Fashion retail is by definition, a rapidly evolving industry. Embryonic consumer preferences, changing trends and technological advancements have led to the market witnessing significant shifts in design, production, and marketing strategies.
To succeed in this dynamic, fashion retailers need to turn profitable and at the heart of a profitable fashion business is the product. The simple equation therefore is – the better the quality of your product, the more profitable your business. But managing a product is no simplistic task.
Product management – with an Apparel Product Manager at the center of operations – typically brings together the work of the design studio, pattern cutting and production departments, ensuring a fashion collection achieves the required style, production standards, price points, delivery dates and points of sale.
The job is so advanced that more and more fashion retailers – small scale and large scale – are hiring Product Managers.
IMAGES Business of Fashion brings to you, a series on skilled Product Managers who handle a wide range of responsibilities at various stages of apparel’s life cycle from buying to final delivery. These accomplished experts develop a roadmap for products based on their company’s vision, customer and market research and industry insights.
This week, the spotlight is on Siddhant Aggarwal, Director of Operations, KAZO.
Role & Responsibilities
As the forefront of KAZO’s sales force, Siddhant takes on the pivotal role of spearheading sales teams, orchestrating the seamless operations of the supply chain, and propelling digitalization initiatives to new heights. Leveraging industry knowledge and insights, his overarching objective is to meticulously streamline processes, eliminate inefficiencies, and foster robust brand expansion.
“KAZO’s design and product development process is built around bridging the gap between evolving fashion trends and premium occasion wear. We focus on amalgamating these trends into fashion-forward styling that maintains a unique personality and contrast, distinguishing our brand. Our collections are not only fashionably appealing but also highly wearable and practical, catering to the modern woman. We prioritize delivering value by offering affordable yet high-quality garments designed to meet the needs and preferences of today’s fashion-conscious consumers,” he says.
He goes on to explain that the brand closely monitors runway shows, fashion weeks, industry publications, trend reports, and consumer insights to identify emerging styles, color palettes, and silhouettes.
“This allows us to identify emerging styles, color palettes, and silhouettes that resonate with our target audience. We also prioritize understanding what resonates with our target audience to create new products that align with their preferences and expectations,” he states.
Balancing Current Trends with Timeless Pieces
As a retail women’s clothing brand, KAZO’s primary goal is to add value for its customers by adapting trends that suit the Indian market.
“We do this by incorporating impeccable craftsmanship into our products,” says Siddhant, adding that their attention to detail is evident through the use of handwork, trims, delicate embellishments, embroidery, and other intricate elements.
Towards this, a lot of considerations go into selecting the materials for their products.
“We understand the importance of sustainability and ethical practices in the fashion industry. In selecting materials for our products, KAZO focuses on including and considering premium quality materials that are crafted with ethical practices and sustainable materials. Our product pieces reflect our commitment to eco-friendly choices, featuring recycled and low-impact materials that reduce our environmental footprint,” Siddhant explains.
He adds that KAZO aims to contribute to a more sustainable fashion by using BCI cotton, recycled polyester, and innovative eco-friendly materials that minimize environmental impact. By repurposing polyester materials, the brand reduces the demand for new resources and minimizes waste, thereby making a positive environmental impact.
Consistency, Quality & Market Research
Siddhant says that part of his role includes outlining a quality control process for the brand, which he works to fortify by occupational health and safety certifications, and which involves in-house sourcing inspections and warehouse checks to meticulously assess the initial quality of materials.
“Our accredited vendors uphold our quality standards, following rigorous quality control protocols in their compliant factories. We highly regard feedback from our managers and consumers, swiftly addressing any identified issues to ensure top-notch product performance and quality,” he states.
He goes on to explain that market research is paramount to the brand’s strategic approach to meet changing consumer demands, be it the call for sequins and party wear during festive seasons or the surge in circular fashion practices like recycling and upcycling.
Siddhant’s Top 3 Technologies & Innovations
- The adoption of sustainable materials and ethical practices to meet eco-friendly demands
- The implementation of advanced software solutions, including robust ERP systems, plays a pivotal role in minimizing human errors while enhancing allocation and purchasing processes.
- Omnichannel experience for accelerated turnaround times for online platforms and EBOs
Siddhant’s Top 3 Challenges
- Staying ahead of the curve in providing newer and improved products that align with shifting consumer preferences and buying behaviors is a constant challenge.
- While the fashion market tends to lean heavily towards discount-oriented strategies, our commitment to maintaining value and quality over steep discounts presents a unique challenge.
- The need to maintain robust and resilient supply chains, consistently delivering the right quality products at the right time, is a critical challenge.
The brand, which has recently welcomed Janhvi Kapoor as its brand ambassador is committed to enhancing its offerings and delivering unique shopping experiences for customers.
Siddhant’s Favourite Collection
One of the standout moments in our brand’s history was the launch of its AW22 collection. “This collection holds significant meaning for us as it marked a pivotal period of transformation in our brand’s style and offerings. During this season, we introduced a diverse range of options, particularly in the realm of glamorous and party-wear attire,” says Siddhant.
“What makes this collection even more meaningful is the timing of its release. It emerged shortly after the challenges posed by the pandemic, and it served as a testament to our brand’s resilience and adaptability. The AW22 collection not only resonated with our customers but also contributed to a remarkable surge in sales, reaffirming the strength and enduring appeal of our brand,” he concludes.
