Digital Marketing in the Indian Luxury Segment

With the rise of social media, incredible avenues have opened. With the presence of the internet in India people are becoming more and more aware of the best of the best in the luxury market especially from abroad.

 Italian and French accessories and clothing are all the rage in Bollywood award shows and parties.

Luxury brands have realised that despite serving the creme da le creme of society they are lagging in profits because other luxury brands are taking centre stage in the worldwide digital landscape. 

Now competition is fierce and luxury brands can no longer just rely on producing quality items and be lazy with their marketing. 

From Chanel to Versace to Prada, all have started presenting their creations on Instagram channels, LinkedIn and exclusive websites.

They are slowly waking up to the reality that customers especially Indian customers are not always going to come running to their stores online and offline unless they see the promotion and advertisement first (even if it's just in the form of reels) from that particular company. 

Now we have Chanel's website beautifully illustrating the history of the brand from the early 20th century to its development to the international elite that it is today. A history lesson it sure is but aside from Gen Z kids it also brings in audience and readers of all ages and demographics...

Also with the rise of the internet, it's becoming difficult to foresee or predict which strata of society and consumers can afford to pay and own these exclusive commodities ...

The luxury brands realise they need to strike when the iron is hot. Now is the time to adapt their strategies according to the nature, age and demographic of the eager Indian customer.

The rise of the MTV generation where the youth of India went from being only exposed to 1 domestic channel called Doordarshan to the luxurious fashion and lavish lifestyle of international megastars like Michael Jackson and Madonna and their elitist preferences suddenly started shaping a whole new generation of teens and youth of urban independent India.

In 1991 India undertook a series of structural economic reforms and the Indian government opened borders for international trade and investment. Thus debt-ridden and surrounded by a bevvy of problems, India finally opened up its borders for foreign investment encouraging the entry of multinational companies. They paid the Indian youth whatever they asked for thus encouraging them to participate in the Luxury trade-off happening worldwide.

Armed with the knowledge of luxury from their various travels abroad, Fashion TV in their homes and the ability to afford these premium items because of their heavy pockets created and is still creating a revolution of sorts in India...silent but all-consuming.

Like their American counterparts, the upper middle class of India was and is no longer ashamed of conspicuous consumption. The middle class too is climbing up the social ladder in India eagerly. 

In 2003 and 2004 mid-budget fashion brands such as Gap, Mango and Levi's put their roots in the Indian soil and saw great success right away.

These ladder brands slowly made way for higher brands such as Dior, Burberry and Canali thus aiding the growth of India's luxury industry. 

India has stepped up its game as far as fashion display or show of its garments and accessories is concerned with only one fashion week taking place 20 years ago in 2003 called the Lakme Fashion Week from July 18th to 24th. There were 58 leading fashion designers and 15000 retailers from international and domestic retailers buying houses and media.

 

However, the number was too low to be taken notice of and be featured in the international fashion Market consisting of countries like Italy France, the UK and the USA.

Fast forward to 2024, we have at least 10 different fashion shows taking place now.

As much as Indians are slowly becoming aware of Western Luxury Brands taking hold in India the Western Luxury Market is also becoming aware of what Luxury means in India and what kind of marketing strategy they need to adopt. A cross-cultural immersion and influence is happening here where both parties are the teachers and the students.

However classic the luxury brand is, it still needs top-notch marketing to penetrate any country's market and India is no exception.

Western luxury brands are slowly starting to recognise India's rich luxurious history and heritage.

For ex- veteran Indian designers such as Ritu Kumar and Abu Jani Sandeep Khosla have been very successful in incorporating native craftsmanship traditions. 

India is slowly emerging as a maverick in fashion even though it's not as experimental and avant-garde as New York or London Fashion Week. The reputation and image of India having only a traditional and historic fashion style is changing. 

It's becoming a pioneer in changing people's thinking (especially Western perceptions) slowly and gradually. 

The sari is evolving to remain the hallmark of Indian identity. Indian designers such as Sabyasachi are developing contemporary designs and silhouettes which are still inspired by traditional motifs, tribal prints and age-old techniques. 

These efforts and creations are not going unnoticed by the Western fashion market 

For example, the Victoria and Albert Museum in London has put up a saree silhouette as part of its permanent collection

Also for example -

"India’s fashion industry has officially joined the 175th-anniversary celebration of London’s luxury departmental store Harrods, with a special showcase of a fashion edit by couturier Manish Malhotra." 

As the first Indian fashion designer to have teamed up with Harrods, Manish has crafted a line of limited-edition garments that fuse India’s design grammar with the Western style vocabulary. 

Another example is the Nehru jacket. Worn by Jawahar Lal Nehru, India's first prime minister this single-breasted hip-length suit shot to fame in the 1960s after it appeared in Vogue magazine.

With regards to Indian luxurious jewellery, its place in the international arena is not so far behind. Indian jewellery is still made using traditional crafts.. designs can be futuristic or contemporary but still represent Indian roots and aesthetics.

Wearing jewellery, whether it's gold for women or diamonds for upper-class traders and businessmen, is more of an everyday lifestyle thing rather than something occasional for Indians.