Table of Contents
I. Abstract..................................................................................................................................05 II. Area of Interest......................................................................................................................09 III. Company Overview...............................................................................................................10 IV. Market Overview..................................................................................................................22 V. Competitive Landscape..........................................................................................................26 VI. Target Consumer..................................................................................................................28 VII. Deliverables........................................................................................................................32 VIII. Methodology......................................................................................................................38 IX. Research Design...................................................................................................................41 X.Glossary.................................................................................................................................44 XI. Annotated Bibliography.........................................................................................................46 XII. References..........................................................................................................................50 XIII. Biographical statement........................................................................................................52
Abstract Sabyasachi Mukherjee is an Indian fashion designer best known for his ornate bridal collection. Bright colors, rich textiles and intricate embroidery forms the base of his collection. His work has given him an international presence. He is not only known for his designs but also for his essence of Indian heritage in his collection. The brand’s products include bridal wear for the bride and the groom as well as sarees for ceremonies, occasions and festivals. Recently, Indian ethnic wear has started gaining importance not only in India but also worldwide. Due to globalization, people are interested to know about various cultures and their clothing as well. In the US, the demand for Indian wear has grown in the recent years due to increased number of interracial marriages and cultural diversity. Sabyasachi flagship store in New York will open its doors for the brand to increase its awareness. His online presence in the US is not sufficient for the increasing demand in the market for Indian ethnic wear. This project will mainly be focused on creating a experiential store for customers to experience essence of Indian heritage through the designer’s collection and store ambience. It will not be restricted to traditional methods but incorporate digital technology to target the Millennials. There is not much competition in Indian wear in the US when it comes to luxury Indian designers. This will prove as an advantage for the designer to establish his first store in the US. The objective of this project to provide a platform to get India’s most well-known designer’s apparel and jewelry collection to be available in the US for customers who want a cultural experience.
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Indian Wear Being an Indian and raised in a culturally rooted country, my love for Indian textiles will always exist. During my college days, for our cluster programs I visited weavers in villages who are the backbone of the Indian economy. But they are not exposed enough. I was always fascinated about Sabyasachi’s designs and am among the girls who says I want to be a Sabyasachi bride. His initiative of ‘save the saree’ was a step towards preserving the Indian culture. Saree is a traditional Indian outfit which is 6 yards long and draped in a particular manner. Along with saree, Lehenga is the most common Indian ethnic wear for weddings. Lehenga is a long skirt worn with a blouse. It is also accompanied with a dupatta (stole). In the recent years, the Indian ethnic industry is forecasted to grow by 9% in 2018.
Area of Interest Indian wear is known for its vibrant colors and intricate surface embellishments. The weaves and textiles are a part of Indian heritage. There is an increasing demand for Indian wear in the global market. Weddings in India are very opulent and the wedding industry is growing every year. Indians living in the US also celebrate all the occasions, festivals with great enthusiasm and weddings have become very luxurious. The wedding industry is estimated to increase by 25-35% in 2020. The population of Indians is increasing in the US and is largely located in California. There is a huge demand for Indian wear as Non-Indians too want to be dressed in ethnic wear for appropriate occasions/wedding. The Indian wear sold in the US is not the very current trend. Hence, a lot of people prefer going to India and to get their clothes made in the latest trends and more variety. Sabyasachi is one of the most popular designers when it comes to Indian wear. Despite being available online, customers go to India to get outfits made from him for their big day. He is Internationally recognised. It is a good opportunity for Sabyasachi design house to establish itself in the US and capture the growing market.
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Company Overview Sabyasachi Couture Private Ltd was founded by Indian designer Mr. Sabyasachi Mukherjee in 2006. The brand focuses on Indian ethnic wear specializing in bridal wear. Indian weaves and embroideries form the base of the brand. The brand has been a part of many international fashion shows. In 2012, the company received investment from L capital, part of the LVMH group for around $31.26million. Recently the company has extended their global reach by being a part of various e-commerce websites and through wedding exhibitions. As a part of the CSR activity, they have another company named Sabyasachi Artisan Designs India pvt. Ltd which mainly provides support to the Indian artisans and weaver to sustain themselves so that the ancient art of textile weaving is retained and they can have a better future. The design house has seen a great financial growth in the recent years. Financial Year 2016 recorded revenue of $26.69 million and whereas the financial year 2017 is estimated to be $32.97 million. There was a growth of 11.6% in this year. This was mainly because of the various collaborations and the celebrity weddings in the year 2017. He designed a wedding outfit for Indian cricket captain Virat Kohli, which saw an increase in Menswear collection by 13%. Apart from that Sportsmen was a new sector which opened for Sabyasachi. 85% of his overall sales come from weddings every year.
“Personalized imperfection of the human hand� -Sabyasachi Mukherjee
About the designer Sabyasachi Mukherjee is a graduate from National Institute of Fashion Technology, Kolkata. Soon after his graduation in 1999, he started working for his label in a small workshop. He is one of the only Indian designers to have showcased his work in New York, London and Milan fashion week. His clients includes Bollywood, top businessmen in India, sportsmen and majorly NRI (Non-Indian residents). He has got the privilege to dress Oprah Winfrey on her recent visit to India and Naomi Campbell walked as the showstopper for the designer. His brand philosophy is to express the heritage of India through storytelling. Every collection has a story connected to it. There are two collections presented every year. He also believes that Indians should preserve their Indian heritage despite of emerging western influence. He is rewarded as one of best luxury Indian designers. His work speaks for him. In an recent interview with BBC, he had stated that Indians not living in India are more keen on wearing Indian outfits and especially my designs.
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Collaborations The designer has great international influence, but 2017 has especially been a great year for the designer. His collaboration with Mr. Christian Louboutin opened doors in an international market and was great in terms of brand awareness. Few years back all shoes for Sabyasachi’s collection were designed by Mr. Louboutin. This partnership grew up to a new collaboration where Mr. Louboutin designed and made the shoes using embroidery and textiles from Mr. Mukherjee's collection. An iconic collaboration of two most talented people in their respective field was a great success. They showcased their collection at Harrods, Dubai Mall, Bergdorf Goodman, USA, Christian Louboutin flagship store in Los Angeles and Lane Crawford, Hong Kong. Sabyasachi joined hands with Lane Crawford, Luxury retailers from Hong Kong and found a new platform to target the audience from that particular region. He has a different line designed for that market segment. Another successful collaboration is with Pottery barn. He designed an exclusive homeware and home furnishing collection for pottery barn in the US. The collection is available in stores in the US and online platforms in India.
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Clients There is a great influence of celebrities on Indians. And Bollywood and cricket are their weak points. And Sabyasachi managed to tap both these sectors. The marriage of anushka Sharma, an Indian bollywood actress to Indian cricket captain Virat Kohli was a huge news. All the outfits for the functions were designed by Sabyasachi for the bride and the groom. He has also dressed many celebrities. He recently dressed Miss World, Manushi Chillar. Apart from Indians in India, he has been a favourite designers for many in UK and the US. Brides fly all the way to India for their bridal lehengas. 15
Marketing Mix Product Sabyasachi’s designs are inspired by different Indian architecture and art. Every collection is based on a story which are inspired from Indian history and culture. Every outfit is perfectly made while taking care of every minute details. His bridal lehengas are mainly made to order. He also has a pret line which includes sarees and the blouses are altered to every individual’s choice. His collection included men’s collection as well. Recently he has expanded into jewelry. He has also collaborated with Forevermark, who are best known for their diamonds. His product assortments also include clutches and hair accessories.
Price Sabysachi’s price range begins from $900 to $30000 depending upon the work and time invested on every garment. Most of the consumers are celebrities and people belonging to high income level. Their pricing strategy targets the luxury segment. Basic sarees - $900 - $2000 Sarees - $2000-$5000 Lehenga -$4000-$10,000 Bridal Lehenga - 10,000-$15,000 Celebrity (Bridal Lehenga) - $20,000 onwards Celebrity (Groom Sherwani) - $15,000
Placement Sabyasachi’s flagship stores are present in Mumbai, Hyderabad, Kolkata and New Delhi. Apart from his flagship stores, his collection is available in many luxury multi-designer stores like Aza, Ensemble, Ogaan, Elahe, Evoluzione in major cities Mumbai, Chennai, Bangalore, New Delhi and Ahmedabad. In an international market his garments are available in multi-designer stores in London, Atlanta, Dubai and California. Through e-commerce platform, his garments are available in many countries like Kuwait, UAE, Russia, Switzerland, Kenya, Germany etc. The designer is a part of three stores in USA which are: Pia ka Ghar, Los Altos Hills, CA The Grand Trunk, Pleasanton, CA The Bollywood closet, Atlanta, GA
USA
UK
India
UAE 17
Promotion Sabyasachi’s promotion is mainly through his stores. His store décor conveys his vision and his passion towards his brand. He spends time in collecting the artifacts and décor fop his store. He loves art and wants to be displayed in his store. He took 5 years to open his store in New Delhi because he was in search for the perfect art pieces he wanted for his store. Whenever any customers enter the store, they are served with special tea and provided with utmost service. Apart from his stores he promotes himself through Magazines and newspaper. Exhibitions are another form of great promotion. He is a mentor and designer for the TV show Band Baajaa Bride. This show is very successful and till now he has dressed 78 brides. It is a wedding reality TV show.
People Sabyasachi’s employees in his stores are dresses in Indian ethnic wear but not necessarily Sabyasachi. Every Friday all the employee dresses in Indian wear as a tribute to Indian handloom. Employees in the store should have knowledge about the collection and should be passionate towards the brand.
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Market Overview Indian Population in USA There are many Indian immigrants in the US and they have been increasing over many years. Among the Asians in the US, Indians are 20% of the entire Asian population. The Indian population is majorly present in New York, Houston, Atlanta, Los Angeles and Chicago. They are also the 2nd and 3rd generation of Indian immigrants which are also called Indian-Americans. Indians are very well educated with a majority holding a postgraduate degree. The average income of Indians is $100,000. There are also many Indians who run businesses in the US successfully.
Indian Ethnic Wear Industry In the recent years, even due to western influence, Indians are investing in Indian ethnic wear. In India, women prefering to wear Indian Ethnic wear and sarees are in great demand. Sarees have become a favourite amongst the Millennials. Arun Sirdeshmukh, business head of Amazon in India has estimated a growth in Indian ethnic wear by 9% in 2019. In 2017 the Indian ethnic wear sales was $10.94 billion and are estimated to grow to $19.73 billion in 2019. TA associates management have invested $140 million in 2016 due to the growing Indian wear market. They have seen a potential in this segment. The international market is projected to increase by $2 billion through e-commerce sales. According to majority of the designers, NRI (Non Resident Indians) are the major buyers.
Indian Weddings in the US Indians have always believed in luxury weddings. With growing economy, the wedding sector is also growing. Indians are spending more on weddings in recent years. According to Assocham report, the wedding industry is estimated to grow by 25-35% by 2020. The wedding industry in India is worth $15.64 billion. ‘Big fat Indian’ wedding is the new trend, and on average there are 3-4 events per wedding. In the US, there are around 25,000 weddings per year. Every function includes average 500 guests and the average budget is $150,000. In Chicago alone, 400 weddings take place per year. Waterford Banquets in Illinois is well known for Indian weddings. Gotham Hall in New York is very famous for Indian weddings and occasions. In New York alone, there are 71 wedding planners.
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Cross cultural influence The number of cross cultural weddings have increased in the recent years. According to Pew research center, in 2015, there was an increase in cross cultural weddings by 17%. This change is due to globalization and increasing number of immigration. When Non-Indians attend an Indian wedding or an interracial marriage, they love to dress in the traditional attire. There is an increase in the Indian ethnic wear outfits due to interracial marriages.
Indian Influence Indian tradition has been an inspiration over many years. Runway trends have also been inspired by Indian fabrics, surface techniques and prints. Recently, Carolina Herrera de Baez visited India and launched a new fragrance Herrera Jasmine. Her collection has also been inspired from Jasmine motifs. Anthropologie flew to India in 2017, to shoot in Rajasthan, India. Bollywood has been an influence for many in the US. One of the episodes in Fuller House included a Bollywood theme retirement party in 2016. Recently, there was a Bollywood dance performed during a NBA basketball match, Charlotte vs Miami in 2017. American dancers were seen wearing lavender colored lehengas and grooving on Bollywood music.
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Competitive Landscape Indian designers and multi-designer stores in the US. There are many designers in India who specialize in Indian bridal wear. Most of them have a global presence through e-commerce. Their merchandise is also available through multi-designer stores in many countries. Main competitors present in India are: Anita Dongre Anita Dongre strives to sustain the handicrafts of India through her designs. She founded the House of Anita Dongre limited in 1995. There are 5 brands present under her parent company namely Global Desi, Grassroot, Pink city, AND, Bridal Couture catering towards different target consumers. She is even rewarded as top 50 business women in India in 2015. Price range: $500-$900 Speciality: Inspired from handicrafts in India and focusing on sustainable luxury. Distribution: House of Anita Dongre operates through 1,090 retail partnerships, 280 exclusive brand stores and 820 multi-brand stores in over 105 cities in India. Apart from India, her stores are present in Dubai and Mauritius. Anita Dongre is the first Indian designer to open a store in New York. Anita Dongre merchandise are available through e-commerce platforms as well as her website. Manish Malhotra: Manish Malhotra is best known for his Indian couture dresses. He has been associated with celebrities and Hindi film industry for around 12 years. He has created a mark for himself in the Indian fashion industry. He was associated with Femina miss India 2017. He designed Indian wear for the final round instead of Western silhouettes for the very first time in many years. He is a well known for his styling in Bollywood movies. Price range:$2000-$10000 Speciality: Indian Couture dresses, Costume design and styling for movies Distribution: Through flagship stores in Mumbai, New Delhi. Multi-designer stores in Hyderabad, Dubai, Mumbai and New Delhi. Available through online various platforms and his personal website. Tarun Tahiliani: Tarun Tahiliani is known for his intricate work in luxury Indian couture. He started his design studio in 1990 and co-founded the first multi-designer store in Mumbai, Ensemble. He is a graduate from FIT, New York and continues to work an entrepreneur in India. Price range: $450-$9000 Speciality: Traditional Indian craftsmanship with Western tailored silhouettes Distribution: Stores present in New Delhi and Mumbai. Sells through multi-designer stores in India and online platform in other countries.
Sr. no.
Competitors
Price range
Location
1
Anita Dongre
$150-$13,000
SOHO, New York
2
Pure Elegance
$100-$1200
New Jersey
3
Sahil
$200-$8000
New Jersey
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Palkhi
$180-$1300
Chicago
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Bombay boutique
$50-$800
Chicago
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Kamal beverly hills
$100-$1700
Beverly Hills, California
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Designer Vastra
$150-$1300
Charlotte
8
Indias popup
$60-$6000
Texas
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Andaaz fashion
$50-$1000
New York
10
Khubsoorat collection
$1000-$5000
New York
Positioning map There are many Indian boutiques but there are no luxury Indian designers in the US. Most of the luxury Indian designers sell their product through luxury multi-designer stores, e-commerce and exhibitions. There are many Indian Boutiques mainly in Chicago, California, Texas, New Jersey, New York and Atlanta and includes product assortment like Bridal clothing, jewelry and accessories. Amongst his major competitors present in India, Anita Dongre has opened her flagship store in Manhattan, New York in 2017.
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Target Consumer Sabyasachi designs are loved by everyone who is a lover of art and Indian culture. His major focus is on weddings. His current target consumers are not only the brides and the grooms but also their family members. Mainly catering towards all walks of life. The brides and Grooms are mainly Millennials. The number of immigrants in USA have increased in the recent years. Due to globalization and technology, the world is said to be coming closer. Hence many individuals are very open to dress up taking inspiration from other cultures. Youth of today are more open about their cultural perceptions an thus there is an increase in the interracial marriages seen as well. For Indian occasions, Non-Indians are very excited to wear Indian clothes. And even if they wear it for one day, they are ready to purchase. Saree is the most favourite Indian wear amongst US citizens. Many consumers are excited to own a piece of traditional luxury from designers like Sabyasachi. Demographic: Targeted customers are men and women between the age group 25-45 years of age. Since the brand follows the luxury price strategy, the income level will be middle to high. These customers are highly educated and mainly live in major cities. Lifestyle/Psychographic: Targeted customers are those who love knowing about different cultures and experiment with their clothing. They appreciate different ethnicities. They want to be a part of different festivals, occasions celebrated in their city. Apart from this, target customers include couples who are getting married and their families. The wedding attendees could be Indian or Non-Indian, who want to dress appropriately for the ceremony. These consumers are specially women who love the saree and the beauty of the drape. Behavioral: Customers who are updated with current trends mainly due to social media like Snapchat, pinterest, Youtube, Instagram, twitter and facebook. Customers who follow the runway trends and wedding exhibitions. They are attracted towards technology and prefer quality customer service or loyalty programs. They are people who appreciate and like towards heritage and craftsmanship.
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Deliverables Sabyasachi has a presence in USA but through retailers like Pia ka Ghar and the Grand trunk. These stores are mainly located on the west coast. There is no platform to access Sabyasachi’s outfits on the West coast. His clothes are sold in a multi-designer store in Atlanta named The Bollywood Closet but they do not have the latest collection. There is a gap between the current Indian trend being available in the US. Sabyasachi is also present through online platforms. The designer has an international presence but not a stand alone store. A flagship store in New York will help the brand to create an awareness. Also the advantage of the brand is because he is one of the favourite designers for Indians in the US, it will prove successful. Distribution and Marketing Plan Company owned outlets: The plan is to launch a Sabyasachi flagship store in New York as many Indians travel to New York for their wedding shopping. It is easier to travel to New York than to fly all the way back to India. This will also increase the brand awareness not only amongst Indians who are aware of his label but also amongst other citizens. Looking at the growing Indian population in major cities in the US, Sabyasachi’s store expansion in other major cities like Chicago, Austin, San Francisco and Los Angeles is also considered. There are many Indians who are successful entrepreneurs in the US and that also opens up opportunities for franchising.
Flagship store (NY): The Sabyasachi flagship store in New York will have a similar language of store decor as in India. His stores in India depict a story of Indian heritage through use of art pieces, chandeliers and carpets. The store will focus on the store ambience trying to achieve all the 5 senses which are see, smell, touch, taste and hear. In his stores back in India, tea is served to every customer. The same language can be followed so the customers feel like they have entered in a cultural experience. The store will also incorporate digital technology which is the need of today. If any garment not available in the store, it can be customized by use of devices. Loyal customers can customise their wedding dress through technology and consult with the designer through technology. Product Assortment: His stores mostly consist of prét line, sarees and made to order wedding wear. But in his flagship store all his products can be available from accesooires, apparel to fine jewelry. The store will include shoes from his recent collaboration with Christian Louboutin. There are more opportunities to collaborate with other designer in various sectors. Communication & Promotional Plan • Omni channel marketing plan: To create a platform to integrate online and offline services. • Increase brand awareness by promotional ideas. • Promotions through company website, Blogs, wedding planners, exhibitions, cultural events in the city. • Pre-launch (Online, newspaper, catalogues) • Launch Invite loyal customers Influential people Celebrities Website redesign: •Introduce online shopping •Layout
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Why this project? Indian heritage has been an influence on the world in the recent years. Millennials of today are more acceptable towards different culture and ethnicity. There is a growth observed in the Indian ethnic wear industry and that thus many companies are ready to invest. At the same time, weddings are celebrated more lavishly. Th wedding industry worth is increasing which is giving an opportunity for designers. In USA, currenly there are many Indian boutiques but no famous Indian designer has a presence in the form of a flagship store. Most of the merchandise are sold through third party retailers. The drawback is that all the dresses from the collection are not present and the customers have to compromise due to lack of supply. With growth potential in Indian wedding wear, luxury designers like Sabyasachi should enter the market and offer a wider range of merchandise. In return it will benefit them to increase their brand presence. According to the wedding planners, Indian wear available in the US are not up to the current trend and that disappoints customers who follow the latest trends through social media. It is a good opportunity as there is a huge demand for Indian wear but a lack of supply in the US market.
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Methodology Secondary Secondary research will include collecting data from authentic databases and websites for better understanding and knowledge of existing resources. Source: Company website and social media platforms: Information about the brand, their store presence, cur rent strategy and future growth of the company. Social media platforms are important for the recent trends. Competitor’s website: Current strategies and their growth plans. Business of Fashion: Latest business updates about the fashion industry. US census bureau: Population and statistics of Indians in the US. Euromonitor: Market research about womenswear, consumer lifestyles in the US and India. Statista: Statistics about the Indian ethnic wear and womenswear. Women’s wear daily: Source for current trends and interviews. Magazines (Fashion and weddings): Source for the upcoming exhibitions, trunk shows and wedding trends for the next season. Newspaper articles: New York times will be a good source for current affairs, fiances and cultural events.
Primary Primary research will be very helpful for my project for finding out the requirement for the Indian wear in the United states. I plan on to visit New York to experience the retail environment in major locations. I would want to visit the competitors in New York. Survey: I plan on to conduct a survey with brides and grooms for an Indian wedding. I would also like to speak to the family of the bride and the groom. And survey of Americans on their views towards Indian clothing and attire. Interview: I plan to interview wedding planners in NY and find out about the mindset of people towards Indians weddings in the US. Furthermore I plan to visit the Gotham Hall where major Indian weddings takes place and interview the manager if I manage to get an appointment. At the same time I am planning to interview Sabyasachi employees back in India through Skype interviews. Since I cannot be physically present in India, my sister will be visiting his stores in India and try to connect with them. I also plan to visit the multi-designer store in Atlanta, to get information about Sabyasachi’s products available in the store and what is the response to those pieces.
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Research design
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Glossary Lehenga - Long Indian skirt paired up with a blouse accompanied with a dupatta (stole). Saree - Indian drape using fabric which is 6 yards in length. Kurta - Tunic for woman Sherwani - A long coat with collar, worn along with a churidar.
Appendix
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Annotated Bibliography Euromonitor International. “Womenswear in India.” Passport, April 2017. Web This document includes data about Indian wear in India. It includes the distribution of revenues of different segments of womenswear. Vasudev, Shefalee. “The economics of being Sabyasachi Mukherjee.” Http://Www.livemint.com/, Livemint, 18 Nov. 2016, www.livemint. com/Leisure/rQcFHLTIYS91ibFLcaI4yM/The-economics-of-being-Sabyasachi-Mukherjee.html. This article includes information about Sabyasachi’s business, collaboration and work. Desk, Lifestyle. “Beyond haute couture, Sabyasachi launches jewellery collection, and its spellbinding.” The Indian Express, 24 July 2017, indianexpress.com/article/lifestyle/fashion/sabyasachi-launched-his-autumn-winter-couture-jewellery-collection-on-instagram-and-its-spellbinding-4763745/. This article includes Sabyasachi’s collection, inspiration for his collections. Introduction of jewelry in his product assortment. Livingston, Gretchen, and Anna Brown. “Intermarriage in the U.S. 50 Years After Loving v. Virginia.” Pew Research Center's Social & Demographic Trends Project, 18 May 2017, www.pewsocialtrends.org/2017/05/18/intermarriage-in-the-u-s-50-years-after-loving-v-virginia/. This article provides statistics about cross cultural marriages and how they have increased in the recent years in the United States. PotteryBarn. “Pottery Barn Partners with Sabyasachi.” YouTube, YouTube, 18 Oct. 2016, www.youtube.com/watch?v=uMO9KdGiTl0. This video focuses on Sabyasachi's collaboration with Pottery barn. Shende, Shruti. “Ethnic Wear Holds Lions Share In Women Apparel Market.” BW Businessworld, BW Businessworld, 15 Sept. 2017, businessworld.in/article/Ethnic-Wear-Holds-Lions-Share-In-Women-Apparel-Market-/15-09-2017-126294/. This article includes an interview with Amazon business head in India, speaking about the increase of Indian ethnic wear in India. Healy, Vikki Ortiz. “Indian weddings are big business.” Chicagotribune.com, 31 May 2015, www.chicagotribune.com/business/ct-indian-weddings-met-20150531-story.html. This article includes the growing weddings of Indians in Chicago, USA and the average budget. Sen, Paroma. “Exploring the Global Opportunity for Indian Ethnic Etailers.” Iamwire, 28 Sept. 2015, www.iamwire.com/2015/09/ethic-indian-ecommerce-scope-global-retail/123411. This article focuses on the international Indian ethnic market and its growth estimation in the coming years. Singh, Prachi. “Summing up: Inside the big fat global wedding industry.” Fashionunited, 24 June 2016, fashionunited.uk/news/business/ summing-up-inside-the-big-fat-global-wedding-industry/2016062420874. This article is all about the global wedding industry. It includes details about the average wedding cost for decoration, ceremonies, clothes and so.
López, Gustavo, et al. “Key facts about Asian Americans, a diverse and growing population.” Pew Research Center, 8 Sept. 2017, www. pewresearch.org/fact-tank/2017/09/08/key-facts-about-asian-americans/. This article was very useful for collecting data about Indians in the US. It provides data about Indians in USA and certain characteristics like income, education and employment. Bains, Pahull. “Anita Dongre's Grassroot opens in New York.” Http://Www.livemint.com/, Livemint, 25 Aug. 2017, www.livemint.com/ Leisure/6nmaGCDG9BK1xVgRJNG93M/Anita-Dongres-Grassroot-opens-in-New-York.html. This article is about Sabyasachi's competitor Anita Dongre store launch in New York. She is first Indian designer to launch a flagship store in USA. “Indian Immigrants in the United States.” Migrationpolicy.org, 28 Nov. 2017, www.migrationpolicy.org/article/indian-immigrants-united-states. This article provides data from various database regarding the statistics of Indian immigrants in the United states from 2011-2015. “NYC's Micro Neighborhoods: Little India in Jackson Heights, Queens.” Untapped Cities, 3 Mar. 2014, untappedcities.com/2014/03/04/ nycs-micro-neighborhoods-little-india-in-jackson-heights-queens/. This article was helpful in finding out about Indian population residing in New York specifically Jackson heights in Queens. jamesfallon2014. “Sabyasachi Mukherjee on Working With Louboutin and Growing a Megabrand in India.” WWD, WWD, 15 Jan. 2018, wwd.com/fashion-news/designer-luxury/sabyasachi-mukherjee-on-working-with-louboutin-and-growing-a-megabrand-in-india-11097138/. This article was very helpful for understanding Mr. Sabyasachi’s views about his collaboration with Mr. Christian Louboutin. He also mentions about his turnover and his company’s success. Gupta, Shalene. “Big fat Indian weddings get bigger and fatter.” Fortune, 8 Aug. 2014, fortune.com/2014/08/08/indian-weddings/. This article particularly was very helpful to know about the Indian weddings in USA. There is a mention of two wedding planners specializing in South Asian weddings. Bialik, Kristen. “Key facts about race and marriage, 50 years after Loving v. Virginia.” Pew Research Center, 12 June 2017, www.pewresearch.org/fact-tank/2017/06/12/key-facts-about-race-and-marriage-50-years-after-loving-v-virginia/. This research focuses on the key facts about the interracial weddings in the USA. The research conducted speaks about how there was an increase in the interracial marriages among the years. 47
Chopra, Sonia. “Is It Possible to Fix the Indian Wedding Business?” Racked, Racked, 9 June 2017, www.racked.com/2017/6/9/15757372/ indian-wedding-business-asha-market. This article includes information about the Indian American brides and their struggle about finding the appropriate wedding dress. Choudhury, Tanisha. “10 Best India Inspired Collections of The Last Decade.” Verve Magazine, 30 Aug. 2016, www.vervemagazine.in fashion-and-beauty/10-best-india-inspired-collections-of-the-last-decade. This article includes designer trends influenced from India which was incorporated by International designers. “Indian fashion designer Sabyasachi is ready to take on the world.” South China Morning Post, 12 Nov. 2017, www.scmp.com/lifestyle/ fashion-luxury/article/2119323/why-indian-fashion-designer-sabyasachi-mukherjee-ready-show. This article includes Sabyasachi’s international presence through his recent collaborations. Bhardwaj, Gargi. “Time travel at Sabyasachi Flagship Store.” Time travel at Sabyasachi Flagship store, 10 Mar. 2016, retail.franchiseindia.com/article/design-and-vm/store-design/Time-travel-at-Sabyasachi-Flagship-store.a4678/. This article has in detailed explained about Sabyasachi’s store ambience and his ideas for the store decor. “Why Louboutin x Sabyasachi collaboration is more spikes than saris.” South China Morning Post, 2 Nov. 2017, www.scmp.com/lifestyle/fashion-luxury/article/2117885/why-christian-louboutin-and-sabyasachi-team-more-spikes. This article includes Christian Louboutin and Sabyasachi recent collaborations and introduction of their merchandise in cities like London, Mumbai, Dubai, New York and Los Angeles. “67 karigars and 32 days was what it took Sabyasachi to design Anushka Sharma's bridal wear.” TimesNow, 12 Dec. 2017, www.timesnownews.com/entertainment/fashion/article/67-karigars-and-32-days-was-what-it-took-sabyasachi-to-design-anushka-sharmas-bridal-wear-virat-kohli-wedding-pics-virushka/144772.This article has a detail description about Anushka Sharma’s wedding lehenga. Bhatia, Richa. “Oprah Winfrey visits Sabyasachi now - Times of India.” The Times of India, The Times of India, 19 Jan. 2012, timesofindia.indiatimes.com/life-style/fashion/designers/Oprah-Winfrey-visits-Sabyasachi-now/articleshow/11553240.cms. This article includes Sabyasachi’s international client, Oprah Winfrey and her reasons to get a Sabyasachi designer dress. Jamkhandikar, Shilpa. “For global India designer, home is where the money is.” Reuters, Thomson Reuters, 27 Mar. 2009, www.reuters. com/article/us-fashion-india-mukherjee/for-global-india-designer-home-is-where-the-money-is-idUSTRE52Q0T920090327. This article includes an interview with Sabyasachi, where he speaks about his business, clients abroad and expansion of his business in the west.
Competitors “Designer Vastra | Indian Clothing Store Charlotte NC.” Designer Vastra | Indian Clothing Store Charlotte NC, 2013, www.vastraclothing. com/. “Exclusive Indian Fashion in US - Authentic Fabric, Next-Day Delivery.” Pure Elegance, 2018, www.pure-elegance.com/. “Sahil Exclusive.” Sahil Exclusive, 2016, sahil.com/. “Indian dresses and saree store in Chicago. Palkhi.Com.” Palkhi Inc, 2018, www.palkhi.com/. “Bombay Boutique.” Indian Clothes and Jewelry Online - Bombay Boutique, 2017, www.bombayboutique.net/index.php?route=common%2Fhome. “Kamal Beverly Hills.” Kamal Beverly Hills, www.kamalbeverlyhills.com/. “Indiaspopup – Premier Online Store for Indian Designer Fashion in USA.” INDIASPOPUP.COM, 2018, indiaspopup.com/. “Buy Indian Dresses Online, Pakistani Wedding Clothing, Ethnic Women Dress, Wedding Outfits, Salwar Suit, Sari, Lehengas.” Andaaz Fashion, www.andaazfashion.com/. “Khubsoorat.” Asian Bridal Wear | Indian Bridal Wear | Khubsoorat Collection |, 2018, www.khubsooratcollection.com/. “Dress Republic Bridal Lehenga, Sharara, Pakistani Designer Dresses.” Dress Republic, www.dressrepublic.com/. “Designer Wedding Couture for Men & Women by Top Indian Fashion designer.” Anita Dongre, 1995, www.anitadongre.com/. “Manish Malhotra Couturier, costume stylist, entrepreneur, social media influencer and revivalist.” Manish Malhotra, 1998, www.manishmalhotra.in/.
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I am a gold medalist in Knitwear design from National Institute of Fashion Technology, India. I am born and brought up in a very culturally rooted country. I am also an entrepreneur and soon after my under graduation I designed for my own small scale clothing label. My label further inspired me to pursue masters in marketing and enrolled in the Savannah College of arts and Design in the United States. My interests in the field of fashion is not restricted only to clothing but also to the whole ideology and the behaviour of the maker and wearer. Indian textiles and handicrafts forms the base of my collections and my love for Indian embroidery is clearly reflected through my work. I am a classical trainer singer and has practised the classical dance form of India, Bharatanatyam. My interest also expands in the field of creating various designs using crochet and yarn techniques. I am a lover of art and highly inspired by nature. For designing my collections, I often seeks inspiration from flora and fauna of different regions and during different seasons. My designs have also been showcased in various competitions in my parent country and strives to sustain the culture and handwork of the weavers and craftsmen of India through my collection.
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