Brand Case Study: Manish Malhotra

Brand History:

Manish Malhotra is one of India’s most celebrated fashion designers, known for his opulent and glamorous designs that have redefined Indian fashion, especially in the context of Bollywood. His brand history is a testament to his journey from a young, ambitious designer to a global icon in the fashion industry.

Early Beginnings and Rise in Bollywood:

Manish Malhotra began his career in the fashion industry in the late 1980s as a model, but his true passion lay in designing clothes. He got his first big break in Bollywood with the film “Swarg” (1990), where he designed costumes for actress Juhi Chawla. However, it was his work on the film “Rangeela” (1995) that catapulted him to fame. The film’s success and the fresh, contemporary looks he created for actress Urmila Matondkar established him as a favorite among Bollywood stars. Manish Malhotra revolutionized Bollywood fashion by blending traditional Indian elements with modern silhouettes, creating a new aesthetic that resonated with the youth of the time.

Establishment of the Brand:

After his initial success in Bollywood, Manish Malhotra expanded his horizons by launching his own label in 2005. His eponymous brand quickly gained recognition for its exquisite craftsmanship, luxurious fabrics, and intricate embroidery. Malhotra’s designs became synonymous with grandeur and elegance, making his label a go-to choice for brides and celebrities alike. His bridal collections, in particular, set new standards for wedding fashion, with their rich color palettes, intricate details, and a perfect blend of tradition and modernity.

Expansion and Global Recognition:

Over the years, Manish Malhotra’s brand has grown into a multi-faceted empire. His designs have graced some of the biggest names in Bollywood, including Kareena Kapoor, Priyanka Chopra, and Deepika Padukone. He has also dressed international celebrities such as Kylie Minogue, Reese Witherspoon, and Naomi Campbell, further cementing his global appeal.

Digital Presence and the Future:

Manish Malhotra was one of the first Indian designers to embrace social media, using platforms like Instagram to showcase his collections and connect with his audience. His digital presence has played a significant role in expanding his brand’s reach globally. In 2020, he further expanded his brand by launching a virtual store, offering a seamless online shopping experience.

Malhotra has also ventured into the world of beauty with his own line of cosmetics, further diversifying his brand. His vision for the future includes not just expanding his fashion empire but also contributing to the preservation of traditional Indian crafts and textiles. Through his work with artisans across the country, he aims to keep India’s rich heritage alive while continuing to innovate in the world of fashion.

Brand Founders:-

The Manish Malhotra brand was founded by the designer himself, Manish Malhotra. Born on December 5, 1966, in Mumbai, India, Manish Malhotra started his career as a fashion designer in the late 1980s. He is the sole founder and the creative force behind the brand.

While Manish Malhotra is the brand’s founder and primary creative leader, the success of the brand is also supported by a dedicated team of professionals who manage various aspects of the business, including production, marketing, and operations. However, the brand remains closely associated with Manish Malhotra’s personal design philosophy and artistic vision.

Brand Productline:-

Manish Malhotra’s brand product line is a luxurious blend of traditional Indian craftsmanship and contemporary fashion, catering to a diverse range of fashion needs. The brand, synonymous with opulence and glamour, offers a wide array of products that include couture, bridal wear, men’s wear, diffusion lines, and even beauty products. Each product line reflects Malhotra’s commitment to quality, intricate detailing, and innovative design.

1. Couture and Bridal Wear
2. Men’s Wear
3. Diffusion Line
4. Manish Malhotra Beauty Products (MyGlam)
5. Accessories and Footwear
6. Home Decor

Brand Marketing strategies:-

Manish Malhotra’s marketing strategies are a blend of traditional fashion industry practices and modern digital techniques, all designed to strengthen his brand’s presence in both the Indian and global markets. His approach is multi-faceted, leveraging his strong ties with Bollywood, digital platforms, and exclusive events to create a powerful brand narrative.

1. Bollywood Integration
2. Celebrity Endorsements and Social Media Influence
3. Digital Presence and E-commerce.
4. Exclusive Fashion Shows and Events
5. Collaborations and Diversification

Brand Selling methods:-

Manish Malhotra’s selling methods are a blend of traditional luxury retail practices and modern digital strategies, aimed at maintaining exclusivity while reaching a broad audience. Here’s a concise overview of his selling methods:

1. Exclusive Boutiques and Flagship Stores
2. High-profile Fashion Shows and Events
3. Celebrity Endorsements and Collaborations
4. E-commerce and Digital Presence
5. Personalized and Bespoke Services
6. Diffusion Lines and Accessible Collections
7. Strategic Store Locations and Pop-Up Shops

Legal Cases involving Brand:-

Manish Malhotra, the renowned Indian fashion designer, has been involved in legal battles to protect his brand. Here are a couple of notable instances:

1. Pakistan Legal Forum Case:
   • Manish Malhotra filed a plea in Pakistan’s quasi-judicial trademark and copyrights authority against a well-known textile firm that was using the ‘Manish Malhotra’ trademark without authorization.
   • His concern was that this unauthorized use might impact his flourishing business in Dubai, where affluent Pakistanis often shop for haute couture.
   • The plea claimed that Manish Malhotra’s brand is well-known under the Trademark Ordinance 2001 of Pakistan, even without formal registration or actual sales in the country.
   • While he usually takes legal action against imitations worldwide, in this case, he expressed openness to an out-of-court settlement.
2. Reliance Brands Acquisition:
   • Reliance Brands Limited (part of Mukesh Ambani’s Reliance Industries) acquired a 40% stake in the ‘Manish Malhotra’ brand to accelerate its growth in India and globally.
   • This strategic move aimed to enhance the couture house’s presence and influence.

Brand Competitors :-

Manish Malhotra’s brand operates in the luxury fashion segment, primarily focusing on high-end bridal and couture wear. His competitors include other leading fashion designers and brands that offer similar high-quality, luxurious products. Here are some of the notable competitors:

1. Sabyasachi Mukherjee
2. Abu Jani Sandeep Khosla
3. Tarun Tahiliani
4. Anita Dongre
5. Falguni Shane Peacock
6. Rohit Bal
7. Jade by Monica and Karishma
8. Kanika Kapoor

Brand Target Audience:-

Manish Malhotra’s target audience primarily consists of affluent individuals seeking high-end, luxurious fashion. His target demographic includes:

1. Affluent Brides and Grooms
2. Bollywood Celebrities and Influencers
3. Fashion Enthusiasts and Socialites
4. International Clients
5. High-net-worth Individuals (HNWIs)
6. Fashion-forward Young Adults
7. Custom and Bespoke Clients

Author : Bipasha Rajak