Legends 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 – Re-branded!

Iconic Hollywood costume designer Edith Head once stated: “You can have anything you want in life if you dress for it.”  Jazz legend Miles Davis said “Sometimes you have to play a long time to be able to play like yourself”  Hi! I’m Amit Anand, editor of this blog and I love reiterating statements and expressions that are so stimulating to the mind and senses, especially as they are rooted in my real life experiences. Experiences, that led me to redefine my objectives – raison d’etre of creating Vogueistic The obvious context here through these statements is the fact that this blog is now completely rebranding itself as an expression of individuality and authenticity sans all imitation, repetition via external influences like PR firms who invariably push celebrity-driven trends on everything we consume – content and products that no longer stimulate my interest. Over the last few years as a blogger, I have changed and so have my interests – that have become more varied now. When I started Dreaming of Gucci, my first blog, my interest was largely fashion and luxury. I still love fashion and luxury but my interests now include a much broader spectrum that covers topics on how that fashion and […]

#WomanPower – Learning from International Women’s Day; Leslee Udwin’s BBC documentary – India’s Daughter; UN’s Official Theme

In an extremely hypocritical world, we live in, a single day in a year cannot undo the many prejudices that women struggle to cope with around the world! On one hand, there is massive progression on women’s rights and on the other, parts of the world continue to grapple with women’s right to equality and freedom! Case in point – When it comes to celebrating women’s day, nothing can be more discouraging to see one country propagating women’s right and the other restricting it by deliberating on conservative attitudes towards women! I believe it’s time to focus on women’s issues as a whole rather than focus on the bad in one country or one part of the world. Clearly, the issue of sexual violence against women spans countries and continents. BBC’s documentary ‘India’s Daughter’ addresses this very clear divide between progression Vs. the misogynistic mindsets more like the good Vs. evil! Well, I’m not a feminist and I don’t have any agenda in writing about International Women’s Day.. but as a son to a Mother who has taught me to be respectful and grounded, brother to two most adorable sisters and an uncle to a niece, friend and colleague to incredible […]