It was the 80s, a decade more notorious than famous for it’s crazy fashion sensibilities, when Shyam Gupta embarked on his enterprise — all alone. A one-man-army, he mastered the skills of the tailoring trade, drawing inspiration from a neighboring shop that became his muse, and his ‘karmabhoomi’.
That Gargee’s work has endured for more than three decades is a testament to Shyam Gupta’s dedication to his chosen profession, his eye for detail, and the unfailing spirit of craftsmanship — every seam, every stitch on the shop floor undergoes minute scrutiny before it sees the light of the day. It is no surprise, then, that his clientele has remained loyal to this day, winning him more than their praise from very early on.
And with Shyam’s son Ravi joining him in recent years, menswear by Gargee has embraced what being fashionable and on trend means to the contemporary eye. Ravi’s experience with labels such as Karan Johar + Varun Bahl, and Diwan Saheb brings the best of both worlds — fashion from a designer’s perspective, as well as retail. Add to that a list of celebrities he has worked for — from Amitabh Bachchan, and Hrithik Roshan, to Siddharth Malhotra and Ranbir Kapoor — and you know you will get trendsetting attire when you come to Gargee.
That is the spirit of bespoke at Gargee. As Shyam Gupta sums it up, “Fashion is not an expensive piece of clothing; it is how well you carry what you wear.” And Gargee Designers says that it is here to help consumers with exactly that
Medianews4u.com caught up with Ravi Gupta, Creative Director of Gargee Designers
Q. What trends are we seeing in luxury fashion in 2024? How will Gargee designers capitalise on them?
Today luxury fashion is slowly shifting from quiet to loud luxury which is characterised by bold colors, striking prints, and prominent logos. Consumers are increasingly demanding transparency and ethical practices, driving sustainability efforts in the luxury sector. Innovative technologies like AI tools, e-commerce, 3D printing, and blockchain are revolutionizing the entire manufacturing, production, and marketing strategies. These technologies work as a support system for us which helps streamline our work and enhance our customers’ shopping experiences in the long run. Looking ahead, we plan to offer personalised options for our clients with these advanced innovations.
Q. How have the expectations of the consumer evolved over the years in the luxury fashion category?
Over the years, consumer expectations in the luxury fashion category have evolved significantly. Today’s consumers prioritize quality craftsmanship and high-end materials. They are willing to invest in products that embody durability and exclusivity, recognizing the value in pieces that are designed to last and exude prestige. Customisation has also become a critical expectation, with consumers seeking ways to create their luxury purchases to reflect their unique personal style. This shift highlights a desire for individuality and personal expression in fashion choices.
Additionally, there is a growing demand for ethical practices and sustainability, with consumers expecting transparency in the sourcing and manufacturing processes. They want to look for brands that align with their values, emphasizing responsibility and mindful consumption.
Q. How important is innovation to stay ahead of the curve?
Innovation is extremely important for any brand to stay ahead of the curve. Technological advancements like AI, 3D printing, and blockchain, allow us to enhance our manufacturing processes, improve product quality, and streamline marketing strategies. It enables us to offer unique, personalised experiences that resonate with our clientele’s desire for exclusivity and individuality. At Gargee Designers, staying ahead of the curve through relentless innovation is integral to our commitment to excellence, ensuring we remain a leader in the luxury fashion industry. This not only bolsters our brand’s reputation but also ensures long-term customer loyalty.
Q. On the marketing front does the company mainly focus on digital? Or is traditional media also important?
Our marketing strategy is a balanced mix of digital and traditional methods, each serving distinct purposes and target audiences. On the digital front, we leverage platforms like Meta and Google Ads to attract new clients. These digital mediums are particularly effective for new business development and client acquisition, allowing us to reach a wider audience and showcase our latest collections and offerings.
However, for our existing clients, we prioritise traditional marketing methods. We highly value the relationships we have built over time and often rely on references from our loyal customers. This referral system plays a significant role in our marketing efforts, helping us to reacquire and retain old clients.
In addition to referrals, we also engage in direct customer outreach. This involves calling clients who have not visited us recently, offering them special promotions, and inviting them back to experience our latest collections. These direct calls have proven to be an effective traditional marketing method, helping us maintain strong connections with our customer base. Furthermore, we utilise WhatsApp marketing to stay in touch with our clients, blending both traditional and digital approaches. While WhatsApp is a digital tool, we use it in a manner akin to traditional marketing by sending personalised messages and updates directly to our clients.
Q. What campaigns are being done in the coming months?
Currently, we are running our summer campaigns, which focus on two main collections. The first is our Formal Wear Collection Campaign, driven on Meta and Google, highlighting our range of summer wardrobe upgrades. This includes an emphasis on pants, trousers, and our exciting new summer blazers and shackets.
These blazers are available in linen and lightweight wool fabrics, while the shackets are crafted from linen, offering a stylish yet comfortable option for the season. Our target audience for this campaign includes individuals looking to refresh their summer formal attire.
The second campaign is centred around our Summer Wedding Collection, it is created for both wedding attendees and grooms. This collection features kurtas and bundy jacket sets that are ideal for summer weddings, combining style with comfort. Additionally, we offer lightweight sherwanis in pastel colors, designed to keep grooms cool and stylish on their special day. Our ad spend for these summer campaigns ranges between Rs. 50,000 to Rs. 60,000 per month.
As we approach October, we will be gearing up for our primary campaign season, which marks the launch of our autumn-winter collections. During this period, we will significantly ramp up our campaign efforts. Our Formal Wear Collection Campaign will continue, featuring seasonal updates and new designs to cater to the autumn-winter season. Simultaneously, our Wedding Collection Campaign will introduce new styles perfect for cooler months, ensuring our customers have the latest fashion for autumn-winter weddings. The ad spend for these campaigns is expected to increase to approximately ₹1,00,000 per month, reflecting the heightened activity during this peak season.
Q. Could you shed light on the role of Tech in enhancing the online shopping experience?
Technology plays a pivotal role in enhancing the online shopping experience, ensuring it is seamless, personalized, and engaging for our customers. Today, Augmented reality (AR) allows customers to virtually try on clothes and accessories, providing an interactive experience that helps them make informed purchasing decisions and reduces the likelihood of returns. AI-powered chatbots provide instant, 24/7 customer support, answering queries, guiding product selection, and assisting with purchases, ensuring a smooth and responsive shopping experience.
Additionally, high-quality images give customers a detailed view of products, helping them appreciate the craftsmanship and materials used in our designs. With a growing number of customers shopping via mobile devices, we focus on optimizing our website and apps for mobile use, providing a user-friendly and efficient mobile shopping experience. By integrating these technological advancements, Gargee Designers not only improves the online shopping experience but also builds trust and loyalty among our discerning clientele.
Q. What role does AI play for the company from product development to marketing?
The power of AI has become an integral part of our operations at Gargee Designers, it has revolutionised our approach to both product development and marketing. AI tools, particularly ChatGPT-4, have proven to be game-changers. In the design process, AI pushes creative boundaries, expediting tasks and fostering innovation within our collections. It aids in the creation of unique designs, generates engaging content, and assists in comprehensive research tasks, streamlining our workflow and enhancing overall productivity.
On the marketing front, AI enables us to craft personalised and effective campaigns. By analysing consumer behavior and preferences, AI helps us create our marketing strategies to target specific audiences more accurately. Additionally, AI-driven insights guide us in optimizing our social media presence and digital advertising efforts, ensuring our brand remains at the forefront of the luxury fashion industry.
Q. How important are celebrity partnerships in driving sales?
In a market where people idolise celebrities such partnerships are immensely important in driving sales. A celebrity endorsement can profoundly influence consumer behaviour, increasing purchase intent and conversion rates. These endorsements create higher brand recall, ensuring that our products and services remain top-of-mind for consumers.
Moreover, celebrity partnerships enable us to reach a broader audience than traditional advertising methods, amplifying our brand recognition through greater exposure. This widespread reach not only attracts new customers but also strengthens loyalty among existing ones.
Q. Where is the whitespace for growth?
The increasing consumer demand for sustainability presents an opportunity to expand our eco-friendly collections. By innovating with sustainable materials and transparent practices, we can attract environmentally conscious customers and differentiate ourselves in the luxury market. Additionally, the rise of digital and mobile commerce is another promising area. Enhancing our online shopping experience, incorporating AI-driven personalisation, and using social media platforms can help us reach a broader audience and drive sales. Lastly, expanding our presence in emerging markets, where there is a rising appetite for luxury fashion, provides a substantial growth opportunity.