Evolution of Fashion
The fashion industry worldwide is one of the most glamorous, having its reach from New York to London to Paris and Tokyo. All over the globe the latest trends travel so fast that designers are busy making forecasts for each and every season and occasion they can think of. The economic potential is so huge that designers and apparel houses worldwide are trying to streamline their operations to reach the maximum consumers with the latest products at the best possible prices. But of course, to satisfy everyone’s tastes is just not possible. In order to reach the right audience, apparel houses have created different brands for different segments. Brands like GAP, Tommy Hilfeger, DKNY, Calvin Klein and Levis have been associated with the youth and hence usually offer casualwear. Others like Chanel, Gucci, Armani are for the elite and upper classes thus positioning themselves accordingly. Apart from the international brands, there are also regional brands like Mango in Spain, Ikea in Hong Kong, Miu Miu in Japan. Even in India there are major players like Weekender, Tamarind, Peter England, Pantaloons and a host of others.
Hence the development towards a brand seems to be coming out quite strong. It’s not just related with the product but with the lifestyle of a particular group or segment of society The consumer can usually associate themselves within a certain group or identity. Take for instance, someone who wears GAP is usually a teenager and young adult who holds a very rebellious outlook to life. This particular group dress and behave in a more or less similar fashion and their tastes in clothing are met by the brand - GAP. That way, manufacturers too have their share of benefits. They can communicate their message very strongly to the target customer and they can stand by their commitment whether it is of design, quality or price. They can also develop a loyal group who usually preach the message and create more followers.
In Nepal the concept of brands is still in it’s infancy especially in relation to clothing. What can be said of the Nepalese youths is that they are a fashionable lot and blend into the latest trends very quickly. However, they are more conscious with the style of the product but never bother whether it is genuine or an imitation. Another factor consumers here are more keen on is whether the product is imported or made locally. They are willing to pay the extra rupee as long as it is imported, without keeping in mind the quality. If it is made in Nepal then it has to be done so in a boutique where prices are exorbitant.
Keeping in view the whims of the Nepali fashion-conscious Isotope are upcoming boutique has in store with a range of products to meet the requirements of the Nepalese market. Generally targeting the young brigade the items are produced after extensive research in terms of size, design, season and price of the local people, claims Geeta Shah, the proprietor of the boutique. And adds that the designs are in line with the latest casual-wear trends and looking at the individuality of each person, each style is produced in very small numbers. Isotope, which actually is a scientific term for an element that exists in it’s super natural form, is according to Shah be associated with the out-of-the-box designs of the brand. Which is committed in its quality so that first-time buyers become loyal customers.
Shah also reveals that the prices of shirts and tops available in Isotope range between Rs 300.00 and 450.00 while pants vary from Rs 475.00 to Rs 675.00. Similarly, says Shah are priced between Rs 550.00 and 800.00. She also claims that compared to the market, the prices are very reasonable and this is because, claims Shah, most of the benefits of the cost cutting are passed on to the consumers.
Revealing the boutique’s future strategy, Shah explains that Isotope plans to appoint ‘brand ambassadors’ who will be promoting Isotope while they are at campus and also become coordinators during various shows and events like fashion parades, road shows, ‘design your own stuff’ contests, anti drug campaigns and so on moreover, realising that it caters to primarily the privileged youths, Isotope, in order to reach out to the deprived youth, will be introducing different schemes informs Shah.
One of the immediate activities in this line will be to mend donated old clothes at the boutique’s production facility and hand them over to NGO’s for distribution among the poor, she explains.
