In the ever-evolving landscape of the fashion industry, women today are not just contributors, instead, they are innovators and trendsetters. These are women who are rethinking and re-imagining what most individuals perceive as normal. From entrepreneurs to designers, women are taking the lead in dismantling traditional concepts and ideas and are revolutionizing the way we engage with fashion.
The transformative influence of these trailblazing women spans across diverse domains, from advocating sustainability and shattering gender norms to reviving age-old textiles, designs, and techniques for the modern world; they are re-writing the narrative of fashion and are leaving an indelible mark in its world.
This week, IMAGES Business of Fashion takes a deeper look at the life and achievements of Manjula Tiwari, CEO and MD, of Cover Story Clothing Limited.
About Manjula Tiwari
Manjula Tiwari is a seasoned professional in the field of fashion and lifestyle. She started Cover Story Clothing Limited with a firm belief in the immense creative, manufacturing and management talent available in India, with the aim to build brands and experiences at par with global peers. Ancestry is an expression of Manjula’s love for Indian textiles and the immense pride she takes in Indian heritage and traditions
Education
> Post-graduate in Apparel Merchandising and Marketing from NIFT, Delhi
Career History and Experience
Held key leadership positions and built brands and retail businesses for almost 30 years. Having worked closely with international brands and e-commerce platforms during her tenure at Esprit, Benetton, Wills, Lee Cooper, and Jabong, she is a leader with a keen knowledge of the Indian consumer as well as global best practices.
Current Roles and Responsibilities
On her current roles and responsibilities, Manjula says, “My role is to lead growth for Cover Story and Ancestry and provide mentorship and leadership to make both brands salient in the premium lifestyle space in India.”
Strength:
> Curious and empathetic, which allows Manjula to get a pulse on the market.
> She enjoys looking at what the consumer wants as well as needs and is able to translate those insights into an end product that delights her target group.
> She loves leading a team and getting creative fresh ideas.
Weakness:
> Impatience – she aspires to achieve a lot to be able to stay ahead of the market curve.
Game-Changing Retail Technologies
> RFID
> Data Analytics
> Omnichannel
Skills That Helped Her Succeed
> Her love for products with good quality, longevity, and creative designs.
> Taking calculated risks and not being afraid of failures as she believes every action has a learning to derive from it.
> She keeps the customer at the heart of the process to authentically add value.
Future of Fashion Retail
> Data and technology will be harnessed for the benefit of decision making therefore cutting inventory waste and improving operating metrics.
> She believes consumers will opt for quality and longevity as the audience is becoming conscious of buying less but buying better quality, longer-lasting products.
> Brands will have to have an emotional connection with a story to tell for a compelling emotional connection.
Any role model in the industry
On the subject of role models, Manjula says, “Coco Chanel – as a women entrepreneur creating a fashion revolution that would influence every designer that came after her..”
Lessons learned over the years
On the subject of lessons learned over the years, Manjula says, “Don’t be afraid to follow your heart and believe in yourself. There will always be naysayers but if you truly know your consumers – you can make something that will uniquely solve their problems.”
Changes brought in the industry
Cover Story was launched, with her vision for the brand to help Indian women get access to the best of international trends and offer solutions that are suited to the physical and cultural context. Its popularity can be attributed to this customization of size sets and silhouettes that are specially designed for Indian women.
Life mantra
On the subject of life mantra, Manjula says, “Never give up.”
