Designing the fashion luxury

Initiatives

GCPL is currently on a brand acquisition spree and is looking at introducing established luxury brands in the booming Indian high-end retail segment. It has effectively used multi-brand stores and stand-alone boutiques to reach out to its discerning customer base, both in India, as well as abroad. The labels that GCPL has acquired again reiterate the company’s strategy to reach out to audiences across age and demographics.

Marketing initiatives

The main marketing tool consists of a lot of in-store events for Canali across the four metros and six boutiques. Extensive PR exercise happens on an all-India level plus there is support from advertisement in key business and men’s fashion magazines. 

Brand proposition 

In case of Canali, Genesis Luxury offered a customised product for the Indian market – The Nawab Collection of suits and jackets, which is a rendition of the traditional Indian bandgala stitched to immaculate Italian standards. It helps Canali reach out to larger audiences here through the ‘India Inspired’ collections.

The challenges overcome

The main challenge for them was to change the consumer mindset that European luxury brands available here ships old merchandise too this market. The other incorrect notion is that people believe luxury brands are cheaper overseas.

GCPL has dispersed these notions and have shown the consumers that shopping for these brands is less expensive than shopping for them in the far East as rates in the Indian sub-continent are on par with most other places such as Dubai. 

Expansion plan

The brands are already present in Delhi, Bombay, Bangalore and Hyderabad.  Genesis Luxury Pvt. Ltd. plans to open 50 to 70 luxury retail stores for its brands across the country in the next 3-4 years

His understanding of the retail business and his learning in this process

“The key to success in retail is in understanding the consumer. No matter what category of brand you represent – luxury, premium or mass, one has to know the consumer’s mindset and preferences and customise solutions for your audiences.”