Indian Traditional Textile X RTW Collection

PATOLA : INDIAN TRADITIONAL TEXTILE X WESTERNISED RTW

CULT OF LUXURY SMRUTI THAKKAR

TABLE OF CONTENT Brand Overview History Moodboard NAV Model USP Marketing Mix Products & Prices

Westernisation of Brand Moodboard for westernised collection Product Line

Patola RTW Collection market Strategies Market study Target Market Persona SWOT Distribution Strategy Communication Strategy Collaboration

01

About : History The art of Patola weave has been carried out since 11th century. The art of Patola is considered to be India’s most complex textiles. The complexity and time-intensiveness is what makes patola so valuable. A dizzyingly mathematical process, Patola textiles are woven using dyed threads both vertically (warp) and horizontally (weft) to create the design. The strings are dyed according to a pattern, and the dye marks align when woven, forming the pattern on the cloth.

It is called double Ikat, which means once it is made you cannot differentiate either side of it. It is a very time consuming process & requires a lot of mental calculations, patience, undivided attention and dexterity of the hand. It takes minimum 7 month -12 months to weave a saree (women's garment from the Indian subcontinent that consists of an unstitched drape varying from 4.5 to 9 metres.)

The colours in the Patolas never fade. The fabric might wear out after a 100 years, not before that. But, even then, the colours remain intact. The dyes used for the silk thread are all natural dyes which neved fades. Currently there are only 2-3 families who knows this art of weave.

The minimum price of this fabric is 2900€ .

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BRAND IDENTITY

NARRATIVE Traditional Heritage Rich Culture Unique technique of weaving Authenticity Luxury Symbol of welfare & Prosperity

AESTHETICS Traditional Bright colours Identical motifs & pattern Double Weave Fabric Natural dyes Silk Quality

VALUES Authenticity Royal Craftsmanship Rare Indian Roots Handcraft

04 UNIQUE SELLING PROPOSITION

Indian Traditional Roots

Iconic motifs & patters

Handcrafted & Natural dyes

Double weave fabric

05 MARKETING MIX

Price High-medium price range Place

Product

Flagship store & Local distributors

Apparel & Accessories

Word of mouth marketing, Exhibition & Cultural events

Promotion

06 PRODUCT & PRICE 5.5m fabric (Saree) : starts from €1200 2.5m Fabric (Scarves) : Starts from €400 Price of the fabric depends on the size , pattern & colour of the Fabric.

07

TRADITIONAL PATOLA TEXTILES

WESTERNISED RTW COLLECTION

09 PRODUCT LINE SCARVES SUIT EVENING GOWNS DRESS JACKETS

10

PATOLA RTW COLLECTION LAUNCH

WHY USA ?

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The US is the biggest importer of textile and apparel products. Between 1785 and 1820 a very significant proportion of the cloth used in the United States was handspun, handwoven, dyed, printed, and painted in India. Americans wore Indian cotton and silk clothing, and they furnished their homes with Indian cloth. American merchants brought Indian cloth and were supplying Indian cotton to Europe. Apparel is the largest imported category by the US, representing 74 per cent of total textile and apparel imports. India is the third largest supplier of textile and apparel products to the US after China and Vietnam. Apparel is the largest category with a share of 51 per cent in India’s textile & apparel exports to the US. India' major export market of textiles and clothing is EU (32.1%) and USA (18.9%) having a share of 51 per cent and only 49 per cent for rest of the world in year.

TARGET PERSONA

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PROFILE

CONCERNS

Age : 36 years Name : Annual Income: Source of Income:

She is concious about her style & fashion as she is always in media. She cares about the society & is always keen to help fresh talent. She loves different culture & history.

BACKGROUND She owns a production house and is also a social activist.She is a celebrity & is covered by various magazines for the entrepreneurship skill.

HOBBIES & INTEREST Reading ,Travelling, Exploring, Social Events, Partying

TARGET PERSONA

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PROFILE

CONCERNS

Age : 28 years Name : Maasoom Annual Income: Source of Income:

Her main concern is to look superior in her group. She loves exploring modern looks with traditional roots. She likes traditonal outfit but worried about getting judged in her elite club.

BACKGROUND She is an interior designer She is American but have Indian roots. She belongs to an elite club of ladies with social status. She attends partys & events.

HOBBIES & INTEREST Travelling, Exploring, Painting,Social Events, Partying, Music, cultural programme

14 STRENGTH

WEAKNESS

High Quality, Brand story, Rich Heritage, Unique weaving,True luxury

Too Traditional, brand awareness, lack of knowledge of textiles,

OPPORTUNITY Global market, International recognition of handicraft, Growth in urban society.

SWOT ANALYSIS

THREAT Saturated market, Cultural barriers, Recognised luxury brands dominating the market.

15

DISTRIBUTION STRATEGY

PATOLA X OTB GROUP OTB is an international fashion group, the parent company of iconic brands Diesel, Maison Margiela, Viktor&Rolf, Marni, Amiri, and state-of-the-art companies Staff International and Brave Kid. OTB is a group of brave people who share the same values and feel the same responsibility towards the community.

OTB strongly supports the idea of a new entrepreneurial model in which companies contribute to sustainable economic and social development.OTB collaborates with many local and international organizations on a variety of initiatives. OTB group can collaborate with Patola house in India to launch the very new RTW Collection. It can fulfill the group’s mission to build brands for a new breed of consumer, enabling development, challenging the rules and fostering creativity. As the brand is globally recognized as the brands of unconventional, individual consumers introducing the art of patola in a contemporary style can help the group to create stronger brand positoning and also in terms of revenue.

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COMMUNICATION STRATEGY

EXHIBITION To create an art exhibition where the information about the unique art of weaving is showcased. Exhibiting the different patterns of the weave and story behind the patter. A short film where the history of this handicraft is showcased. This exhibiton will help the brand to create a buzz & also brand awareness in the market.

17 PRINT MEDIA

18 BRAND AMBASSADOR PRIYANKA CHOPRA is an Indian actress with highest paid actor in India. She is a major star in India and also won Miss World Crown. She is not limited to India now, she entered hollywood with a famous Tv series Quantico & also did movies like Baywatch. She recently got married with a popular singer Nick jonas. The actress is named in TIME'S 100 MOST INFLUENTIAL PEOPLE along with Mark Zuckerberg and Leonardo DiCaprio. Priyanka Chopra runds various NGO'S. Creating Priyanka Chopra as a brand ambassador for Patola RTW Collection would help the brand to create brand awareness and also she is the perfect choice for the brand.

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THANK YOU