By Vipin Agnihotri
Latest in a long line of global luxury brands to open shop in India is Lanvin. In my opinion, Lanvin is one of the most revered couture brands and with Albert Elbaz at its helm at this moment of time the brand is quite good. Most of the high-profile people around the world wear it. It includes, Nicholas Sarkozy, Vijay Mallya, Katie Holmes, Demi Moore and Julia Roberts. In other words, people who really understand fashion wear it.
The question now arises: Whether Indians will respond favourably to Lanvin or not? The answer of this question is a bit tricky but once Indian buyers get authentic information about the brand, I am sure they will react positively to it. The best part about Lanvin is that they know fully well how to provide complete range of products while keeping the essence of the brand intact. According to experts, Lanvin is famous for its lounge wear for both men and women, something that you wear when you step out to the supermarket and still want to look trendy.
Another challenge for Lanvin is going to be the fact that Indians are notoriously sensitive to price points and this can affect the progress of the company. Taking this into account, it is of paramount importance that at the initial phase, company explain to the people that why the product is priced at the price point that it is. A shirt, for example, is available anywhere, so why buy an expensive shirt? In other words, everyone is price point sensitive. The beauty of a luxury brand like Lanvin is that they give a lifetime guarantee.
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