Storyboard18 | Pandemic didn't hurt sales of luxury brands in India. Here's why

#covid impact, #digital messaging, #luxe market, #luxury brands, #Storyboard18, #video assisted sales, Indian luxury market, Versace, Ralph Lauren, Ted Baker, Karl Lagerfeld, Madura Fashion and Lifestyle, Aditya Birla Nuvo Ltd, Fabergé, the company

Strategies like digital messaging and video assisted sales helped prop up sales of international luxury brands like Hermès and Armani in India. (Image: Shutterstock)

The pandemic might have restricted international travel but that hasn’t stopped the luxury connoisseur from picking up their favourite Hermès bag, Armani suit or M.F. Husain painting. Thanks to the extra attention to communication, customization and marketing strategies, luxury brand sellers have managed to push sales and drive growth throughout 2021.

With renewed focus on digital messaging and video-assisted sales, the Indian luxury market has grown in double digits.

The Collective, for instance, that retails over 100 international luxury brands, including Versace, Prada, Paul Smith, Ralph Lauren, Ted Baker, Karl Lagerfeld and others, in India, managed 3.5% growth in revenue in 2020 (against 2019).

Topical marketing with messages woven around the reality of the consumer has been the key focus for The Collective that is owned by Madura Fashion and Lifestyle, a division of Aditya Birla Nuvo Ltd.

“The reason why we could grow was because we managed to continue our relationship with our customers right from the beginning. From talking about our brands, our products to churning out music playlists for relaxation we’ve done it all for our customers,” says Amit Pande, brand head, The Collective and International brands.

Personalization of experiences 

The team also deployed PRMs. All of their top customers are assigned one personal relationship manager who has complete knowledge of the customer’s size, colour preferences, lifestyle, etc.

“With the PRM we could curate collections for each of our customers which they were given access to online. Once they liked a product they could check it out on the website and place orders. We made sure we delivered it to their homes irrespective of their location,” Pande adds.

The first such order through a personal relationship manager (PRM) in Delhi was placed from Visakhapatnam where The Collective doesn’t have a store. The Hugo suit the customer ordered was shipped to him from Mumbai.

Upbeat about growth, the brand is spending generously on digital advertising and is also on an aggressive expansion spree. The luxury retailer is exploring new geographies to expand and from 26 outlets presently they are looking at a 50-60 store network in the next two years.

However, it is not just The Collective that focused on pushing online sales and personalized services. Most other premium brands in the segment followed the same hack.

“During the initial days of the pandemic, we called our customers and if they wanted to try a product before purchasing, we made sure the services were activated. The customer experience was still kept at the maximum and it could not be at the storefronts so we planned to get it at the customer’s home,” says Tushar Ved, president, Major Brands (India) Pvt. Ltd that retails international brands like Charles & Keith, Aldo and now Victoria’s Secret in India. From a meagre contribution of 4% sales generation, digital sales have shot up to 30% for Major Brands.

Another fine jewellery brand Fabergé also took the same route. “From keeping our clients updated with individually tailored newsletters and stories, to hosting Zoom ‘By-Appointment’ meetings, we were able to continue the high level of service that our clients expect,” says Josina von dem Bussche-Kessell, Global Sales Director at fine jewellery brand Fabergé.

Luxury at home

Sales and revenue in the category have been more than impressive in periods of repeated lockdowns, curfews and travel restrictions.

According to financial data accessed by business intelligence platform, Tofler, for Christian Dior Trading India Private Limited the income from operations for the year ended 31 March 2021 stood at Rs87.3 crore (approx.) against the previous year’s income of about Rs57.1 crore.

The last numbers available from Louis Vuitton India Retail Pvt. Ltd show no reds. For the year ended 31 March 2020, the gross income of the company was Rs 285.52 crore as against Rs 245.29 crore in the previous year.

Turns out, according to market and consumer data experts Statista, revenue in the luxury goods market amounts to US$5,943m in 2021. The market is expected to grow annually by 8.03% (CAGR 2021-2025).

The numbers do not just indicate the growth of the brands in the country but also the spending capacity of the Indian luxury buyer.

According to the Knight Frank Wealth Report 2021, Asia topped their five-year UHNWI (Ultra High Net Worth Individuals) growth forecast with 39%, led by Indonesia at 67% and India at 63%.

The wealth growth forecasts in the same report predict India’s threshold in the category to almost double over the next five years.

Interestingly, the growing spending capacity is also pushing the price of luxury items. Especially artwork.

“There are more buyers than artworks available in the market,” says Lavesh Jagasia, founder and managing director at Dubai-based auction house Artiana.

“Since people stayed mostly indoors in the last two years they got a chance to introspect on how they’d want their homes to be.  Especially those who have an eye for exquisite artwork used the time to procure the rarest of rare works at premium price,” Jagasia says.

Artiana’s two biggest sales were to an Indian buyer who bought Sakti Burman’s artwork Reve for Rs 2.5 crore and Francis Newton Souza’s work Landscape with Tree for Rs4 crore.

News Related


This Game-Changing Investment App Will Help You Build Long-Term Wealth and Satisfy Your 'Voyeuristic' Desire to See Where Other People Put Their Money

Women are better investors than men, a 2021 Fidelity study found. Yet some estimates suggest that as few as 26% of women have invested in the stock market, a staggering ... Read more »

Storyboard18 | Ad budgets won't take a major hit due to the price hike: Mayank Shah, Parle Products

Prices of fast-moving consumer goods (FMCG) such as biscuits and personal-care items could continue to rise this quarter as FMCG companies try to counter inflationary headwinds. Storyboard18 caught up with ... Read more »

Chinese tech giant Tencent sacks 70 employees amid campaign against fraud

Companies like Tencent have been accused of being monopolistic and violating the rights of users. Chinese gaming and social media giant Tencent sacked 70 employees in a campaign against fraud ... Read more »

Why is Republic Day of India celebrated on January 26?

The main event for Republic Day is a massive parade held in New Delhi. Republic Day is one of three Indian national holidays and it commemorates the enactment of the ... Read more »

100 Crore Club: Will Allu Arjun starrer 'Pushpa: The Rise' (Hindi) make it through?

Allu Arjun in ‘Pushpa: The Rise’. (Image: Screen grab) Five weeks in, the Hindi version of Pushpa: The Rise has made Rs 91 crore at the box office. It is still playing in ... Read more »

Report: Mega Iceberg Melting Dumps 152 Billion Tons of Water Into Ocean, Could Have 'Devastating' Effects on Environment

If you’ve ever thought about what happens to the water once an iceberg melts, the answer is nothing good. Gallo Images/Orbital Horizon/Copernicus Sentinel Data 2020Gallo Images/Orbital Horizon/Copernicus Sentinel Data 2020 ... Read more »

Dogecoin: Elon Musk's condition for eating McDonald's Happy Meal on TV

Elon Musk had announced on January 14 that Dogecoin could be used to buy Tesla merchandise. Tesla boss Elon Musk will eat McDonald’s Happy Meal on television on one condition: ... Read more »

Anushka Sharma's production house signs Rs 400 crore deal with Amazon, Netflix: report

Clean Slate Filmz has produced movies NH10, Phillauri and Pari for the theatres, which all starred Anushka Sharma in the lead. Actor Anushka Sharma and her brother Karnesh Ssharma’s production house ... Read more »

BSE gets exclusive rights to Vijay Kedia's jingle 'BSE meri jaan ho tum'

Visuals from the BSE event felicitating Vijay Kedia The Bombay Stock Exchange (BSE) on January 25 signed an agreement with Kedia Securities Managing Director Vijay Kedia for exclusive rights of his ... Read more »

Spinning Success In The Used Car Business

The Indian used-car market is estimated to reach sales of 6.7 Mn to 7.2 Mn units per year by 2022. Cashing in on the massive opportunity is the used car ... Read more »

Centre uses Ashneer Grover's Shark Tank India line for Covid message. His response

BharatPe co-founder Ashneer Grover Ashneer Grover is the most prominent Shark Tank India judge. MyGov, the government citizen engagement platform on Monday released a COVID-19 awareness message using a viral ... Read more »

Row over Karnataka farmer turned away from Mahindra showroom, Anand Mahindra calls it an 'aberration'

Mahindra Group has said that it is investigating the incident. “We ensure the respect and dignity of all our customers,” it said. Mahindra Group Chairperson Anand Mahindra on Tuesday responded ... Read more »

Best smartphones under Rs 15,000 in India: Micromax In Note 2, Realme Narzo 30, Redmi Note 10 and more

Moto G51: The budget 5G smartphone from Motorola comes with a Snapdragon 480+ chipset and 4GB of RAM. It packs a 5000 mAh battery and sports a triple-camera setup on ... Read more »

When Lucknow Super Giants owner Sanjiv Goenka was told by numerologist that 'Supergiants' won't work

Although team owner Sanjiv Goenka had clarified that he did not consult the numerologist often, the name of his first team “Rising Pune Supergiants” was eventually changed to “Rising Pune ... Read more »

When a numerologist told Lucknow Super Giant owner Sanjiv Goenka 'Supergiants' won't work for him

Although team owner Sanjiv Goenka had clarified that he did not consult the numerologist often, the name of his first team “Rising Pune Supergiants” was eventually changed to “Rising Pune ... Read more »

Storyboard18 | Battle for Bharat: Snapdeal's new campaign taps into the aspiration of small town India

Snapdeal’s new ad film connects to its theme of good quality but value-priced assortment that cater to mid-income families. As smaller Indian cities are now accounting for bigger volumes of ... Read more »

From 'Giant hugs' to 'Super welcome': How other IPL teams welcomed Lucknow Super Giants

Lucknow Super Giants will have KL Rahul as its skipper. (Image: Twitter @LucknowIPL) After Sanjiv Goenka’s Indian Premier League (IPL) team revealed its name on Monday evening, other IPL teams rolled ... Read more »

Happy Republic Day 2022: Wishes and messages to send to your family and friends

Happy Republic Day: India will celebrate its 73rd Republic Day on January 26, 2022. India will celebrate its 73rd Republic Day on January 26 to mark the date on which ... Read more »

From 'Giant hugs' to 'Super welcome': This is how other IPL teams welcomed Lucknow Super Giants

Lucknow Super Giants will have KL Rahul as its skipper. (Image: Twitter @LucknowIPL) After Sanjiv Goenka’s IPL team revealed its name on Monday evening, other IPL teams rolled out the red ... Read more »

College campuses are spearheading India's ‘techade'

Multipurpose drones that do everything from analysing pollution levels to servicing wind turbines; hyperloop pods that take you from Delhi to Mumbai in an hour; super-pigeons that poop soap to ... Read more »

Budget smartphone under Rs 15,000 in India: Vivo Y21A launched with 5000mAh battery, 13MP dual-camera

Vivo has launched a new budget smartphone in India under the Y-series. The company has unveiled the Y21A, which is priced under Rs 15,000 in India. It competes against the ... Read more »

Republic Day 2022: 10 movies to watch as you celebrate the day

Republic Day 2022: ‘Lagaan’ and nine other movies for your January 26 watchlist. (Image credit: Aamir Khan Productions) India will celebrate its 73rd Republic Day on January 26. Republic Day marks ... Read more »

Micromax In Note 2 launched in India with iPhone 13 and Samsung Galaxy S21-inspired design

Micromax In Note 2 price in India is set at Rs 13,490. Micromax In Note 2 launched in India is a new budget smartphone under Rs 15,000. The company has ... Read more »

Woman who survived 2015 Paris attacks 'shocked' after X-ray ends up as NFT

The attack on the Bataclan was part of a wave of shootings and bomb attacks in Paris on November 13, 2015. A French woman who survived the 2015 attacks on ... Read more »

'Ozark' is back with part one of final season, fans can't wait for more

No. 7 | Show: Ozark | Genre: Crime/Thriller (Image: Netflix via AP) Netflix crime drama Ozark is back for its fourth and last season but viewers will have to wait ... Read more »

Airtel Commissions 21 MW Solar Power Unit in Maharashtra

Bharti Airtel, India’s premier communications solutions provider, has announced the commissioning of a new 21 megawatt solar power plant in district Bhuldana, Maharashtra as part of the company’s commitment to ... Read more »'s People Group Has Interesting Plans For 2022 Including A Dating Platform

Anupam Mittal-led People Group is all set to launch a revolutionary matchmaking platform on January 31, 2022, which will cut across many of the group’s brands such as and ... Read more »

Bob Dylan sells his entire recorded music catalog to Sony

Bob Dylan was signed to Sony’s Columbia Records in 1961, and recorded his debut album the same year. Bob Dylan sold his entire back catalog of recorded music along with ... Read more »

National Voters' Day 2022: Significance, celebrations and the theme this year

National Voters’ Day 2022 marks the foundation day of the Election Commission of India. India is celebrating its 12th National Voters’ Day on January 25. The occasion marks the foundation ... Read more »

Daler Mehndi to perform at metaverse concert on Republic Day

Daler Mehndi’s metaverse concert will be held on January 26. Daler Mehndi, popular singer and entertainer, will hold a Republic Day music performance in the metaverse, an immersive 3D version ... Read more »

Actor Evan Rachel Wood says musician Marilyn Manson raped her during video shoot

Evan Rachel Wood began dating Marilyn Manson in 2006 when she was 18 and he was 37. US actor Evan Rachel Wood has accused goth rocker Marilyn Manson of raping ... Read more »

Republic Day 2022: When and where to watch Republic Day parade LIVE on January 26

Republic Day 2022: With 59 cameras, Doordarshan will beam live every bit of action of the Republic Day parade. With the coronavirus pandemic raging, Republic Day is scheduled to be ... Read more »

Video: Joe Biden caught insulting reporter, calls him 'stupid son of a...'

Joe Biden was attending a meeting of his competition council when the incident happened. US President Joe Biden was on Monday caught on camera using abusive language against a journalist ... Read more »

Man Charged with Assault, Fired From Job After Video of Racist Tirade in Smoothie Shop Goes Viral

A viral TikTok video has resulted in a Connecticut man being fired from his job at Merrill Lynch. Jerome Adamstein | Getty Images 48-year-old James Iannazzo entered a Robeks smoothie ... Read more »

A Deepfake Phone Call Dupes An Employee Into Giving Away $35 Million

“Hi Susan, it’s Gene. Sorry for calling after hours, but I’m travelling. Can you please transfer $35,000 from our business checking account to a new supplier for a deposit on ... Read more »

Peloton Suffers Another Major PR Nightmare as Another TV Show Features a Heart Attack on the Company's Bike

The entertainment world was shook last month during the premier of HBO Max’s Sex and the City reboot And Just Like That when longstanding character Mr. Big (played by Chris ... Read more »

Galaxy Unpacked 2022 date, official poster leaked; Samsung Galaxy S22 launch on February 9

Samsung Galaxy S22 series launch is not far. Samsung Galaxy Unpacked 2022 official date has leaked online. The upcoming Samsung event will be hosted on February 9, where the company ... Read more »

Cruise Ship Changes Course, Docks in Bahamas After U.S. Issues Arrest Warrant

A cruise ship with hundreds of passengers and crew members on board that was supposed to dock in Miami on Saturday headed to the Bahamas instead after the U.S. issued ... Read more »

9 long coats for women that we are swooning over right now

A true style staple, the right longline coat can take any outfit from lacklustre to luxe in seconds. Throw on over a tracksuit and trainers for an instant chic brunch ... Read more »

Budget 2021: Activists seek highest ever allocation for MNREGS at Rs 1.5 lakh crore to tackle rural distress

A person working under the Mahatma Gandhi National Rural Employment Guarantee Act or MNREGA scheme (Image by PradeepGaurs/Shutterstock) In 2021-22, the second year of unprecedented livelihood challenges due to COVID-19 ... Read more »
On you will find lots of free English exam practice materials to help you improve your English skills: grammar, listening, reading, writing, ielts, toeic