the hills of Uttarakhand. Established in New Delhi in 2010, the brand has evolved into a full-blown collection of blazers, suits, and Indian couture, characterised by innovative design and a dedication to customer satisfaction, reflecting the designer’s commitment to create garments that are versatile and enduring. Speaking to Fibre2Fashion, Founder Sarab Khanijou discusses Indian couture, customer satisfaction, influencer marketing and more.
Can you share your thoughts on the evolution of Indian couture, especially within the context of global fashion trends?
The evolution of Indian couture has been a fascinating journey, especially when seen in the context of global fashion trends. Indian couture has a rich and diverse heritage, deeply rooted in the country’s cultural and artistic traditions. Over the years, it has undergone significant transformations, incorporating elements from global fashion while retaining its unique identity.
Fusion of traditional with modern is the highlight of Indian couture. Indian couture is now blending traditional craftsmanship and techniques with contemporary designs and silhouettes.
How has the rise of e-commerce and online shopping impacted the retail industry? What strategies are brands adopting to maintain a strong presence in both physical and digital retail spaces?
By embracing digital transformation, leveraging data, and adopting customer-centric strategies, retail brands can effectively navigate the changing retail landscape and thrive in both the online and physical retail environments.
Can you tell us about the inspiration behind starting Sarab Khanijou? What motivated you to venture into this industry?
Sarab Khanijou’s legacy dates back to the beautiful hills of Uttarakhand where my great grandfather started the business of manufacturing tweed and opened up his own store where he sold coats and overcoats. The store in Mussoorie is still well known and recognised far and wide. The legacy was carried on for generations and then I decided to move my base and dreams to the plains and thus STITCH was born in 2010 in New Delhi. I chose fall to begin this new chapter and started with a minimal number of coats which eventually transformed into a full blown collection of blazers, suits etc. I strongly believed in my dream of creating and designing a collection that would not only enchant buyers but give them a reason to celebrate themselves and hold it close to their hearts forever. Progressing gradually, learning the ropes of the business, understanding the market, the clientele – all the hard work and persistence finally turned fruitful and in 2015 I launched my eponymous design label.
What sets Sarab Khanijou apart from other similar design houses? What unique value proposition does your company offer?
To keep creating collections and aiming to further expand and evolve my expertise and deep understanding of Indian couture is what gives Sarab Khanijou a different identity. My plans of seeing the label as a brand recognised globally is what keeps me going. Customer satisfaction has always been an important goal as well as to create garments that are versatile and will last the client a long time. Our in-house design team takes pleasure in everything from adding a dash of colour blocking to a classic suit, manipulating fabrics and trying new embroidery techniques in our Indian couture segment to sitting in with our clients and designing outfits specially for their occasions.
Could you give us an overview of the products and services offered by your brand?
We are a menswear label. Our products range from Indian wear options such as kurta sets, sherwanis, bandhgalas to western wear options such as tuxedos, co-ord sets and blazers. We offer customisation and personal assistance to our clients.
Collaboration and partnerships are often key to success. Can you share some of the strategic partnerships or collaborations that you have formed to expand your reach or improve offerings?
Brand collaborations have become increasingly popular in recent years and are expected to continue evolving as a powerful marketing strategy, enabling brands to unlock new growth opportunities, connect with consumers in meaningful ways, and stay ahead in the ever-changing business landscape. We collaborate with various influencers and celebrities in order to expand our reach. We have not collaborated with brands as of now, but it is surely something we would love to do moving forward.
Customer satisfaction is crucial in any business. How do you ensure a high level of customer satisfaction? Are there any specific measures or initiatives that you have implemented?
Customer satisfaction is extremely vital for the growth of the company. We make sure to offer customisation to our clients according to their needs and preferences. We understand their requirements in detail and create pieces according to their liking. We also make sure that our after-sales services are up to the mark.
What are the future goals and aspirations for Sarab Khanijou? Are there any exciting projects or expansions in the pipeline that you can share with us?
Taking each day as it comes, I find joy in the process of creating, learning, and growing. My plans include building stores across India and globally, with the aim of having people fall in love with my creations. Following in the footsteps of my great grandfather, my ultimate goal is to build a legacy of my own. Additionally, we have an exciting new collection in the pipeline!
How has the emergence of social media and influencer marketing influenced brand-building and consumer engagement within the retail industry? Are there any notable success stories or trends?
Overall, social media and influencer marketing have revolutionised brand-building and consumer engagement within the retail industry. Brands that effectively leverage these platforms and engage with influencers can create meaningful connections with their audience, drive sales, and establish a strong presence in the digital landscape. We at Sarab Khanijou know the importance of influencer marketing and collaborate with various influencers and celebrities.
What advice would you give to aspiring fashion designers who are just starting their journey in this industry?
Fashion industry can be exciting and challenging. Always stay informed and inspired and make the most out of your passion and creativity. It is extremely important to be authentic and transparent with your collections in order to thrive for a long time.
Interviewer: Shilpi Panjabi
Published on: 09/08/2023
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.
