Designed to last long... Beyond the first generation!

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Christian Dior, Versace, Giorgio Armani, Hugo Boss, Pal Zileri – these are the bon ton brands that have emerged from the Meccas of fashion industry – Italy & France, and this we all know. But what most of us haven’t known for long is the strategic and long term planning done by these designer brands which Indian brands lack. In simpler terms – these global brands have from the very start grown under the umbrella of a ‘professional group’ with deft vision and aggressive expansion plans, much of what has resulted into them becoming legendary names. Affirms Manuela Miola, Director Marketing, Pal Zileri, “Good designers are the intellectual property of a fashion house. But only on the basis of them, you can’t create a global market. It requires a professionally managed team who could handle everything – starting from the logistic to the front end global operations.”

No wonder these designers have created big organised fashion houses, which live on, even ages after the person who created them perished. Now consider the Rs.2 billion Indian designer industry (as per Ernst & Young’s 2006 estimate), there is no denying that Indian designers like Satya Paul , Rina Dhaka, Manish Malhotra, Raghavendra Rathore & Rohit Bal are creating waves globally, but question arises – what after they cease to exist? Would their brands live on? Well, the answer for now sadly is – a big “NO”! “I think we lack funds as compared to global designers,” is what Manish Malhotra gives as a reason. Sure enough, but lack of professional management beyond the first generation ensures that the brand dies with the founder. The need of the hour is therefore to rope in professional management, who can handle financial and logistic-related issues, something which Satya Paul is currently doing by roping in Genesis Colors Pvt. Ltd., a professional management group.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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