The fashion brands are taking the licensing route to redefine Indian fashion world as consumers are becoming more inclined towards buying licensed products and brands. While fashion licensing is not new to India it is only now that retailers are realizing the potential of licensing opportunities.
Licensing in India is a much more appealing idea to the leading fashion houses instead of designers. Fashion designers would ideally like to establish themselves as brands instead of merging with another brand while on the contrary the idea would appeal to the fashion houses a lot more as it leads to an increase in revenue and consumer reach.
This week we focus 5 Indian Fashion Houses and how they entered into licensing-
- Satya Paul
The eponymous designer label Satya Paul had entered the licensing industry in 2014 understanding it’s potential. Satya Paul partnered with Disney India and unveiled a line of saris, tunics and carves donning motifs like Mickey and Minnie Mouse and other Disney characters.
- Manish Malhotra
The Indian designer-to-the-stars Manish Malhotra had teamed up with Etihad Airways to showcase the artiste’s latest collection at the forthcoming Lakmé Fashion Week in Mumbai last month. The Fashion show featured the first ever virtual reality show. The collaboration with Manish Malhotra is the latest initiative by the Abu Dhabi-based airline following its recently-announced sponsorship efforts to become the fashion industry’s preferred airline.
- Sabyasachi Mukherji
Sabyasachi collaborated with Bombay dyeing for the unique Sabyasachi Tao collection inspired by the simplicity of Taoism and the mystique of orient. In addition to the Bombay Dyeing Sabyasachi Tao Collection, the Bombay Dyeing Sabyasachi Art and the Bombay Dyeing Sabyasachi Kitsch collections were also launched. The price of the fashion home décor started from Rs 4,999.
- Manish Arora
Manish Arora, the Indian fashion designer based in Delhi stepped into the licensing world for apparels. In 2008, designer Manish Arora put out a range of Disney-inspired clothing titled “Warrior Mickey”, with sequinned garments priced at over $200 apiece in colours of midnight blue, yellow, silver and gold.
- Tarun Tahiliani
Tarun Tahiliani has long been acclaimed for his bridal and Indian wear designs, and coveted by brides all over. Adding to his many accolades and talents, the designer launched a collection of watches in collaboration with Timex in 2010. Becoming the first Indian to do so, the collection of mono-branded jewelled watches perfectly blended with Indian ensembles.
Fashion licensing is one the biggest category of the licensing market globally and in India as well. Though in India, Fashion licensing is gradually coming up; in the international market the fashion licensing multiplies brand value and reach of the designers.