I work for a marketing consultancy & we come across different brands, recently I was working for an apparel brand. For that brand we had to look at the competition scenario.
We study different brands in the market & we look at different things like:
- What they communicate?
- Which sub-brands they have?
- What are their future plans?
- Which positioning they have taken? and many other things.
In that I came across brands which are Indian but perceived to be International brand.
First let’s look at these brands:
- John Miller – Future Group
- J.Hampstead – Siyaram’s
- Reid & Taylor – S.Kumar
- Allen Solly – Aditya Birla Group
- Louis Philippe – Madura Garments
Can you beat it these all & many such brands are perceived to be International but are Indian.
Strange but it’s true, they know how to sell & market their brand.
Retail is all about proximity if these brands come in consumers way & if they have seen their ads which has international name, international look & feel, international quality than I will at least try it. That’s it marketers job is done.
If a consumer buys it or not that completely depends on the material of the product or design of the product. But as a marketer the job is done that he has put the brand in the consumers consideration set. After some time consumers start believing that it is an International brand like I use to feel for Louis Philippe.