Apparel September 2019 Apparel September 2019 issue | Page 35

CMAI IVY LEAGUE
LEARNING FROM THE GREATS
Mr Manish Bhatt explained that each
clothing Manufacturer or Brand owner
is well-versed in their respective
fields. They know how to conduct
business and that is precisely why
they have registered huge turnovers
year after year. However, creating a
Brand voice that stands the test of time is only
possible through a series of right actions. Brand
communication, visibility-building, and ground-
level sales and marketing go hand in hand. Just
selling a product in every market is not enough;
it can lend Brands growth but not the acumen to
withstand tougher competitions in the future. Mr
Bhatt justified these hypotheses with evidences
from his career. He cited examples from Brands
such as Coca-Cola and Cadbury as proof of
successful Brand-building. He also brought
forward case studies of Apparel Brands such as
Rupa, Spykar, and Vimal to explain how research
and just a little effort can solve the biggest of
marketing problems and win the Brand its share
of loyalty and value. “Every big and small Brand
is great in its own way,” he said, adding that
sharpening the Brand’s noteworthy areas will help
them to register higher profits.
To exist on the same shelf or kiosk as premium
Brands, Domestic Brands need extra oomph.
This is where advertising and right Branding
practices come into play. “Earlier, we needed
clothes only to cover our body. They were more
of a necessity. Why, then, have we added style,
trends, cuts, and frills to what we wear?” asked
Mr Bhatt. He further explained that every aspect
that redefines clothing sensibilities has to do
with intangible emotions, and Brands today,
with their product offering, are aiming to touch
that emotional chord with the consumer. So to
accelerate their presence and prominence, Brand
owners must hire an expert who would help them
‘sell emotions emotionally’.
HIGHLIGHTING THE
IMPORTANCE OF BRANDING
From creating uniformity with a logo
and choosing pocket-friendly mediums
of advertising such as social media,
to finding the problem for which the
Brand needs a Branding overhaul, Mr
Bhatt explained how every Brand holds
the potential to gain exceptional reach in this era
of modern trade. The spirit of Independent India
was also well-captured through his presentation.
Moved by his ‘Respect the National Anthem’
campaign, Members stood up in unison and
respect just when the National Anthem played
on screen. Applauds and knowing sighs all
throughout his presentation confirmed that
Members identified with his stories and citations;
and we are sure to find them applying some of his
advice to their own Brands through remarkable
ideas and campaigns in the time to come.
As the day progressed, Mr Bhatt was given
a small memento and bouquet as a token of
appreciation. Mr Sanjay Vakharia then summed up
the session with his own experiences as a Brand
owner in the modern retail space. He mentioned
how every Brand owner is doing their bit to help
their Brand reach newer highs.
Every Brand has its own unique identity, logo,
baseline, and packaging. However, what Brands
need to adopt is ‘smarter ways to create a
stronger platform for business today’. He added
that the sooner Brands begin work on building
their today with stronger pillars, the easier it will
be for them to sustain themselves in the future,
while also coming up with various expansion and
diversification plans.
The 22nd IVY League event, hence, rightly
illustrated how embracing the right Branding
strategies and techniques can go a long way.
Queries and questions poured in even after the
session was concluded. The rest was answered
over dinner to finally call it a day!
APPAREL
I
September 2019
I
29