"I LEARNT ABOUT STORYTELLING THROUGH CLOTHES"

BW Businessworld caught up with renowned fashion designer, couturier, costume stylist, and entrepreneur MANISH MALHOTRA to discuss trends in the fashion industry and more

- BY: JYOTSNA SHARMA

You have built a hugely successful brand. What advice would you give fashion entrepreneurs starting in the industry today for creating successful businesses?

The most important thing is consistency and really believing in your vision. Don't get carried away by what's trending today, because trends come and go. If you really want to build something long-lasting, you have to understand what excites you and what you want your work to say. Also, understand the discipline that goes behind building a business. Fashion is glamorous on the outside, but at its core, it's about hard work, every single day. It's about constantly learning. If you love what you do, it will always love you back.

What, according to you, are the biggest challenges when selling garments online?

Clothes are not just about how they look; they are about how they feel. When you walk into a store or try on an outfit, you feel the fabric, the drape, the comfort. Online, you lose that experience. For business retailing online, good photography, videos that show the movement of the garment, and styling are key. Communication as a brand becomes very important. You have to help people imagine how the garment will feel on them, and that's how you bridge the gap. In our case, for our ecommerce platform, we ensure that the provided information is extremely detailed, so the client can envision the garment for themselves in its truest form. In addition, we have a team attending to these clients almost instantly, so it becomes a personal experience for them even online.