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IN CONVERSATION WITH TEAM KFL

JASMEEN DUGAL  (click here to know more about this blogger)

Kaamaa Fashion Lounge is a game changer—not just in India but on the world Fashion map. The conglomerate is poised to transform fashion retail and structured marketing through its brick-and-mortar axis. With its physical store spread 100,000 sq. ft. in Pune, KFL integrates fashion, beauty, wellness, world cuisine and entertainment, addressing consumers' 360-degree retail requirements while maintaining unprecedented levels of retail standard, expertise and profitability. In conversation with Christina Bharwani, Promoter, KFL and Dipankar Zalpuri, You, Me and We PR.

 

What inspired the launch of pioneering concept Kaamaa Fashion Lounge?

 

Researching Fashion extensively, we perceived a noticeable need gap in fashion retail marketing. Even though technology is providing Internet across the length and breadth of India and there are app. 28 crore mobile phones with Internet access, we could not find Indian designers' presence online. They simply have physical presence in retail and at shows — and that is not enough! Besides, designers expect the market to buy what they produce. But, are they in line with the seasons? Are they catering to all segments particularly the large youth market? No! Instead, the stalwarts of Indian fashion are struggling to keep pace with increasing digitisation and finding themselves stuck in obsolete marketing practices that involve celebrity-driven shows or paid media coverage. They are not employing structured marketing the way it should be done. This is where we step in — and ask them which market they wish to address, in which part of the world, in which season — and make it happen.

 

How did you conceptualise KFL as a hub where fashion- wellness- beauty- fine dining and entertainment converge?​

 

We wish to engage the consumer completely. KFL will showcase collections of 200+ designers and each of these designers will get a personalised display space. There will be couture, pret and accessories i.e. everything. But, Fashion is not just clothing and accessories! For instance, each time a customer walks in, we have a 360-degree camera that will shoot them from different angles and superimpose new styles on their body forms and e-mail it to them! We have a fashion ramp that will showcase the hottest styles and consumers can head to the exhibit area to check its pricing and purchase it! A Yoga centre, fitness center and spa take care of inner grooming. Tired and hungry? Take a breather at 20,00 sq. ft. World Gastronomy Lounge which serves world cuisine. We also have a cigar lounge, Sheesha lounge, World Spirit Bar and World Desserts. It is a 360-degree retail experience.

 

Would you be curating the best of Indian fashion alongside new edgy designers?​ ​

 

Yes! Customer engagement is crucial. We have to be there for all markets and cater to all price points. So, we will have the best of Indian fashion alongside new designers. KFL will be a one-stop shop for casuals, formals, bridal wear, party wear, resort, inner wear, accessories etc. We will also give weavers a platform for weavers to work directly with designers and that itself will revolutionise Indian Fashion. This essentially means we have steely determination to get things done, find ways around the impossible and view challenges as opportunities.We will move forward exponentially and collaboratively.

 

In a nutshell, what do designers collaborating with KFL get?

 

KFL is gearing up to transform Indian designers into super brands! Our merchandisers and consultants are going to make them a success story in fashion retail. In a nutshell, designers collaborating with KFL get::

Branded retail space with lifestyle managers and personal shoppers

International buyer exposure

A seasonal collection shoot

A fashion film

Massive digital and social media push

Guaranteed space in leading print media

Clustered events with guaranteed footfall

National and International Fashion shows at NO extra cost

International trade and trunk shows

Production support for fast selling styles

 

Why did you choose Pune for KFL physical presence? Is expansion to other regions on the cards?

 

Many would consider Mumbai or Delhi to be the first choice for a conglomerate like KFL. But research shows that Pune has 19 lac students and 50 lac professionals in and around the city. The city also gets about 20 per cent of the total investments that come into India and Pune residents average per capita income is more than that of Mumbai residents! Their desires and aspirations are sky rocketing and there is nothing to satiate their hunger. That is why we chose Pune. What is the way forward? To go global! Kaamaa Fashion Lounge in Pune is representative of what we want to create in different parts of the world. Let the world come and see what we have to offer!! PS shortly, we will have presence in Jakarta and New York.

 

Do you feel there is dearth of fashion students who meet the requirements of the competitive global market​​? Is that the inspiration behind KFL Fashion Institute?​

 

Yes! There was a lack of fashion students who meet requirements of today's International fashion marketplace. KFL reshapes the way Fashion is taught, disseminated and inculcated in students; they are given opportunities to participate in fashion weeks worldwide, get design briefs from acclaimed fashion designers and stylists, learn hair and make-up, etiquettes for International markets and business presentation skills. A-list designers double up as faculties from across India, Paris, Milan, New York, Jakarta and Tokyo alongside International faculty committed to delivering practical experience and exposure to the latest workshops, softwares, studios, research archives and world design. Here, fashion education is fluid, flowing and dynamic. International faculties, fashion experts as well as internships and exposure to the world fashion value chain through International exchange programs form the crux of training at KFL Fashion Institute. The primary objective is to directly employ our students of fashion design, fashion photography and other allied fields graduating from our fashion finishing school.
 

KAAMAA FASHION LOUNGE
KFL Promoter Christina Bharwani; You, Me and We PR, Dipankar Zalpuri
 
13-AUGUST-2017
 
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