Brand Watch | Poem Bags

Poem Bags El­e­gance is an At­ti­tude

Shoes & Accessories - - Contents -

Tell us a bit about your brand, its area of op­er­a­tions and your jour­ney so far. How did it orig­i­nate. POEM was born in the year 2009 with a vi­sion of re­defin­ing cou­ture in the world of ac­ces­sories. Through our de­signs, we wish to con­tribute to the ef­fer­ves­cent vigor in the world of fash­ion. Our ex­pe­ri­ence in the in­dus­try for over 20years gives us a deeper un­der­stand­ing of the cus­tomer de­mands help­ing us keep in toe with the pro­fes­sional stan­dards which in turn de­liver be­spoke crafts­man­ship. How does your brand dif­fer­en­ti­ate from its com­pe­ti­tion? We just don’t go and fol­low trends, we make things that make us and our clients happy. Hence the things we make have a util­i­tar­ian func­tion to them.

What is your prod­uct strat­egy?

We de­sign things which are very util­i­tar­ian and serves a pur­pose.we have po­si­tioned our brandin the minds of con­sumers to be “func­tional qual­ity’. To­tal ded­i­ca­tion, top qual­ity ma­te­ri­als and a clever mix of tex­tures and styles are the key­stones of POEM and re­flected in all our col­lec­tions. Tak­ing its own unique creative con­cept as the base,poem bags are for ur­ban, el­e­gant and con­tem­po­rary cus­tomers. Cus­tomers that are not only look­ing for the very lat­est trends, but are also loyal to our la­bel and share our pride in its val­ues. Mas­simo Dutti value: - Qual­ity - De­sir­abil­ity - Func­tional - El­e­gant - Fash­ion­able.

Who is your tar­get au­di­ence?

We have dif­fer­en­ti­ated our au­di­ence in two kinds. One who are look­ing for good prod­ucts and the other would be those who have bought lux­ury brand bags and have de­vel­oped a taste for good art. We do not sell just bags to our cus­tomers. Our bags are for any­one who has a good taste for art and an eye for aes­thet­ics.

Whats your Em­pha­sis been upon - crafts­man­ship or in­no­va­tion?

Every col­lec­tion has it’s own in­spi­ra­tion and in­tegrity and to cre­ate this col­lec­tion our fo­cus is to­wards crafts­man­ship and in­no­va­tion equally.

Your brand launches - Range & stan­dard pric­ing

Our range starts from 5000 and goes upto 15000.

What is the scope of growth for In­dian Footwear de­sign­ers?

Footwear is an im­por­tant part of fash­ion. They say clothes make a man, but one must re­mem­ber that cloth­ing is in­com­plete with­out proper footwear. Com­pa­nies from dif­fer­ent part of the globe are open­ing their ven­tures in In­dia al­ready. The growth of In­dian footwear de­sign­ers has in­creased grad­u­ally.

What’s your Over­view of the ac­ces­sories In­dus­try from Raw ma­te­rial to fin­ished Prod­ucts?

The In­dian cloth­ing and fash­ion ac­ces­sory mar­ket has grown man­i­fold over the past few years and is swarm­ing with a vast range and va­ri­ety of prod­ucts it of­fers in ap­parel ac­ces­sories, like stoles, scarves, etc., as well as hard ac­ces­sories like bags, wal­lets, fash­ion jew­ellery, time wear and eye­wear. Bags and purses con­sti­tute an im­por­tant cat­e­gory of the fash­ion ac­ces­sories in­dus­try. In­dia is among the top eight coun­tries man­u­fac­tur­ing and ex­port­ing bags and purses. Ex­po­sure to in­ter­na­tional mar­kets through par­tic­i­pa­tion in trade fairs, etc. has helped In­dian man­u­fac­tur­ers to catch up and keep abreast with in­ter­na­tional fash­ion trends. Lib­eral im­port poli­cies of the In­dian gov­ern­ment, have fa­cil­i­tated ready ac­cess to lat­est tech­nol­ogy and ma­te­ri­als avail­able in­ter­na­tion­ally.

Brand Strat­egy and In­ter­na­tional re­tail ap­proach

Build­ing a global brand re­quires more than just launch­ing a web site that’s ac­ces­si­ble from al­most any­where in the world. There are many more fac­tors to it like Un­der­stand­ing

a cus­tomer’s be­hav­ior and po­si­tion­ing your­self as a brand prop­erly. Just be­cause con­sumers have cer­tain buy­ing pref­er­ences or habits in one cul­ture, doesn’t mean that such pref­er­ences are uni­ver­sal. “It’s as­ton­ish­ing how many re­tail­ers haven’t made it be­cause they haven’t stud­ied how con­sumers shop.

Thought and tar­get cus­tomer Thoughts on Re­tail­ing at pop up shows? How about ex­pand­ing re­tail out­lets ?

The pop-up store has be­come a go-to mar­ket­ing strat­egy for re­tail­ers look­ing to ex­tend the brand and in­tro­duce new prod­ucts. We would love to re­tail and ex­pe­ri­ence at pop up shows. Re­tail out­lets ilo­ca­tion is ar­guably the most sig­nif­i­cant fac­tor to con­sider when build­ing a pop-up shop. With very lit­tle time in the spot­light, pop-ups must be lo­cated in an area that will at­tract the right at­ten­tion from tar­geted shop­pers. By col­lect­ing and an­a­lyz­ing shop­per data from on­line pur­chases. While it is crit­i­cal to se­lect a prop­erly vet­ted model that fits the ex­pan­sion strat­egy, many brands change the model over time to adapt to new cir­cum­stances.

Up­com­ing col­lec­tions for the next few months

We are cur­rently work­ing on small leather col­lec­tion. We are very soon com­ing up with cool go to ac­ces­sories for both men and women.

Ex­pan­sion plans of the brand

The long term strat­egy is to ex­pand rapidly and to keep on in­creas­ing the pres­ence in met­ros, Tier I cities and some Tier II cities. We are also look­ing into a few de­signer col­lab­o­ra­tions. We feel col­lab­o­ra­tions are a way wherein two creative peo­ple come to­gether to cre­ate some­thing fresh and new.

What’s the next bil­lion dol­lar move from you?

We’re plan­ning to ex­plore the in­ter­na­tional mar­ket and col­lab­o­rate with some multi de­signer stores and de­sign­ers in Europe and other parts of the world.

SO­NIA SEKHRI

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