Digital Archives

CSR, Customer emotions & the disruption in Consumer science (Levi’s, Hublot, Amazon, Yoox, Facebook, Chanel, H&M, Volkswagen, LVMH & Smint in review) + Re-imagining Brand Longevity

I’m often asked rhetorically why brands need to go digital? And, I often answer in the most non-rhetorical way: Why shouldn’t brands go digital? Everything related with consumers is encompassed with a digital layer now and brands are coerced to review their digital touch-points in the wake of this disruption. Although digital does not have a novelty element in its vein to offer, yet the most challenging aspect of the brands that have been successful in the past using a traditional system is the divide between an eCommerce vs a brick-and-mortar retail model and the supposed cause of a dilution in their brand equity should they plan to go online. This is a classic conundrum faced especially by luxury brands that have predominantly been late adopters and are still eschewing large-scale digitisation and the weight of its implications. Brands are facing other challenges as just having a digital strategy isn’t enough anymore as their efforts seem akin to blindly throwing darts at a board missing the target and not producing the desired results. This is my tuppence-worth observation. The imminent challenge is maintaining a price parity in online and asset-light models in comparison to offline store formats. Brands have carefully […]

Vogueistic Wearables, Louis Vuitton Series and London Design Festival!

I have been on a holiday. Cruising to the Nordics, Baltics all the way to Russia and finally culminating a fab holiday in Spain. Some more notes on my recent travels will be up soon on my blog as a photoblog because travel is to create memories.. not to be reduced to a text. This isn’t the end of the holiday season. Fyi.. NO E.F.F.I.N.G WAY! There is a lot more coming ..more exotic locations This also kind of explains why I haven’t been active on the blogging biosphere. Hopefully I will be able to churn out some interesting stuff in the coming months for my readers whilst still being able to find time to work and play! Technology today is not only enhancing experience both virtually and real-time but in many ways also bridging the divide between virtual and real almost becoming surreal. The gap is fast diminishing between the rhetoric and reality albeit still figuring out the notion of human touch. With a proliferation of internet connected devices, Wearables are getting there i.e. at the point of human touch via a technology format where the need is replacing the gimmick du jour. Today Wearables are not about contextualising fashion but are about reinventing the […]

Eco-Consciousness, Sustainability and Social Responsibility in the age of #CecilTheLion, #FlipOffFur & #BirkinBag

We are living in the age of contradiction. On one hand we abhor violence and on the other we continue to discriminate. On one hand, there is a growing sense of environmental responsibility and on the other we continue to ravage and exploit the planet in umpteen ways. There are a lot more pro-planet initiatives across the globe; Hand-made, sustainable fashion; Causes and hashtags on animal cruelty, fair trade, organic farming and sensitive subjects like child and cheap labour in the underprivileged third world countries. While we are also seeing massive amount of plastic, hazardous material and trash accumulating in our oceans; The carbon footprint is growing despite a gradual transition to the Green cause. The divergence in viewpoints on environmentalism is universal but the end result is proving to be quite contradictory. Karl Lagerfeld ‘haute fourrure’ or ‘couture fur’ runway show earlier this month at Fendi’s couture show in Paris is a testament to the fact!  The Chanel head designer (who also heads up Fendi and his own eponymous label) vehemently supports the fur industry justifying his supporting the growth of the trade in saving jobs of people engaged in it since he believes they cannot do any other job besides slaughtering! Then we have trail blazers like Jane Birkin, Hermès’ Birkin’s eponymous […]

Internet Vs. The Business of Fashion (Weeks); Holographic Models in future; Conspicuous Consumption Vs. Conspicuous Frugality; Real Woman -Patricia Arquette at the Oscars; Elie Saab rocks!

Huff ‘n’ puff literally I have so much to write that it’s impossible to capture the essence of it in one subject line! OK, one at a time I have been asked by lot of my blog readers as to why there are so many frequent fashion weeks across the four major contributing fashion capitals of the world i.e. New York, London, Milan and Paris? Well, there is never a dull moment in fashion but the fashion weeks across four major fashion capitals is actually a biannual affair. Twice in an year (February for Autumn/Winter and September for Spring/Summer) fashion weeks are organized to help define trends for the coming season and they take place much in advance to enable buyers and retailers stock up just in time for the season. So when you think you have the world’s best wardrobe and all the latest trends..and you are done with sourcing and eventually gathering(buying) your priced sartorial possessions – you are made to believe that it may not be “the end of the shopping frenzy or updating your wardrobe” after all! C’est la vie! The most recent fashion week this month just concluded in New York NYFW AW15, followed by […]