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Marketing & Branding |

Retail professionals

 
Industry : Textile Functional Area : Innovation
Activity:  9 comments  155 views  last activity : 05 23 2011 12:36:21 +0000
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How can you create an apparel brand that commands premium price and gains the consumer’s high pride of ownership so she/he returns to it and influences others in society? Visual art is the only tool that changes the character of fabrics. It embellishes the shopper’s mind with bigger than life images to create the lifestyle trend. Anybody in the world can do apparel business with 5 elements, fabrics, limited texture, color, cut and fit. But unless fabrics are transformed into the imagination metaphor, it’s not a fashion brand. Most Indian apparel brands suffer from missing out on this visual art effect.


Genesis of dressing style

Fashion as we know it today originated from European monarchy’s obsession with visual art. Royalty patronized art and desired differentiation from their subjects. France’s 18th century Queen Marie Antoinette wore strikingly different dresses with daily advice from designer Rose Bertin, known as Minister of Fashion.

The Queen’s radical, often disturbing fashion gave her visible force and autonomy
outside tradition.

Her provocative "robe a la polonaise" had a bosom-enhancing bodice, billowy, ankle-baring skirts, a 3-foot powdered hair "pouf" decked with plumes and veils. Even when she rode to her death by guillotine, Marie Antoinette wore a brand-new white chemise she had secretly saved, a white fichu around her shoulders, and a pleated white cap to dazzle the thousands of citizens who watched in stunned silence.

Her exquisite sense of visual art made her apparel sophisticated and visually differentiated from the masses and this left a grand memoir of fashion.

You can read the complete article here - http://goo.gl/XrvOR

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Chitra

 
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9 comments on "Visual art transforms fabrics to fashion"
  Commented by  Rathin Deb, Freelance Retail Consultant    | 05 23 2011 12:36:21 +0000
Chitra it is basically perception that makes a brand. In India take for example Benetton is a brand where the customers are satisfied and repurchasing. Take the example of Monte Carlo it is an ego satisfaction. similarly Louis Phillipe as a Brand has regular buyers similarly Peter England also has regular buyer. A high value brand in India will not be able to become a mass brand, which is actually true in case of Europe and USA etc. 
  Commented by  Mohammad Bakhsh, Project Leader/Managing Consultant, Freelancer    | 05 21 2011 11:48:14 +0000
Thanks,Virag for referral.I firmly believe that 'dress sense' is the 'resultant couple' of visual art.A good one by Ms Chitra on fashion and its genesis.
  Commented by  rakeshbhatnagar, GM Projects., wig brothers india pvt.ltd.    | 05 21 2011 06:42:35 +0000
NICE FAISHON IS AN ART TO EXIBIT THE PERSONALITY IN AN ATTRACTIVE MANNER.NO DOUBT IT'S AN ART AND MUST BE GIVEN DUE RESPECT.
  Commented by  Capt. V.S. Kartik, CEO/MD    | 05 21 2011 05:38:43 +0000
Visual art adds to appeal and gives a feeling of customization to individual tastes. Fully agree with this very well worded disposition.
Thank You Chitra.
  Commented by  S. Muralidharan, Head, Project Planning/Strategy, Knowledge Foundation    | 05 20 2011 16:09:47 +0000
Yes Chitra, you are absolutely right in saying so. Visual Art certainly embellishes the shopper's mind with bigger than life images.  However, the basic ingredients to make up this apparel should also be of fine quality, otherwise, creating lasting impression would be far from imagination! 
  Commented by  SHRIKANT MANOHAR DANKE, Consultant, Project Management Consultancy Firm    | 05 20 2011 15:44:12 +0000
Thanks for this handful information, Chitra. & thanks for referral. 
  Commented by  ketan natubhai vakil, M.D., Aatham Polyester.    | 05 20 2011 13:55:12 +0000
What to comment !The article is written so wisely with the sense of super Human and  this visual art increasing self confidence by the way of paying some bucks only.It is like that when a man wear a short sleeve it increases his energy level by just wearing only!
It is wisely said that a King should look like as King and this is nothing but an Visual art transforms of fashion!      
  Commented by  Virag Shah, Office coordinator, Prince pharma pvt. ltd.    | 05 20 2011 13:15:58 +0000
Yes, Ms. Chitra All apparel ,garment brand must be require visual otherwise, it can not give much effect and brand will fail. So, in Apparel industry Visual art is very important tool.

Even whenever we are going to buy our apparel-cloth, normally we are try that cloth ourselves and analyse  in mirror that how we are look? So it all about imagination , we are image ourselves that how we look. Each n every place we are observe visual art of apparel man/woman and feel our look.

Even in mall, showrrom, outside hoarding etc. analyse visual art. Today's fashion industry is changing day by day and became more fashionable.

Thanks Chitra as usual you drop article, it is really good and as you have mentioned history or born of fashion...thanks for referal..
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:-) Thanks Rathin, Virag and Sairam
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