BRANDED PRODUCTS ENHANCE EXECUTIVES' IMAGE

The Asian Age(Mar 2004)

By Skimmy Gupta

The most visible groups flashing brands in their clothline and accessories are the youth groups be it college students or young executives. Their fast-paced styles are assimilated rapidly that there is no longer any time lag between their appearance on the street and the production of their upmarket version. The reverse is also often true. The market is, thus, killing any instinct to be 'unique' or 'different' into a 'branding' process. Hence, any trend in the appearance or behaviour of any group invariably finds its way into the market in the guise of some brand product or other.

Brand consciousness is definitely has gripped masses in metropolis city of Mumbai. Even politicians are adorning designer brands. Popular brands of world-class garment labels to sunglasses to electronic gadgets are a part of most city executives. Brands like Versace, Armani,Rayban were a domain of only rich and famous few years back, but not anymore. The rapid globalization has witnessed major world brands making an inroad to city’s showrooms, and the competitive business environment has further made these brands affordable to most societal brackets.

Samaarrpit, Proprietor- Siddhesh Productions feels ” Yes it is important to have branded stuff in ones wardrobe as it speaks about the persons taste. It also gives an insight to the person’s personality and his confidence level. A brand symbolizes quality and quality shines on a face value. Today’s market is a presentation-oriented field and a brand allows an individual the required essence to right presentation. Depending on one’s stature it is either affordable or just desired. I would surely say that brands are expensive and one has to be in an elite bracket. As an individual I am a brand freak and have brands in all my clothline to accessories from Armani to Versace to DKNY to Monc Blanc pens to Compaq laptops to Vancouver glasses. My quality mark has always been first class.”

Maanish Singhania, writer and television director says,” Brands are good to feel and keep pace with time. But it should not rule one’s mind and psychology because it should not become the most vital thing in person’s life. Brand just depicts a defined physical approach .I do not think brands can influence anyone’s attitude, temperament or own personal nature. No doubt it does attracts some people in your peer group but ultimately one makes a mark by what he is and not by what he wears ”.

Ankit Aggarwal, college student and a brand freak states “I always have branded things in my wardrobe. Brands gives you the experience of enjoying quality life .Its an unsaid fact, but true that it is an invisible prize that pays to be accessible to different societies. There are people from certain sections who appreciate only brands and brand consciousness, and its a need of an hour no doubt in todays world. But on the contrary, there are people who feel suffocated marginally due to their unaffordability.

Swati Shah an executive at Image Management Company says, ”It’s a true fact even if one accepts or not that brands do magnify one’s personality. One is respected and admired a lot in Mumbai’s social circle if a person is studded with brands. I love brands and just cant do without them. Nowadays brands are not only for niche class and have become quite affordable. Today everybody has a thing or two branded items in their wardrobe.”

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