Branding, new projects highlight at CMAI’s Ivy League

Clothing Manufacturers Association of India (CMAI) organized an interactive session recently in Mumbai to discuss their recent activities. Also on the agenda was a lecture on ‘Branding in the 21st century’ by Kiran Khalap, Brand Consultant,

Author and Founder of Chlorophyll Brand and Consultancy.

CMAI’s projects

on a roll

CMAI President Rahul Mehta initiated the discussion on CMAI’s activities at the meet. Addressing IVY League members he said they had a meeting with the minister of textiles and three of CMAI’s proposals have been accepted. First relates to skill development, which is likely to be funded by the government. CMAI has been approved as one of the authorized associations and agents for providing skill development. Training will continue at the CMAI Training Institute. Second project is on ‘sizing’ in India. Worldover countries follow standard sizes but in India there is no common standard for sizes. The government has agreed to fund a study, where CMAI can measure around 20,000 people in India. The work on it is still underway and may take a year or more.

“The third project relates to promotion of handloom products in modern retail. Central and Shoppers Stop have agreed to work with us. For a month, they will stock and sell handloom weavers’ products in their stores. And by February or March, all brands and manufacturers and retailers will be given handloom options. By next Diwali, every brand and retailer in India will sell five percent of their range in handloom. Top line brands have agreed to participate. The government will spend about Rs 10 crores on advertising this development,” Mehta added.

Right ways of branding

During the event, CMAI also felicitated the team for putting up an excellent 57th National Garment Fair held from July 1 to 3, 2013 in Mumbai. The fair broke all past records with nearly 600 stalls.

The insightful lecture by Khalap on ‘Branding in the 21st century’ had him sharing his experiences on branding in the clothing industry. He gave examples of Zara who has thought differently by adopting fast fashion with a strong supply chain. He was of the view that every brand should be able to know what they stand for and the brands should be able to detect DNA and relate to the target audience.

GAP, Khalap said, had changed its logo and had to face big challenges from consumers who wanted them to continue the same GAP logo. Khalap pointed out that the social media is gaining momentum and will be an important tool for brand building. “Internet and applications will be the future of branding. Brands will be able to go close to consumers in virtual sense,” he opined.