A Six-Page Journey Through the Enchanting World of Fashion by Sabyasachi

Yesterday, I witnessed a phenomenal display of products by Sabyasachi, not at some event or on TV, but right inside my house on top of the newspaper. Yes, I am referring to the 6 front-page glossy ads in the Economic Times. It got me wondering about the brand's strategy. If this were a conversation, my marketing genius would point out that my expression of being intrigued enough to start beginning to journal my thoughts is the impact of this ad.

My affinity to the designer and the medium were two main reasons why I was drawn to the ad. I remember feeling like a fashion intellect for having the knowledge of Sabyasachi long before the brand became mainstream. In the past, pret and couture fashion were typically only found in the brand identity windows of 5-star hotels or in hi-gloss magazines. Cut to now, with the rise of digital media, we see engaging videos of designer creations at the tip of our fingers, satisfying our desire for vanity. While Sabyasachi has always had a cult following, it has been fascinating to see the brand's journey over the years. The transition from being known only in niche fashion circles to becoming more accessible to a wider target group is impressive. However, seeing a designer like Sabyasachi now featuring ads in newspapers makes me wonder if print readers' spending power has increased or if the brand is looking to gain further mass appeal.

As for the medium, I have a strong affinity for print media, both personally and professionally. It was print media that gave me my first ad release, and that was a moment that I felt was worth framing and showcasing in my credentials. I believe that print media has a longer shelf life than other forms of media, and that has only reinforced my appreciation for it. Having worked in the print industry, I feel a sense of pride and camaraderie with the sales team who would have received an RO for this 6-page ad.

The only non-impressive part was, it lacked Innovation, and I expect pioneering approach to print coming from the house of Sabyasachi.

As the brand expands its reach into different media, I can't help but wonder about the strategy behind it all. Does the brand need to reach a wider audience, or is it simply trying to cement its position as a leader in the fashion industry? What would have been the motivation to choose ET? Was 6 pages more impactful than 1 or 2 pages? With Sabyasachi's engaging Instagram handle, it's interesting to consider whether this platform alone could have achieved the same results.

In my opinion, Sabyasachi's journey of transformation showcases the brand's impressive ability to evolve with the times

PS: Views expressed here is my personal opinion

The Economic Times Ashwini Gangal ET BrandEquity IMPACT Weekly Magazine