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Sabyasachi x H&M: A classic example of a great game, a successful legacy and a marketing masterpiece

The collaboration between Swedish clothing giant H&M and Indian fashion designer Sabyasachi Mukherjee has been in the news recently and is a case study on building a brand using the power of social media communication.

For H&M, this partnership is a continuation of years of high-end collaborations that began with Karl Lagerfeld in 2004, and with others like Alexander Wang, Diane von Furstenberg, Stella McCartney and even with pop stars like Madonna and Kylie Minogue.

With an Indian fashion designer, it was a first. For Sabyasachi Mukherjee too, this is a first with a big box retailer. He has previously worked successfully with French shoe designer Christian Louboutin and New York-based luxury department store Bergdorf Goodman.

Read also: Here’s how Saritoria is delivering pre-loved couture to the South Asian community at a low price

As is the case with such high profile collaborations, sometimes the retailer is not able to keep pace. The announcement of the launch comes with huge traffic to online stores, and they are unable to keep up with demand, get stuck or go offline altogether.

This is exactly what happened with the announcement of Sabyasachi x H&M. The internet got dizzy and the website nearly collapsed with the collections nearly sold out.

Whatever the reviews say, the collection’s bohemian-chic vibe immediately caught people’s attention. The sold-out shows that the collaboration has been successful and that the marketing has been perfect.

In the long term, the success and sustainability of this collaboration will be to be said for the moment. When it comes to the Sabyasachi brand and online consumer engagement, this is already a big hit that other fashion brands should take note of.

For companies that strive to build relationships with their consumers and intend to expand their geographic reach as well as a wider socio-economic class, the impact of this collaboration on social media deserves. to be studied.

H&M sells sari, Sabyasachi boosts appeal

It is clear that Sabyasachi has devoted a lot of attention to online interactions with consumers and is aware that online interaction with consumers can increase the brand’s position in the market. #SabyasachiSaree is a trend that never goes out of fashion in India.

This he used to his advantage. This is the first time that H&M has a saree in its collection. As the second largest clothing retailer in the world, it has a presence in 74 countries with more than 5,000 stores under the various brands of the company, and the saree has never been touted as a fast fashion. Imagine, if the trend took off, this would be what saree enthusiasts dream of.

Although it was widely trolled for its ordinary character, the saree sold out in the blink of an eye. “I hope this will spark a cross-cultural exchange and a sense of wonder to discover and embrace what modern Indian design has to offer,” Sabyasachi said. Printed with images of old Calcutta, the pallu design of the saree served the romance and nostalgia for which Sabyasachi is known.

Read also: Aditya Birla Fashion buys 51% stake in Sabyasachi for Rs 398 crore

It was thanks to Sabya, the king of Indian bridal wear, whose saris are worn by the best Indian actresses and celebrities and remain largely out of reach for the ordinary woman, that he made this possible.

Still expensive at Rs 10,000, the sari part of his H&M collection of 70 items (which includes accessories) is a statement.

Her bridal wear is one of the most coveted by Indian brides due to its aesthetic of gorgeous rich textiles, chintz, floral and bold prints where a tribute to Indian heritage is visible. Despite the synthetic and viscose fabric of the High Street collection for H&M, he has not strayed from his own heritage and his work.

He communicates directly

Communication plays a vital role in building the brand on social media. Standards of information sharing and communication flow (J Mohr, 2013) on social media can convince fashion and luxury consumers to buy when even the rich are cutting back and sales are down in high street stores. detail.

Unlike many reluctant designers, Sabyasachi Mukherjee speaks directly to his followers. He is his own brand and this has been carefully represented in his online presence.

Sabyasachi’s official Instagram account’s 4.7 million followers see him in the latest reels on the H&M collection.

The message is relevant and the androgynous symbolism is subtle and poignant. You see Sabya come out of the pool and pose with a laugh with her models for the H&M collection, making it almost as accessible as the collection itself.

To top it off, he posted a “from me to you” post after the debacle of the website crash and the collection’s sale. He did this about #makeinIndia.

He said: For a long time my pet peeve was that on a global scale we were considered a manufacturing country. I’ve always wanted to break that glass ceiling, but on my own terms and in my own way. Where Designed in India, would stand strong next to it, Made in India. There is a market ready for all of us, there is only one secret to unlocking it – just be yourself. Whoever you are. Shamelessly.”

The fact that he uses the “Bengal Tiger” as a logo and “large format” models for his shoots, Sabyasachi Mukherjee immediately connects with his audience.

The very popular show he did called ‘Band Baja Baarat’, had many reruns, where a few lucky girls were dressed for their wedding by Sabyasachi himself. It wasn’t just smart marketing, making him India’s most desirable keychain designer, but also making him more human.

His interactions with people, brides, their parents, and attention to detail – where he comes in for the final “Chunri” touch to finish the set, make him look like a really nice guy. It is an image that he has carefully preserved and carefully nurtured.

Sabyasachi’s strategy is a testament to the fact that social media provides the opportunity to reach consumers in active communication and engage through regularly updated content that catches the attention of its subscribers.

Online engagement requires regular frequency, two-way engagement, and a clear strategy. Done well, it improves brand loyalty and trust.

(Vineeta Dwivedi teaches communication at SPJIMR Bhavan (SP Jain Institute of Management and Research). Opinions are personal.)

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