Organic 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 […]

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 […]

#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 […]