“Fashion licensing can be profitable!”

Ms. Neeta Lulla

…avers, Ms Neeta Lulla, a renowned Indian fashion designer with expertise in bridal trousseau. The designer has created a niche for herself in the fashion industry with biggies from Bollywood as her clientele and is a national award winner. Ms Lulla has over 350 movies to her credit, and has showcased at a number of international fashion shows in the US, Canada, Monte Carlo and Rome. In a tête-à-tête with Vrinda Oberai of License India Ms Lulla reveals her future plans and the potential of fashion licensing in the country.

Vrinda Oberai (VO): Please share with us, your latest offerings in the world of fashion?
Neeta Lulla (NL): Dhoti teamed with corset, from my spring summer 2010 collection, received an overwhelming response.

VO: What do you think is the scope of fashion licensing in our country?
NL: With the fashion infrastructure booming in the country, fashion licensing can be profitable as it is a big source of revenue and in turn results in the increase in stock value. Apart from the above it is even helpful in increasing your reach to the consumers implying reaching out to a variety of them.

VO: Fashion licensing has tremendous potential, yet the industry is at a niche stage in India. What, in your opinion are the efforts required in this direction?
NL: Designer’s essential investment needs to be in backend infrastructure and improvising the stock planning. It is very important to ensure, you have strong business activities being carried out in the company.

VO: How does licensing appeal to the fashion designers and fashion houses in India?
NL: Licensing in India is a much more appealing idea to the leading fashion houses instead of designers. Fashion designers would ideally like to establish themselves as brands instead of merging with another brand while on the contrary the idea would appeal to the fashion houses a lot more as it leads to an increase in revenue and consumer reach.

VO: What are the basic criteria which an established fashion designer should look at while identifying customers which would prefer licensed apparel or accessories?
NL: Mostly designers are apprehensive about getting licenses done as they are essentially looking at establishing their own name as a brand. Once the designers target segments and price points are identified and clear the designer can decide or choose which part they want to license.

VO: Where do you see yourself five years down the line?
NL: Five years down the line I see myself with more significant presence in the retail market with entry in the men’s line. Apart from that I am looking forward to establishing a lifestyle brand.

The fashion brands are taking the licensing route to redefine Indian fashion world as consumers are becoming more inclined towards buying licensed products and brands. While fashion licensing is not new to India it is only now that retailers are realising the potential of licensing opportunities in creating a point of difference from their competitors and its role in brand expansion at rapid pace with low investment.

Interviewed by Vrinda Oberai