7 days ago
- Business
- Fashion Value Chain
Power of Community-Driven Approaches in Indian Fashion
Avantika Kejale, Fashion Management Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India.
Dr Vidhu Sekhar P, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India.
The Indian fashion industry too faces the economic uncertainty due to changing consumer behaviors, and increasing competition. To stay ahead, brands focus on building genuine communities that foster loyalty and advocacy. By adopting community-driven approaches, Indian fashion brands can create lasting relationships with customers. The Indian fashion market is influenced by factors like fluctuating consumer confidence, rising costs, and shifting spending habits. As per a report by McKinsey & Company, Indian consumers are becoming more discerning, seeking brands that align with their values and offer personalized experiences.
Building Communities for Indian Fashion brands have many advantages. Indian consumers are looking for brands that align with their values and beliefs. Brands that promote sustainability, inclusivity, and social responsibility are more likely to resonate with Indian consumers. They seek emotional connections with brands that go beyond just products. Brands that create memorable experiences and engage with their customers on a personal level can build strong loyalty. Indian fashion brands need to understand the cultural nuances and preferences of their target audience. By incorporating local elements and themes, brands can create a sense of belonging among their customers.
Few leading Indian brands have successfully built communities. Fab-India has created a community of customers who share similar values by promoting sustainable and eco-friendly practices. Their focus on traditional Indian crafts and textiles has also helped them build a loyal customer base. Manyavar, the ethnic wear brand has built a strong community around its brand by promoting cultural heritage and traditional values. Their festive collections and social media campaigns have helped them engage with customers and create a sense of belonging. Sabyasachi, the luxury Indian fashion brand has created a community of customers who appreciate high-end craftsmanship and attention to detail. Their bespoke designs and personalized experiences have helped them build a loyal customer base.
Tata Cliq through their e-commerce platform has created a community of fashion enthusiasts through its 'Cliq Insider' program, offering exclusive benefits and early access to new products. W for Woman fashion brand has built a community around body positivity and self-love, promoting inclusivity and diversity in its marketing campaigns.
There are different approaches followed by brands to build communities. Brands create communities around activities like yoga, fitness, or cultural events. Through yoga, brands partner with influencers and fitness enthusiasts to create a community around wellness and mindfulness. They Build communities around charismatic founders or brand ambassadors. Fashion brands make personal connection with the stories of founders and on their values, creating a personal connection with customers. Brands create communities around shared values like sustainability, inclusivity, or social responsibility. Sustainable fashion brands engage with customers who share similar values and promote eco-friendly practices.
Building genuine communities is crucial for Indian fashion brands to stay ahead in the market. With consumers increasingly seeking connections centered around camaraderie and purpose, brands must shift from mere marketing buzzwords to meaningful relationships.
