Sabyasachi Mukherjee- How His Couture Brand Reached the Global Space
The iconic fashion label, globally acclaimed and admired, Sabyasachi wins every heart. Created and shaped by the renowned fashion designer and entrepreneur Sabyasachi Mukherjee, this label is famous for its vibrant designs, colours, and rich fabrics adorned with the finesse of embroidery. Sabyasachi Mukherjee has gained immense fame, reputation and supreme love for his designs and styling patterns, particularly for Bollywood weddings. His all-embracing branding strategies and marketing approaches are ground-breaking and exemplary for similar brands.
Product Approach and Placement
Sabyasachi Mukherjee, a pass-out from India’s prestigious National Institute of Fashion Technology, focuses on intricate designs, echoing heritage and traditions. Since the inception of the brand, way back in 1999, he started to emphasise traditional Indian textiles and its heritage designs. Over the years, the spotlights moved over various styling elements, the most promising one being Indo-western outfits. Be it any genre of clothing, the designs and patterns are always Indian-inspired. Placing the products strategically helps the brand to get maximum reach and earn the attention of the target customers. He focused on sourcing and experimenting with the best fabrics such as chiffons, georgettes, hand-woven silks, muslins and hand-spun organic cotton.
Outline of Buyer’s Profile
As a prolific designer of a luxury fashion label, Sabyasachi identified and mapped three specific buyer personas that can usually cater to his product portfolio. Marking the target group is one of the most fundamental yet most crucial branding strategies in the digital marketing space. This helps in product designing and makes brand promotion seamless. Speaking of Sabyasachi, he has identified three sections of society.
The class of discerning brides is one of his target groups. Included in the affluent genre, these folks are usually between 24 and 35 and are planning their profuse and extravagant wedding ceremonies. The designer plans and styles gorgeous lehengas with intricate embroidery for this group, as they are willing to invest in a customised wedding ensemble.
Sabyasachi also thinks and brainstorms a section of his creations for women between 35 and 60, who are social bees and visit a plethora of social and formal events. Always up for India’s heritage, these womenfolk are ready to invest in a statement saree or gown along with accessories that depict similar tones. These women prefer to go for vintage heirloom accessories that are passed down through generations.
The modern woman has a special place in Sabyasachi’s collections. This caters to high-income women between 28 and 45 years old. They usually seek and prefer versatile Indian clothing that transitions from day events at the workplace to evening parties and gatherings. This section is a prolific collection of both ethnic and Indo-western outfits, along with accessories that amp up the look and feel.
Promotion in Abundance
Sabyasachi always works on celebrity endorsements, influencer marketing, partnerships, collaboration and digital engagement for the brand promotion approach. These combined promotional strategies strengthen Sabyasachi’s elite positioning as well as boost visibility to the aspirational section.
Final Thoughts
Speaking on Sabyasachi Mukherjee’s tone, promoting a brand is a crucial step for digital marketing. Marking and mapping the target group based on product placement and channelising the promotional activities through endorsements and collaborations work wonders for a fashion entrepreneur. It helps the brand to gain a space and reach the target user group most effectively.
