Cap­tur­ing the Essence of a Woman

Shoes & Accessories - - Contents -

Ini­tially started with a brand im­age of young and perky, over the years Bag­git has dif­fer­en­ti­ated it­self to re­tain the youth­ful strain and has also added a lot of style and de­sign to its of­fer­ings giv­ing it a wider au­di­ence ap­peal across gen­res. De­sign with func­tion­al­ity has al­ways been at the core of our col­lec­tions. To­day, it is one of the most pop­u­lar brands in the coun­try, and has roped in Bol­ly­wood fash­ion icon Shrad­dha Kapoor as its brand am­bas­sador. S&A in­ter­acted with the brand’s Founder, MD, Chief De­sign Cu­ra­tor Nina Lekhi re­cently. She in­forms us, “Our de­signs are our USP. Trendy de­signs, re­silience and strength along with high func­tion­al­ity de­fine our col­lec­tions. Every col­lec­tion caters to the fash­ion needs through an ar­ray of life­styles.”

How Bag­git has evolved over the years and how is it po­si­tioned to­day?

Bag­git is now a 3-decade old home­grown brand. We’ve al­ways kept in mind the re­quire­ments of our con­sumers along with a strong fash­ion quo­tient. De­sign with func­tion­al­ity has al­ways been at the core of our col­lec­tions. Ini­tially, Bag­git started with a brand im­age of young and perky, but over the years it has dif­fer­en­ti­ated it­self to re­tain the youth­ful strain and has also added a lot of style and de­sign to its of­fer­ings giv­ing it a wider au­di­ence ap­peal across gen­res. From trade shows to fash­ion weeks and now our first TV cam­paign, we are on an ex­cit­ing brand jour­ney that still has so many mile­stones to achieve. We are to­day one of the most pop­u­lar brands in the coun­try, and have, now, launched our first TV cam­paign that has pop­u­lar Bol­ly­wood fash­ion icon – Shrad­dha Kapoor as the brand am­bas­sador, and also takes on the is­sue of #mansplain­ing. Fash­ion, we be­lieve, can now be used to make a state­ment and we have cho­sen to take this con­ver­sa­tion ahead, en­cour­ag­ing our au­di­ence to #Pu­ti­ton­thetable and make a state­ment.

What el­e­ments best de­scribe the brand’s DNA? How is it en­sured that it is man­i­fested in every prod­uct or col­lec­tion?

We as a brand are ex­per­i­men­tally unique. By that I mean, we en­dorse in­di­vid­u­al­ity, bold ex­pres­sions, sim­ple yet chic styles and fore­mostly free­dom of ex­pres­sion. These are also re­cent so­cial is­sues that have sud­denly gar­nered ma­jor pub­lic­ity. But we’ve al­ways catered to these el­e­ments and have been whole­heart­edly show­cas­ing the same through our de­signs. Our de­signs are our USP. Trendy de­signs, re­silience and strength along with high func­tion­al­ity de­fine our col­lec­tions. Every col­lec­tion caters to the fash­ion needs through an ar­ray of life­styles. And we are proud that we have suc­cess­fully cap­tured the essence of what a woman wants in a prod­uct to be able to present her per­son­al­ity through it.

Give us an over­view of the brand’s prod­uct port­fo­lio. What new di­ver­si­fi­ca­tion can we ex­pect in the near fu­ture?

We’ve con­sis­tently ex­per­i­mented with de­signs that suit ev­ery­one’s taste. From chic and youth­ful to pro­fes­sional and crisp, we’ve suc­cess­fully man­aged to man­u­fac­ture ac­ces­sories that cover all pro­fes­sions, palate and more im­por­tantly to be the pri­mary an­swer to our val­ued con­sumers out there. Hav­ing said that, we are work­ing on reach­ing out to a wider au­di­ence through newer av­enues and keep adding to our cus­tomer base. A new col­lec­tion is launched every month to keep

the de­signs fresh and trendy. We’ve em­pha­sized more on cam­paigns that are close to our hearts and also de­fine women and their stand and sought to reach out to the teenage age group as they de­fine fash­ion trends. We started with women’s hand­bags and have added so many more prod­uct vari­ants to our port­fo­lio un­der the same and also now house a ro­bust men’s col­lec­tion, wal­lets, belts, caps, multi-pock­ets like ipad, lap­top and mo­bile cov­ers and util­ity kits.

What re­tail and pro­mo­tional strat­egy has the brand adopted to con­sol­i­date its po­si­tion as well as to in­crease its foot­print?

I still go on to the shop floor and in­ter­acts with the cus­tomers, play­ing the part to sell a bag and that helps me have feet on the ground and a fin­ger on the pulse of the au­di­ence. Apart from all the in­for­ma­tion and re­search that dif­fer­ent medi­ums and agen­cies pro­vide us, I and the se­nior man­age­ment team al­ways give a lot of im­por­tance to the re­quire­ments of our cus­tomers. This has helped re­fine our de­sign process. We also put equal em­pha­sis on phys­i­cal and on­line re­tail. Since on­line re­tail is huge in to­day’s busi­ness prospects, we’ve data ex­tracted by a team of ex­perts that help us in track­ing cru­cial sta­tis­tics. Other than that we keep a keen eye on dis­count and sale sys­tem in the mar­ket, sea­son to sea­son. Even though we don’t al­ways give heavy dis­counts due to pol­icy to main­tain the premium as­pect, we do keep rea­son­able prices to widen our con­sumer ra­tio. We have come up with cam­paigns in the past like #Playthe­lifegame and our re­cent one #Pu­ti­ton­thetable with key mes­sages that have re­sounded well with our cus­tomers.

As far as mea­sures are con­cerned, we have cre­ated a strong foothold in the In­dian mar­ket and on a timely ba­sis amp up our in-house mar­ket­ing and strate­gies. Per say, we’ve chalked down a 2-year ex­pan­sion plan on the mar­ket­ing front and we’re re­li­giously com­ing up with newer ideas. Apart from that, we add a per­sonal touch for our con­sumers to make them feel val­ued. For ex­am­ple, the ad­di­tion of loy­alty points, as a re­ward for all our loyal con­sumers, will be launched in this quar­ter. We en­sure a gen­uine bond be­tween our brand and our cus­tomer and we make sure our cus­tomers feel val­ued and ap­pre­ci­ated.

Who is an ideal Bag­git cus­tomer and where are they mainly con­cen­trated?

Bag­git has al­ways strived to garner the at­ten­tion of every po­ten­tial cus­tomer out there, be it a work­ing woman, col­lege go­ing teen or a home­maker. The younger lot is more tuned to the lat­est trends and plays a vi­tal role in the chang­ing fash­ion sce­nario every now and then. So we pay close at­ten­tion to their needs but as said ear­lier, we’ve never made prod­ucts to suit a par­tic­u­lar lot of peo­ple. It fits ev­ery­where, aes­thet­i­cally. We have show­cased our prod­ucts across all metro cities in In­dia and are plan­ning to take over tier 2 and tier 3 cities since we want to reach out to as many peo­ple as pos­si­ble and give them a good taste of premium brand at rea­son­able prices.

In what new re­gions of the In­dian mar­ket can we ex­pect more of the brand’s pres­ence?

Bag­git is present at al­most 1000 doors - Ex­clu­sive Busi­ness Out­lets, Large for­mat stores and Trade Out­lets put to­gether. We are look­ing at an in­creased pen­e­tra­tion in the Tier II and Tier III mar­kets and also on on­line plat­forms, with omni chan­nel be­ing the fo­cus.

What are some of the chal­lenges you en­counter in the In­dian mar­ket?

The In­dian mar­ket is huge. We’ve not only come across brands that sell ex­tremely cheap prod­ucts but also the ones that give away heavy dis­counts caus­ing heavy com­pe­ti­tion.

With so many cam­paigns, ad­vanced tech gu­rus as­so­ci­at­ing with brands and vast mar­ket­ing gim­micks, Bag­git has held the cus­tomer’s at­ten­tion with au­then­tic de­signs and gen­uine prod­ucts. While other brands are grow­ing ex­ten­sively, so is Bag­git. We have and are con­sis­tently com­ing up ideas to in­crease reach, spread aware­ness and pro­vide con­sumers with stand­out premium prod­ucts with var­ied ranges.we re­cently launched a mean­ing­ful cam­paign #Pu­ti­ton­thetable, fo­cus­ing on gender equal­ity and self ex­pres­sion.

What mea­sures would you like to see in place to en­sure brands like yours can thrive?

Over the years, we have seen a lot of changes in the mar­ket and have de­vel­oped our own pro­cesses to spot pos­si­ble trends and game chang­ers and ride the trend or wade a cri­sis. The raw ma­te­rial costs are go­ing up year on year along with the real es­tate costs. We try to work with the con­cerned au­thor­i­ties and part­ners to bring the costs down, wher­ever pos­si­ble and give space to all the play­ers to grow and try con­vert­ing un­or­ga­nized mar­ket to or­ga­nized mar­ket.

How much growth do you ex­pect in the seg­ment dur­ing the next five years and where do you see Bag­git in it?

Re­tail In­dus­try will con­trib­ute largely in the na­tion’s GDP in the com­ing years. With the in­volve­ment of tech­nol­ogy, es­pe­cially the in­tro­duc­tion of AI, the in­dus­try will grow man­i­fold. The in­dus­try is go­ing to cross lev­els of ex­cel­lence and smart in­no­va­tion and we’ll have to keep up with it. In the com­ing years, we are plan­ning to ex­pand vig­or­ously on the on­line front. Dig­i­tal plat­forms are es­sen­tial for a busi­ness’ growth and we are de­vis­ing a plan to merge phys­i­cal and dig­i­tal re­tail per­fectly and in ac­cor­dance.

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