The fashion industry’s mega event, Great India Retail Summit 2024, has just concluded. Speaking at the event Indian fashion designer, Neeta Lulla, said, “Innovation in the luxury space will be happening in terms of experience in the future. Luxury designers can do this by creating warmth through the ambiance, through the kind of communication they put through,”
Neeta Lulla is renowned for using her unique thoughts to leave a lasting impression on her clients.
She went on to describe her path, saying, “When I first started my profession in 1984, I worked in two verticals: one was designing for mainstream clients, and the other was for movies. With two verticals moving at the same time, I set out to figure out how I could make an outfit that speaks about a luxurious look for my customers without resorting to the grandeur, spectacle, or magnanimity of the big screen.”
“We come from a country where our culture and heritage are deeply rooted in our systems,” she remarked in response to a question about how challenging it is for luxury merchants to incorporate Indian culture into their clothing while adhering to international standards. It is crucial that your customers understand and connect with this when they visit your store in order to create this. Therefore, it is crucial to create a store that reflects your mindset. My approach involved drawing inspiration from the Edwardian period for my looks, as well as combining the audacity of the Renaissance with Indian textiles and designs to produce a hybrid look. So, whether it was an Indian or a Western dress, it had the brilliant colors and romance of the Edwardian era, and at its core, it was Indian. I translated this into my stores. And this has the effect of making my brand resonate. This not only helps the customer comprehend what the designer is attempting to represent, but it also gives the brand a distinctive, worldwide influence.”
Aside from this, she claimed, premium designers have always incorporated sustainability into their collections.
“After COVID, we’ve seen that many people who purchase premium goods are younger than 40. Given that India is the youngest country, you’ll notice that many of its young people are purchasing upscale items. Regardless of whether it’s an Indian or global brand. The difference is that we are growing more responsible and receptive to finding solutions to these difficulties now that the world is getting smaller and we are aware of all the problems we face. Even the younger consumer is curious about the fabric’s history and the design house’s usage of ethical and environmental techniques. As a result, it is imperative that brands adopt actions that are moral, environmentally friendly, and impactful.”
Regarding the use of technology by luxury merchants, she stated that while augmented reality, magic mirrors, and the like are fantastic for customers purchasing bags, glasses, T-shirts, or shirts, people still like to touch and feel pricey products, and our system reflects this preference.
That being said, there is a convergence of online and offline retail lines. Customers still visit the store to purchase goods, but before they do, they would like to speak with a salesperson. In my opinion, this is a luxury since, even if they decide not to purchase, they will still know that the brand provided them with a positive experience “, she said.
