Sheetal Mafatlal - Business week international 10th April, 08 What do people look for when buying luxury in India. Are Indian luxury buyers any differ

Business week international answers:-


10th April, 08

Dear Nandini,

Please find the answers:-


1.What do people look for when buying luxury in India. Are Indian luxury buyers any different from those globally.

Unlike other emerging markets - China, Russia, Dubai - India has consistently had its share of super wealthy customers. Western Luxury brands aren’t new to India either. In their heyday, the maharajas were enthusiastic customers for Louis Vuitton trunks and Boucheron and Cartier jewels as well as Osler Chandeliers. What has changed radically is that there is a burgeoning middle class of 300 million people growing by 25 million each year.

A Valentino luxury consumer looks forward to enjoying the experience of shopping. To cater to that desire an ambiance of luxury must be created within the boutique and also be reflected in the surrounding area.

The Indian consumer has been spoilt by our “tradition of being served”. The difference for an Indian to buy luxury products in India and internationally is the “service” and the “recognition” they will receive when they walk into our Valentino boutique in India.

In an international store they will be just a client whereas in a Valentino store in India they will have the privilege of being recognized and served as a VIP client.

The Indian consumers mentality is also biased huge to the age-old tradition of “shopping” in the privacy of their own home. This service is also provided by us when we showcase our products by private appointments at clients home or in case of their businessmen in their offices. This is also an essential service to protect the privacy of VIP’S and celebrities who seeks privacy and confidentiality.


Another important reason why the Indian client will buy Valentino in India is because the merchandising of the store will be done to cater to the demand and taste of an Indian customer.

Merchandizing for women is done keeping in mind that the Indian woman still holds on to our culture and tradition – and veers towards the sari, salwar kurta, lenghas and other traditional wear especially for formal occasions



2. What made you zero in on Valentino. Is it a personal favorite?

The unmistakable signatures of the Valentino world is the colour —Red and the V logo- has become instant symbols of glamour, recognition and status. V is the symbol of singularity in his fashion. A fashion which began forty five years ago when the logo had not yet become an object of press attention, but a symbol of style. V, on prints, knits, jacquard, engravings, handbags, footwear, jewelry, buckles, broaches and watches.

V, as a sign of recognition.
V, as in Valentino.

Valentino as a brand provides luxury products to both men & women in India who appreciate the Valentino style, brand and products.

Valentino was the ideal choice for the Indian market because it caters to all age & income segments. It has a diverse range of products for both men and women & has the ability to cater to the older traditional consumer as well as to the young hip teenager.


Valentino has different labels suitable for different age and income segments. Thereby enabling every luxury consumer to have a Valentino product.

The different labels are:-

Valentino Garavani:

The Main line of Valentino for both men & women. The accessory collection is a part of the Valentino Garavani label. The Indian market for Indian women today is more accessory driven and the beautiful jeweled accessories of bags & shoes are a perfect fit to both western and Indian traditional wear.

Valentino Roma: - women

For young women between the ages of 25 to 35, Glamorous, chic yet affordable.

Valentino White label – men

For the young “yuppy man” …. age 25 to 35.


Valentino Red:

The diffusion label for both men & women was created for the younger generation for age 15 years upward. The clothes have the chicness of the main label & reflect the essence of Valentino but is young, trendy & very affordable. Prices start at Rs 5000 upwards.


I am not sure if it’s a positive or a negative but my impression is that in the Indian market Valentino is considered more of a luxury than the other available brands.

Much to our surprise the demand for Valentino men’s line has been as strong as the women’s.


3. Today, most luxury brand outlets are in five star outlets, as opposed to high end malls and stand alone stores overseas. Is that a restriction?


International brands entering the Indian market have a adapt to the retail scenario as India is a growing market. Retail space will develop but brands cannot expect to find Rue de Faburge or Via Montenapoleone. Hotels provide an environment conducive to luxury retailing - Air-condition safe and secure, clean with cafes and restaurants, amenities like parking, rest rooms etc. Brands are setting up in hotels as an entry point and have an option to open their second store as freestanding retail space develops.

Lack of suitable retail space is a problem faced in luxury retailing and does restrict growth in the luxury retail segment. But as India developed there will be freestanding stores and luxury stores in high-end malls.