A Union of Two Cultures

2020
A Union of Two Cultures

Practice-Based Study Focusing on Blending Western and Indian Styles
Divya Mittal
MA Fashion Design Management (19030972)
London College of Fashion, UAL
1st October 2020

“I would like to thank my supervisor, Marie Jones for her guidance throughout this Research
project. I would also like to thank everyone who participated in the collection of research for
this paper, thank you for taking the time to answer my questions. I would also like to express
my gratitude towards the artisans for taking out time for this research to share useful insights
about their products and designing products even in such times of adversity due to the virus.
Special thanks go to my parents for their constant support and my friend Skandar for proof-
reading the document. Lastly, I would like to thank the tutors who have taught me over the past
years.”
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Table of Contents
ABSTRACT ....................................................................................................................................................... 6
CHAPTER 1 .......................................................................................................................................................... 7
INTRODUCTION ................................................................................................................................................. 7
1.1. Context Background .......................................................................................................................... 8
1.1.1 Indian Luxury Fashion Industry ................................................................................................ 8
1.1.2. Significance of Wedding for Indian Fashion Industry ............................................................ 8
1.1.3. Issues faced by Indian Handicraft Sector ................................................................................ 9
1.2. Rationale ............................................................................................................................................. 9
1.3. Conclusion ....................................................................................................................................... 10
1.4. Aim and Objectives ......................................................................................................................... 11
Aim ............................................................................................................................................................ 11
Objectives ................................................................................................................................................ 11
1.5. Framework of the Study ................................................................................................................. 12
CHAPTER 2 ....................................................................................................................................................... 13
Literature Review.............................................................................................................................................. 13
2.1 Project Contextualization ............................................................................................................... 14
2.1.1. Defining Luxury in India ......................................................................................................... 14
2.1.2. Crafts in India ................................................................................................................................. 19
2.2. Conclusion ............................................................................................................................................ 21
CHAPTER 3 ....................................................................................................................................................... 22
Methodology .................................................................................................................................................... 22
3.1. Introduction........................................................................................................................................... 23
3.2. Research Philosophy ............................................................................................................................ 23
3.3. Primary Research .................................................................................................................................. 24
3.4. Secondary Research ............................................................................................................................. 25
3.5. Data Analysis. ........................................................................................................................................ 26
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3.6. Research Ethics ..................................................................................................................................... 26
3.7. Limitations ............................................................................................................................................. 26
CHAPTER 4 ....................................................................................................................................................... 28
Project Development, ...................................................................................................................................... 28
Discussion and Evaluation .............................................................................................................................. 28
4.1. Introduction........................................................................................................................................... 29
4.2. Project Overview .................................................................................................................................. 29
4.2.1. Research ......................................................................................................................................... 30
4.2.2. Collection Concept ....................................................................................................................... 35
4.3. The Findings ......................................................................................................................................... 44
4.3.1. Primary Research Findings – Before Website and Product Development .............................. 44
4.3.1. Primary Research Findings – After Website and Product Development ................................. 47
4.4. Evaluation .............................................................................................................................................. 48
Chapter 5 .......................................................................................................................................................... 50
Validation .......................................................................................................................................................... 50
5.1. Introduction........................................................................................................................................... 51
5.2. Testing website ‘CreativeCahoots’ with Potential Consumers ........................................................ 51
5.3. Limitation ............................................................................................................................................... 54
5.4. Further Research .................................................................................................................................. 55
References ........................................................................................................................................................ 56
Appendix .......................................................................................................................................................... 65
Appendix 1: Primary Research Interview Questions ................................................................................ 66
Appendix 2: Transcription (Before Product Development) .................................................................... 67
Appendix 2.1. Participant ‘A’ .................................................................................................................. 67
Appendix 2.2. Participant ‘B’ .................................................................................................................. 77
Appendix 2.3. Participant ‘C’ .................................................................................................................. 89
Appendix 2.4. Participant ‘D’ ................................................................................................................ 102
Appendix 2.5. Participant ‘E’ ................................................................................................................ 114
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Appendix 2.6. Participant ‘F’................................................................................................................. 123
Appendix 2.7. Participant ‘G’ ................................................................................................................ 133
Appendix 2.8. Participant ‘H’ ................................................................................................................ 142
Appendix 2.9. Participant ‘I’ .................................................................................................................. 154
Appendix 2.10. Participant ‘J’ ............................................................................................................... 166
Appendix 2.11. Participant ‘K’ .............................................................................................................. 177
Appendix 2.12. Participant ‘L’............................................................................................................... 187
Appendix 3: Transcription (After Product Development) ..................................................................... 197
Appendix 3.1. Participant ‘1’ ................................................................................................................ 197
Appendix 4: Coding .................................................................................................................................. 223
Appendix 4.1. Traditional Events ......................................................................................................... 223
Appendix 4.2. Service ........................................................................................................................... 242
Appendix 4.3. Personal Details ............................................................................................................ 246
Appendix 4.4. Luxury Products ............................................................................................................ 247
Appendix 4.5. Handicrafts .................................................................................................................... 269
Appendix 4.6. Collaboration ................................................................................................................ 272
Appendix 5: Individual Learning Plan ..................................................................................................... 283
Appendix 6: Research Ethics Approval Form ......................................................................................... 286
Appendix 7: Participants Consent Forms................................................................................................ 289
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List of Tables
Table 1 Aim and Objectives ............................................................................................................ 11

Table 2 Framework Elements (Creswell, 2003) ............................................................................. 24
Table 3 Indian Crafts (Source: Blogs) ............................................................................................. 31
Table 4 Key Trends for SS 22 (WGSN, 2020) ................................................................................. 32
Table 5 Customer Feedback Questionnaire ................................................................................. 47
List of Figures
Figure 1 Key Trends (WGSN, 2020) for Prints and Graphics SS 22 ............................................................ 33
Figure 2 Mood Board and Colour Board (Source: Researcher) .................................................................. 34
Figure 3 CreativeCahoots What We Do! Page Screenshot ......................................................................... 36
Figure 4 CreativeCahoots Homepage Screenshot ...................................................................................... 38
Figure 5 Collection: Charms ........................................................................................................................... 39
Figure 6 Collection: Patches ........................................................................................................................... 40
Figure 7 Collection: Bag Straps ...................................................................................................................... 41
Figure 8 CreativeCahoots Personalization Page Screenshot ...................................................................... 43
Figure 9 CreativeCahoots Bag Strap, Product Information Page Screenshot ........................... 53
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ABSTRACT
This practice-based study focuses on blending Western and Indian styles, informing how
Western luxury brands can reflect local Indian crafts within the women’s accessory market. This
study sits within a body of research which examines women fashion consumer attitudes and
practices around accessories preferred for traditional events or occasions.
It aims to answer the question, ‘How can Western luxury brands successfully reflect local Indian
crafts when creating fashionable women’s accessories for the Indian wedding market?’ This
study further investigates the relationship between Western luxury brands, local Indian
craftsmen and the wedding fashion market in India. This research involves an interpretivist
viewpoint and takes a thematic approach to data analysis. This is a qualitative study which
revolves around semi-structured interviews. The findings from the product development and
testing of the methods reveal a number of ways in which this research can be further explored.
Few studies have been conducted on the idea of how Western luxury brands can fuse local
Indian craft in women’s accessories which targets the Indian wedding fashion market. The lack
of research conforms to the fact that a more informed research-based overview needs to be
developed to enable Western luxury brands to achieve sustained success in the Indian
wedding fashion market by acknowledging traditional style and adopting local craft
techniques into their products. The website developed in this study acts as a platform to
explore ways in which local Indian crafts can be combined with Western style accessories for
use at traditional events and occasions.
Key Words: Western Luxury Brands, Wedding Fashion Market, Local Indian Crafts, Women’s
Accessories
Total Words: 10164
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CHAPTER 1
INTRODUCTION
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1.1. Context Background
This research analyses how western luxury brands can localize their strategies for the global
market. It further aims to identify opportunities for Western luxury brands in the Indian wedding
fashion industry. The prime objective of the research is to create accessories for women
planning to get married or already married, by blending western style and Indian craft specially
designed for the Indian wedding fashion market.
1.1.1 Indian Luxury Fashion Industry
In India, luxury is all about the process rather than the final product. Luxury in India could not
be purchased off the shelf until the luxury fashion houses such as emporios, palladiums and
collectives came, luxury has always been customization and service at home (TNN, 2018). The
previous researchers Holt, D., Quelch, J. and Taylor, E.L. (2004) believed that by adopting local
strategies in the different markets they operate in, brands are able to achieve success globally.
Understanding the local culture and engaging with people at a local level will help brands to
be successful, which can be accomplished through people on the ground in the region
(Bhattacharya, 2015).
Appropriate interpretation of changing customer tastes, preferences and behaviour is the key
for brands to successfully survive in a market characterized by intense global competition and
increase their market shares (Nielsen, 2017). Indian Luxury markets are valued at $30 billion
according to figures released by the Associated Chambers of Commerce. This figure is only
going to increase with India’s GDP expected to rise by 8 percent year-over-year. According to
McKinsey, 2018 the industry will be worth approximately $60 billion by 2022.
1.1.2. Significance of Wedding for Indian Fashion Industry
Weddings are considered auspicious and are celebrated with immense passion and huge
budget to the extent that life savings of many families are spent on this occasion alone. It is
estimated that the Indian wedding industry, which is the second largest in the world, is worth
approximately $50 billion (Vohra, 2020). The 20-30% year-on-year growth rate characterized
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by a massive youth population, increasing income and the social media influence makes the
industry seem even more promising and shockproof (Assomull, 2019).
The huge market has led to the development of a parallel ecosystem of bridal fashion shows
with events such as the Vogue Wedding shows, India Bridal Fashion Week etc. establishing a
physical touchpoint for the region’s best designers, retailers and consumers. Global players
such as Christian Louboutin and Jimmy Choo have decided to cash in on this sector acting
both independently as well as through partnerships with local brands and designers (Vohra,
2020).
1.1.3. Issues faced by Indian Handicraft Sector
India has a long and rich history of handicrafts and is the only country in the world with an
uninterrupted, living vibrant tradition of crafts (Ncert, 2015). However, major concerns the
sector faces are grown out of the fact that the production is unorganized and further
characterized by obsolete production techniques and semi-skilled workers. To counter these
issues, it is important that craftsmen focus on innovation within their products without deviating
from their roots of originality (Jena, 2010).
Kapur (2018), concurs when he says, “with the implementation of innovative techniques and
methods, adequate development of resourcefulness and conscientiousness amongst the
artisans and the craftsmen, provision of financial assistance, generating awareness amongst
them about modern designs, forms and structures” would contribute to make the craft
products acknowledged globally and commercially worthwhile.
1.2. Rationale
This research fundamentally focuses on the major challenges faced by Western luxury brands
to keep pace with the Indian luxury market. The study is aimed at understanding why it is
important for Western luxury brands to understand the market by connecting better with the
local Indian consumer. The brands will need to realize that India is a country with a large
population that includes people with various languages, religion, festivals, colours and tastes.
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Due to which, luxury companies need to localize their global strategies to win the hearts of
Indian consumers (BoF, 2010).
It is globally recognized that weddings in India are big business. The USD 50 billion industry
has become the world's second-largest wedding market (Vohra, 2020) witnessing over 10
million weddings a year. The grandeur of Indian weddings showcases the rich culture and
traditions. Even the women who might usually dress in the latest Western fashion prefer a more
traditional style when it comes to weddings (Amed, 2003).
Traditional craftsmanship depicts the tangible demonstration of rich Indian heritage.

Traditional arts and crafts face a growing threat of extinction due to technological
advancements and modernization. These traditional jewels of India are increasingly getting
replaced by products made by machinery. This is a major problem considering that the crafts
sector is stated to be the second most important sector after agriculture sustaining over 20
million practitioners (Kapur, 2018).
1.3. Conclusion
Few studies have been conducted revolving around the idea of how Western luxury brands
can target the Indian wedding fashion industry and reflect the culture by successfully
incorporating local Indian crafts in their designs for women's accessories. This highlights the
need for in-depth research around the subject in order to develop a comprehensive overview
of the market enabling Western luxury brands to achieve sustained success in the wedding
fashion market in India. This study will help provide in-depth knowledge of the market and the
business environment. It will allow the brands to understand the customer profile better
allowing them to assess what their objectives are and who their collection will be designed for.
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1.4. Aim and Objectives
Aim This study aims to explore how Western luxury brands can reflect local Indian
crafts in their designs for women’s accessories to achieve sustained success in the
wedding fashion market in India.
Objectives 1. To critically review existing literature in order to understand how Western

luxury brands localize global trends to adapt themselves to the global market.
2. To identify the opportunities and barriers for Western luxury brands in the
wedding fashion market in India.
3. To explore preferences and opinions towards Western luxury brand

accessories among Indian women consumers in order to understand the
local reception of locally-influenced accessory designs and generalized
global accessory designs for weddings in India.
4. To develop a creative outcome through product development and

innovation for Western luxury brands to reflect local Indian crafts for women’s
accessories to achieve sustained growth in the Indian luxury market.
Table 1 Aim and Objectives
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1.5. Framework of the Study
The research will be conducted using an interpretivist research philosophy to enable

participants to be open about their thoughts and views (Creswell,2014). An inductive
qualitative research (Saunders et al 2012 Chap 4) approach will help to provide strategic
recommendations on how Western luxury brands can blend local Indian crafts to adapt to
Indian needs. The study will utilize a mono-method qualitative research design which will
include semi-structured interviews (Collis & Hussey, 2009) with consumers of Western luxury
brand accessories in India who are married or about to get married. The interviews will be
transcribed and coded to identify patterns and themes. The exploratory study will be cross-
sectional due to time constraints. The UAL code of research ethics (ethical considerations) will
be followed for the purpose of research by respecting participant’s consent, privacy, and
rights.
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CHAPTER 2
Literature Review
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2.1 Project Contextualization
The luxury fashion industry is increasing worldwide and represents one of the most important
sectors of the retail industry, (Husic and Cicic, 2009; Park et al, 2008). In a moderately brief
timeframe of 20 years, India has moved from markets on the sidewalk to upscale shopping
centres (Husic and Cicic, 2009; Park et al, 2008). The mix of a huge younger workforce, rising
salary levels, astounding consumer optimistic purchase intention and progressively urbanized
ways of life is driving consumption growth in India, means that India is set to turn into the
quickest developing economy in the world (CII and A.T. Kearney, 2011).
Being the country with the second-largest population in the world, the market potential for
Western luxury brands in India has not gone unnoticed (Atwal and Jain, 2012). International
luxury brands worldwide have India on their radar. It offers unmatched growth opportunities
for Western luxury brands in comparison to the developed market as the brands are already
well established in those countries (McKinsey, 2007).
This study aims to explore how Western luxury brands can achieve sustained success in the
wedding fashion market in India. It will further provide ideas for Western luxury brands on how
they can fuse traditional elements by incorporating local Indian crafts in their designs. The
Indian fashion industry is relatively untapped which provides immense opportunity for Western
luxury brands to enter the market and unfold it's potential.
2.1.1. Defining Luxury in India
At this point, it will be helpful to gain an understanding of the term ‘luxury’ in relation to India.
The concept of luxury is not new to India. Since the time of the maharajas, it has inherited the
rich tradition of luxury. The history of royalty and their stories impact numerous cultural
standards of luxury. However, the market for luxury is new to India (Atwal and Jain, 2012). The
political, cultural and economic situation in India has been overwhelmed by standard middle-
class consumers within the last two decades. While India has continuously had a millionaire’s
club, most of its members shop on their trips overseas or depended on the casual import
channel (Husic and Cicic, (2009). This study will take luxury in India to mean adapting rich
Indian crafts in luxury accessories, thus providing customers with unique customer experience.
Further, acknowledging the middle-class consumers in India.
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2.1.2.1. Western Luxury Brands adapting to the Global Market
The luxury industry produces the best designs, materials, merchandising, and packaging which
enables them to lead the way for the rest of the marketing world (Ko and Megehee, 2012). A
globalized approach is the most common strategy for luxury fashion retailers as their success
depends on creating a unique brand image through globally standardized products, store
format, and advertisements (Hollander, 1970; Moore, 1998).
Global Strategies aim to expand standardization, homogenization, and incorporation of

promotion activities across business sectors all through the world (Kotler, 2009). However,
worldwide producers must address various issues in their strategy to guarantee their brand
image will be effective across the world. Instances of such issues include contrasts in the socio-
economic and cultural environment across the world (Moore, 1998). India being a diverse
country of cultures and religions it is important for brands to adapt themselves to the local
surroundings to attain success.
If the local and global conditions are adopted, most of the activities will be more impactful and
will lead to success. Along these lines, a standardized global strategy won’t be ideal as it
doesn’t account for locally related issues. Understanding how the brands can meet with the
needs of the consumer and how successful their strategies are in individual countries might be
significant for global brands (Kotler, 2009). A glocal strategy is a combination of global and
domestic marketing strategies. It standardizes the core element and localizes other elements
according to the socio-cultural environment. It was previously highlighted by Chevalier and Lu
(2010) that understanding local consumer needs and adapting local brands’ international
strategies to the local market is important because of low brand awareness in various countries.
Therefore, it is important to build glocal strategies by customizing products and services, and
utilizing worldwide strategies, to appeal to the local markets.
The luxury market in India is not as easy to crack reason being a diverse range of cultures
(McKinsey, 2007). Post-opening of the Indian market in the early 1990s, several global brands
and businesses opened stores in India. Brands realized that in spite of consumer taste being
attracted to everything foreign, the Indian consumer awaited them to align their products and
costs according to them, instead of the other way around (Atwal and Jain, 2012).
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Brand directors have found that the gleam and glamour of a Western Luxury logo do not have
the same fascination in India as in China (Atwal and Jain, 2012). What sets India apart is the
frequently conflicting and unpredictable patterns of consumption. The ongoing process of
development will continue to change due to India’s huge and diverse population (Chadha and
Husband, 2007). The Indian market is characterized by significant complexities. Multicultural,
multilingual and multi-ethnic are some of the characteristics that make it such a unique as well
as attractive for foreign retailers. The fast-growing economy along with the success of Indian
business tycoons have resulted in an emergence of the super-rich consumer class. However,
it is the flourishing middle class that offer golden opportunities for global luxury brands. A
number of economic indicators predict India to become the next China (Padmanabhan,2012).
Holt, D., Quelch, J. and Taylor, E.L. (2004) believed that by adopting local strategies in the
different markets in which they operate, brands are able to achieve success globally.
Understanding the local culture and engaging with people at the local level will help brands
be successful, which can be accomplished through people on the ground in the region
(Chadha and Husband, 2007).
For brands to stay true to their personality while producing products for the local market still
remains a significant challenge. For example, one of the challenges brands face when
producing products for local markets is remaining true to their personality. According to
Taneja, G., Girdhar, R., and Gupta, N. (2012), Western luxury brands should refer to and
incorporate local culture in the product development process. For example, local celebrities
can be made the faces of the global brand to the local populace. To be appealing to the local
markets, such brands must make products affordable for the masses in order to establish a
long-term working relationship with them. In the present time of customer experience,
consumers spread around the world seeking experiences that are in order with their personal
tastes and choices. Sharing the same brand image wherever they go will not help them achieve
successful results. They should find a way to maintain their heritage and “essence” while
adapting to the local trends.
According to Boston Consulting Group and LVMH, the luxury consumption in new markets,
such as Russia, China and India have been constantly growing since 2001. Finding a way to
blend the elements of local cultures in luxury brands is a way to approach the Indian market
(Chadha and Husband, 2007). Despite the fact Indians are moving towards Western clothing,
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they are still proud to wear ethnic clothes. Besides, there's a tremendous biosocial difference,
by a range of not solely religions and castes, but also regions, dialects, skin tones, physical
builds, and most critically, value systems. In brief, there are numerous conflicting faces of India,
and understanding each of them is the greatest challenge to effectively tap into the Indian
market (Eng. and Bogaert, 2010). In order to create accessories for the Indian market, it is
necessary to understand various factors that influence consumer choices and their purchase
behaviours. This would further contribute to gain insight into consumer preferences and could
lead to increased consumption due to the fact that fashion purchasers often buy products
influenced by their local heritage.
2.1.2.1. Purchase Occasions
The most important shopping occasions were traditional events such as weddings and
religious festivals according to the 40 per cent of Indian mass-market consumers (McKinsey
2007). It has been suggested by various anecdotal evidence that weddings in India are
becoming grander and more luxurious. Indian traditional wear is considered to be a must for
special events like weddings and festivals.
Several brands and designers have made attempts to break into the Indian market for special
occasions. Canali released a bandh gala suit and Hermès offered a made-to-order sari to match
the needs of the Indian consumers but their effort seemed like a drop in the ocean (Thacker,
2019). Many other Western brands are adapting their existing international collections to the
Indian market. Giorgio Armani was successful in blending Indian culture in its exclusive Indian
capsule collection of Achkan jackets for Autumn/Winter 2019 as the first drop was sold out
(Gupta, 2017).
Christian Louboutin collaborated with Indian fashion designer Sabyasachi to launch a

collection of shoes and accessories in 2016. Since then, the partnership has resulted in four
collections focusing on mixing classic Louboutin styles such as the Loubi Queen Sandal and
Mary Jane bucket bag with local elements such as hand embroidery and festive colours
(Conlon, 2017). According to Christian Louboutin’s country head Anjali Gaekwar, “Consumers
develop an emotional connection only when you respect and work towards making products
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that are best suited for the country that you are selling them in”. She further added balancing
a brand's own aesthetic and local cultures is a key to manage a successful brand.
Famous luxury brands like Louis Vuitton and Rolls Royce have localized their strategy and have
identified the importance of events and celebrations to their potential clients resulting in the
development of customized gifts or a surprise car service for the occasion. Louis Vuitton's
Diwali collection grabbed the headlines, while the shoe and accessory brand Jimmy Choo has
launched the "Chandra" clutch especially for India (Thacker, 2019).
Almost every Western luxury brand has faced difficulties in getting traction in the Indian
subcontinent in an attempt to capture the emerging market. The brands who can successfully
connect with local consumers by developing a better understanding of their tastes and
preferences. Besides, there exists, without a doubt, immense scope and potential for
international brands to leverage numerous culturally important purchase occasions (Agata
Seidel, 2010).
Thus, one can conclude that there is scope for gaining knowledge regarding local consumers
by developing a bond and understanding their personal preferences and expectations.
Western brands did try to adapt their brand ideology to that of the Indian culture, however,
there was a considerably small percentage of consumers who could afford luxury products. If
brands were to launch a product range for the Indian market that would target a higher
percentage of people belonging to the middle class then perhaps it can be said that they will
be successful in creating a line which strives in for longer-term rather than capsule collections.
This research study can be further used as a guide for future practices involving the blending
of local cultures in Western luxury brands. It would prove to be helpful for brands that want to
build an emotional connection with their clients and want to capture a larger segment of the
Indian market.
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2.1.2. Crafts in India
As of today, the term ‘craft’ first emerged in 18th century Britain, driving into the 19th century,
and progressing towards diverse parts of the world, including India. Indian artisanal products
stimulated much curiosity in Britain from the mid-nineteenth century. The ‘living conventions
of craftsmanship’ in India became one of the utopias of the Arts and Crafts Movement (Mitter
1994).
The concept of luxury in India extends to a number of crafts of the highest level which is
understood by the Indian market (Ians, 2016). Gucci, Prada & Christian Dior have all set up
ateliers in India to carry out exquisite handwork for the catwalk (Jay,2020). Artisans are manual
workers who are skilled in carrying out craft production, which include a number of items
ranging from home decor to clothes, jewellery, furniture, tools, etc., to earn a livelihood (Jay,
2020). Embroidered fabrics have been a part of the history of the country for a considerable
long period of time. However, the artisans executing these have been limited to using age-old
patterns and many have even quit the craft due to insufficient wages (Satpathy and Raut, 2020).
Indian craft is influenced by a variety of cultures due to a number of invasions and settlements.
Each region has its own speciality of embroidery (Ray, 2017). The following is the list of some
famous Indian embroideries:
Phulkari: This embroidery hails from the state of Punjab and enjoys huge popularity. It is the
embroidery of flower motifs on fabric (Ray, 2017).
Zardozi: Zardozi has its origin from the land of Persia. It involves sewing gold and silver threads
on a fabric. The ancient embroidery was used to adorn royal garments during the 17th century
under the Mughal empire. Original Zardozi involved the use of gold and silver threads as well
as pearls and precious stones with a royal choice of fabric (Ray, 2017).
Mirrorwork: This popular artwork originates from the states of Gujarat and Rajasthan. The
artwork came into light during the Mughal empire in the 17th century. The craft is widely
popular for using shishas or mirror and colourful threads. It is majorly done in three styles
(hand-blown shisha, machine cut shisha and shisha embroidery).
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The fusion of tradition and sophisticated design has the potential to completely recontextualize
and revalue artisanship (Brown, 2019). This partnership can not only honour the value and the
history of the craft but also enhance the artisan work through cutting edge, sophisticated
design.
2.1.2.1. Challenges faced by Crafts in India
The handicrafts of India are facing a unique set of challenges due to rapid globalization and
changing domestic preferences. However, most of these handicrafts find it difficult to compete
with merchandised industries (Liebl and Roy, 2015).
However, the demand for handcrafted products has the potential to expand with a spike in the
growth of world tourism and a significant increase in spending on interior decoration over the
years (Gupta, 2012). Artisans need to adapt quickly according to the turbulent market
conditions experienced in the modern markets. In order to grow, there is a need for them to
get used to the institutions of long-distance trade and take a number of factors into account
including domestic and world tourism, customs and government regulations, formal credit
institutions, or new types of entrepreneurs (Liebl and Roy, 2015). Realistically, it is almost
impossible for an average artisan to perform these functions due to inadequate access to
information about markets, consumers and technology as well as lack of capital which is
necessary for implementing such significant changes (Gupta, 2012). The location of the
handicraft industry, which usually operates in semi-rural locations away from cities, is one of
the major causes of information asymmetricity (Gupta, 2012).
However, there is more to this story. There is a relatively increasing urban demand for
consumer goods that use old craftsmanship such as hand-printing, embroidery etc. A
significant amount of design entrepreneurs has added old craftsmanship into their designs to
cater to the rising demand. Such decisions have proven to be notably successful (Jay, 2020).
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2.2. Conclusion
It has been indicated by extant literature that the strategies adopted by luxury retailers in India
is hugely neglected as well as fragmented and deserves further research. Previous factual
research that has been conducted on global luxury retail industries has mainly focused on
developed mature markets. India is a country that has over 1 billion people including a blend
of many domestic languages, religions, festivals, colours and tastes and how a one-size-fits-all
retails policy may not always be a wise decision (Brown, 2019). The country provides immense
opportunities for Western luxury brands (McKinsey, 2007). Handicrafts are the mirrors of the
cultural identity of Indian consumers. The industry is recognized by its royal heritage and is
established prominently (Liebl and Roy, 2015). Due to obsolete production techniques and
semi-skilled workers, the sector is facing major concerns (Gupta, 2012). The importance of
incorporating local culture in their products to enter the market for better communication with
the Indian consumers has not been considered extensively.
Furthermore, the wedding industry in India is a USD 50 billion industry (Vohra, 2020). It has an
edge over the seasonal festive market due to the fact that weddings are organized throughout
the year. The wedding fashion luxury market in India has no in-depth analysis of the strategies
that can be adopted by the Western luxury brand to be successful in the Indian market. In order
to enter the Indian wedding fashion market, it is pivotal for Western luxury brands to carry out
an informed in-depth analysis of the consumer tastes and preferences. Despite the fact that the
market remains highly fragmented & unorganised, there exists a huge potential for western
given the number of weddings per year and the average amount spent on it. Thus, this research
aims to contribute to the knowledge gap on the luxury market in India by addressing the
following question:
RQ: How can Western luxury brands successfully reflect local Indian crafts when creating
fashionable women’s accessories for the Indian wedding market?
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CHAPTER 3
Methodology
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3.1. Introduction
This chapter emphasizes the research methods and philosophy which aligns suitably with the
key themes explored within this research framework. The key themes explored and informed
by the literature review (Chapter 2) includes weddings, luxury products, and traditional Indian
crafts. All the questions for primary research were prepared based on these identified themes.
The research took an inductive approach following a qualitative research philosophy. This
approach helped to explore and analyse the data collected and develop theories that matched
with the literature later in the research (Saunders, 2012). This research also utilized an
interpretivist philosophy. This method of research is progressive due to the fact that while we
translate the social world around us, we communicate and alter our actions (Saunders, 2012).
3.2. Research Philosophy
A qualitative research method was conducted using the interpretivist approach for this study.
Qualitative research is frequently associated with an interpretative approach (Denzin and
Lincoln 2018). It is interpretive in the sense that researchers need to analyse, interpret, and
make sense of the subjective and socially constructed meanings expressed about the
phenomenon being studied (Saunders, 2012). It will further enable the participants to develop
and open up about their thoughts and views (Creswell,2014) which will further allow the
researcher to develop a better understanding of the respondent’s feelings and beliefs. The
inductive approach aimed to equip the Western luxury brands with strategic recommendations
on how the brands can blend local Indian crafts in their designs to effectively adapt to the
Indian market.
This study used a mono-method qualitative research design and will include in-depth
interviews (Collis & Hussey, 2009) with consumers of Western luxury brand accessories in India.
Twelve potential buyers, identified as women who were or were about to get married and were
also customers of Western luxury products, were selected from the researcher’s contacts.
Smaller sample sizes make for a more detailed review of behavioural research (Crouch and
McKenzie, 2006). Since the average age of women getting married in India is 21-33 years
according to Statista, 2014, the target group for this research was generation Y females. The
responses were recorded by screen recording with the consent of the participant. This would
23
enable the researcher to explore deeper into the participant’s thinking and perspectives
(Bryman and Bell, 2007). The data collected through the research was analysed using thematic
analysis (Braun and Clarke, 2006). The interviews were further be transcribed and coded to
identify patterns and themes. Each theme was examined extensively to generate a better
understanding of the participant’s feelings, views, and behaviour. Due to time constraints, the
practice-based study was cross-sectional.
FRAMEWORK ELEMENTS
Alternative knowledge Methodological interpretivism knowledge

claims (Philosophical Stance) claims
Inductive
Strategy of enquiry Mono method: Inductive Exploratory
Method QUAL → Focus Group Interviews
Table 2 Framework Elements (Creswell, 2003)
3.3. Primary Research
Twelve extensive interviews were undertaken. The participants were selected from the
researcher’s contacts. Each of the participants had previous experience of buying from luxury
brands. The interviewees were given the same set of questions. The interviews were conducted
online, via a zoom call. In an attempt to collect subjective experiences and understand ‘the
meaning individuals or groups ascribe to a social or human problem’ (Creswell, 2014, p. 4),
many open-ended questions were asked - e.g. introducing, follow-up, specifying, and direct
(Bryman and Bell, 2015). The interviews were conducted over audio calls which were deemed
as most convenient for the respondents and lasted an average length of half an hour. The
selected research method was useful to comprehend why Indian women prefer using local
24
accessories for traditional occasions such as weddings and other traditional events and help
understand the precise nature of the problem (Saunders, 2012).
Even though the group of participants can be considered as a homogenous group, however,
their age, cultural and professional background, and personal experiences led to diverse
responses, delivering a heterogeneous insight into the research questions. The main objective
for choosing this style of interviewing was to ensure that the responses could be aggregated
which could be achieved reliably if those replies were in response to identical cues (Bryman
and Bell, 2011). The standardization of the questions asked and responses recorded ensured
that if the interviews were properly executed, variations in responses occurred due to ‘true’ or
‘real’ variation and not the interview context (Bryman and Bell, 2011).
In line with the research’s aim and objectives, the questions (Appendix 1) for the interview were
planned according to the major themes that emerged from the literature review. The data
collection is used to identify, investigate, and explore ideas, themes, and patterns and develop
a conceptual framework (Saunders, 2012).
3.4. Secondary Research
The literature review generated the research questions that needed secondary research.
Secondary research was used in an attempt to evaluate several handicrafts in India. The data
can be further used for analysis and imparting additional knowledge, interpretations, and
conclusions (Bishop and Kuula-Luumi 2017; Bulmer et al. 2009). In-depth research of the craft
was used for forming a better understanding, interpretations, and analysis. A variety of sources
were taken into account for consultation - from published written work (e.g. books, blogs, and
journals) to online data (e.g. non-academic journals, websites, and newspapers). The crafts
identified were Zardozi, Sequence embroidery, Gota Patti, and Mirror work. Each of these crafts
has been used extensively in Indian traditional attire and reflects a sense of association with
Indian weddings. The secondary research yielded a comprehensive understanding of the
historical and theoretical context and the questions raised in the research.
25
3.5. Data Analysis.
The interviews were analysed through the process of coding. Coding is an important process
in the grounding theory (Bryman and Bell 2011). It allows breaking the data into integrant parts,
which have designated names. A variety of themes or concepts were found within the data
through coding. However, one might argue that coding of data leads to the problem of losing
the context of what is said (Bryman and Bell, 2011). Due to this reason, coding can begin only
when the transcription of data starts to avoid the loss of a social setting (Bryman and Bell, 2011).
The interview was recorded and transcribed before the analysis. The full transcription of the
interviews is available in Appendix 2. This approach helped the researcher to categorise
information using codes that have been developed from participants (Creswell, 2010). The
software used for this process of coding was NVivo.
3.6. Research Ethics
The research for this paper followed the University of the Arts London Code of Practice on
Research Ethics. A completed ethics form was signed by the researcher before the beginning
of the research. The interviewees were contacted via emails with an information sheet and
consent form underlining the objective of the study in addition to the specifications of the
research and a brief description of how the voice-recorded interview data would be used
within the research. Participants were entitled to remain anonymous and were given the
flexibility to withdraw from the study at any point. All the participants signed consent forms to
allow their answers to be used within this study. The participants also gave their consent to
record the interview for transcription purposes. This guaranteed that the other 23 ethical
problems including participant’s privacy, voluntary involvement, and confidentiality was taken
care of. (Saunders, Lewis, and Thornhill, 2009).
3.7. Limitations
Both the research methodology - secondary and primary present a number of limitations the
data was collected from a very small sample and most of the participants were design
professionals which put the reliability of data into question. Time constraint was another factor
26
that might have affected the quality of research. Also, the participation criteria were
unrestrictive and hence enabled a general interpretation of consumer perception rather than
focusing exclusively on the wedding fashion industry. In addition to the factors stated above,
the secondary data collection faced a major hindrance due to the fact that crafts were studied
online rather than personally meeting the artisans, and hence the data collected was more
general. A major hindrance faced during secondary data collection was the lack of direct
interaction with craftsmen due to the COVID-19 pandemic. The purpose of the data wished to
be collected by the researcher may not be satisfactory. The data has been collected for a
specific purpose and which might not answer the research questions in mind (Saunders, 2012).
The researcher has tried to minimize the effect of this issue by utilizing an abundance of
secondary sources to fit the purpose of this research.
The secondary research would inform the primary research about the understanding of the
crafts and their values. This will enable the researcher to ask informed questions to the
participants. The research surely would have been even more thorough as well as exclusive if
the researcher was given a chance to visit India and gather more information and know-how
about the crafts.
27
CHAPTER 4
Project Development,
Discussion and Evaluation
28
4.1. Introduction
This chapter reflects on the entire process involved in the creation of the practice-based
research outcome. It is a presentation and analysis of primary research findings in order to
meet the research aims and objectives and a discussion of how the results of the practice relate
to previous work in this area. This study aims to answer the research question, ‘How can
Western Luxury Brands successfully reflect Local Indian Crafts when creating fashionable
women’s accessories for the Indian wedding market?’. In this study, Western Luxury Brands are
regarded as images of brands in the minds of consumers that comprise associations about a
high level of price, quality, aesthetics, and extraordinariness. The question was explored by
twelve in-depth interviews with women who were or about to get married and most importantly
have been customers of luxury brands. The following sections present the elements used for
the designing of the practice-based outcome based on a review of the literature and the
primary research discussed in the methodology section (Chapter 3).
4.2. Project Overview
This project aims to increase Western luxury brands' current market performance through
product development and innovation by incorporating traditional elements. According to the
Bisociation theory, creativity thrives with collisions and fusions of seemingly unrelated ideas
(Koestler, 1976). Collaboration with craftsmen to reflect local Indian cultures will also aid in
expanding the brand's customer base by attracting consumers who want to remain connected
to their roots and heritage. The addition of ethnic accessories to usual products will transform
the products to become more suitable for traditional events.
29
4.2.1. Research
4.2.1.1 Craft Research
Indian craft can be simply defined as the making of objects by the skill of hands. In this section,
we will discuss how different crafts were identified in relation to the research outcome. The
researcher’s practice was purposively used to approach and refine the research problem –
reflecting local Indian crafts when creating fashionable women's accessories for the Indian
wedding market. Intending to discover the role of craft in the creative process, the study
attempted to understand the influence of crafts in the wedding fashion market in India.
In a wedding-obsessed market like India, this makes Sabyasachi one of the most visible fashion
brands in the country (Tewari, 2019). Today, Sabyasachi Mukherji is India’s most sought-after
bridal designer, chosen by Bollywood superstars and billionaire heiresses. One of the most
inspiring qualities is of course his creativity, but also his love for Indian crafts. The idea of
collaboration of Western luxury brands with Sabyasachi was put forward while conducting
interviews with the participants. Eleven out of twelve participants were aware of the brand
Sabyasachi and showed interest in buying the luxury product in collaboration with the brand
for a collection inspired by Indian crafts (Appendix 4.6). He usually uses Indian artisanal crafts
like Zardozi, Salma-Sitara, and Dabka in his designs.
Furthermore, analyses of the data collected from the primary research, the most common
consumer expectations from the traditional accessories were ‘embroidery’, ‘bling’, and use of
‘golden’ and ‘silver’ colour tones (Appendix 4.4). This led the researcher to do an in-depth
study of these crafts. The below table 3 gives a brief description of each craft.
30
Craft Region About Ref Image.
Zardozi and Lucknow, The embroidery is done using metal threads also
Salma-Sitara Farrukhabad, known as ‘Zari’.
Chennai, and
For intricate pattern, the stiff wire is used, a small
Bhopal.
star-shaped metal piece is used for floral
designs. This type of embroidery is called Salma-
Sitara.
Dabka Rajasthan Dabka (also known as Dapka, Dubka) means

‘spring type of thread or a coiled thin wire’ which
is sewed in to create intricate patterns.
The wired threads are embroidered on the fabric

in such a way that the needle passes through the
middle of the design. Zari thread is used for the
embroidery.
Gota Work Rajasthan Gota is crafted using an appliqué technique with

a strip of gold or silver or various other coloured
ribbons of different widths woven in a satin or
twill weave. It involves placing woven gold cloth
onto fabrics.
Mirror Work Gujarat Is a type of embroidery which attaches small

pieces of mirrors reflect metal to fabric.
Table 3 Indian Crafts (Source: Blogs)
31
4.2.1.2. Key Trends
Key Trends for SS 22 (WGSN, 2020)
“Resourceful”: Making better with less, for a more respectful and sustainable
future (Watkins, 2020)
“Collaborate with local artisans to empower craft communities”: “Ethical design is

gaining more mainstream importance among customers.” (Watkins, 2020)
“Vintage Blooms”: “Florals will be more important than ever, as consumers look
for familiar, versatile pieces to invest in.” (Watkins, 2020)
Table 4 Key Trends for SS 22 (WGSN, 2020)
These trends combine elements for a coherent collection concept.
Even though Western luxury brands and Indian crafts have different aesthetics, the trends still
embody and reflect certain elements of their styles. It focuses on minimalist items that are
worth investing in for SS 22, i.e. "ethical design" and "florals" (Watkins, 2020).
32
Figure 1 Key Trends (WGSN, 2020) for Prints and Graphics SS 22
4.2.2.3 Mood Board and Colour Palette
The visual representation (Fig. 2) is a collection of images in the form of a collage that expresses
the aesthetics of the final designs. It includes inspirational images illustrating collaboration
between Indian crafts, Western luxury brands and the colour palette for the final range. The
colours used in the mood board have been influenced by key colours for women's colour
forecast SS 22 (Yiannakou, 2020). The mood board aims to reflect values such as heritage,
craftsmanship, luxury, quality, and functionality. It embodies the trends cantered around,
"ethnic design" and "florals" with a focus on minimalism (Watkins, 2020). The focus of the range
is to attract consumers through product innovation. By introducing bright colours and
traditional elements to the collection, the designs developed aimed to capture young
consumer's attention. During the design process, the mood board helped in directing
creativity with imagery, colour, and style reference. It acted as a style map while designing the
33
collection and was useful in making the collection more cohesive while putting the project's
goals in perspective.
Figure 2 Mood Board and Colour Board (Source: Researcher)
34
4.2.2. Collection Concept
4.2.2.1. Working with Indian Craftsmen
A large part of the Indian fashion industry comprises artisans and craft communities rich with
heritage, culture, and unique skills. Their true value and potential have often been
unrecognized by our markets, leaving them in vulnerable situations (Gupta, 2020). To ensure
fair trade researcher directly contacted a few of the craftsmen specialising in handicrafts such
as Zardozi, Dabka, Gota Pati and Mirror Work. As craftsmen not receiving credits was a concern
expressed by a lot of participants (Appendix 4.5).
All of the contacted craftsmen were based in Delhi, India. The communication between the
researcher and the craftsmen was held through WhatsApp calls. All the designs were made
with functionality in mind and the inspiration were drawn from various wedding attires. A few
embroidery images were shared with the artisans via WhatsApp to ensure artisans understood
the design requirements. This further allowed to style the accessories in various ways to suit
customers’ needs and personality. The use of colours like Golden and Silver was encouraged.
The products were designed and built for traditional use, and meant to complement luxury
bags. The researcher was in constant touch with the craftsmen to ensure the quality and
elegance of the products. The artisans were the heart of the collection.
All the hardware material including dog hooks, rivet, leather and adhesive back was provided
to the artisans to ensure the quality of the products. After, all the embroidery designs were
completed the artisans were provided with various guidelines on how to finish the products.
Reference images were shared to ensure the designs were achieved correctly. The artisans
further shared sample images with the researcher for approval. Further which, all the products
were produced and photographed for the website.
What We Do! (Fig. 3) page has been designed to provide the potential customers with a brief
overview of the brand operations. It aims at communicating and promoting the brand's beliefs
and ideologies and reflects its effort towards achieving sustainability.
35
Figure 3 CreativeCahoots What We Do! Page Screenshot
36
4.2.2.2. Why Website?
During the interviews, nearly all participants showed reluctant behaviour towards buying fusion
products designed by Western luxury brands with collaboration with the local Indian
designers. Participants were concerned about the ‘quality’, ‘durability’, ‘price’ and the ‘brand
value’ (Appendix 4.6). They were unwilling to spend money on a luxury product that can only
be used twice or thrice in a year due to the incorporation of traditional elements like
‘embroidery’ and ‘bright colours’. Further, one of the participants added, "I wouldn't buy
something related to an Indian craft in a luxury brand, I would just get it from a local market
back in India”. She was worried that the craftsmen will not be given enough credit and felt “a
luxury brand might buy a product from them for 150 INR. But they might sell the same product
at their store for 15000 INR. So, the amount of money the craftsmen will be credited for would
be unfair. So, I would support a local business in India and buy it directly from them” (Appendix
2.10).
However, when the researcher asked the participants, “Would you be interested in a service
that provides traditional elements for your luxury accessories? For example: Would you like to
apply a patch of embroidery on your luxury bag?” all participants were unanimous that they
would be interested in such a service and were excited about the fact that they “will be able to
use the bag for different occasions at one price” (Appendix 2.2).
Therefore, the idea of developing a website was prevalent in order to reflect traditional
elements in luxury bags via various bag accessories like charms, patches, and straps. This
website will provide a platform for consumers to choose from traditionally embroidered and
less-approachable products and promote the goodness of handcrafted accessories for luxury
bags. Taking into consideration the exclusive collaboration with local artisans for procuring
different kinds of crafts for designing fashionable accessories for luxury bags the researcher
came up with the name “CreativeCahoots” for the website. In this study, CreativeCahoots is
defined as a creative partnership with designers and local artisans. The website can be
accessed by clicking on the following link: https://mittal6050.wixsite.com/creativecahoots.
37
Figure 4 CreativeCahoots Homepage Screenshot
4.2.2.3. CreativeCahoots – Breakdown of Products
The collection is proposed to have seven charm styles, featuring a gold antique hook to your
favourite bag or keys. The price ranges between 599 INR to 1199 INR. There will be three
golden charms embellished with stones and beads, two maroons’ styles with designer shapes,
one silver-black with a spherical ball adding playful movement, in addition to a dark blue style
featuring a big triangle (Fig 5).
38
Figure 5 Collection: Charms
In the same manner, ten different patch styles were planned to feature adhesive back allowing
you to customize your bag for a fresh versatile look with your traditional attires. The price
ranges between 699 INR to 1199 INR. The collection includes six golden patches, one white
patch, one grey-golden patch, one maroon-golden patch, one silver-golden patch, and one
golden-and red patch (Fig 6). All patches embellished with metal threads and sequences
inspired by iconic Indian motifs and patterns.
39
Figure 6 Collection: Patches
Similarly, ten different bag straps (categorized in bag size) were designed, with antique gold
hardware and leather on the back. The price ranges between 3999 INR to 4799 INR. The
collection includes one dark blue floral grid gota work embroidery strap, dark green floral
sequence embroidery strap style, dark pink floral gota work embroidery strap, gold diamond
grid sequence embroidery strap, gold cutwork sequence embroidery strap, beige cahoots
floral cutwork zari, and sequence embroidery strap style, white pearl embroidery strap, gold
mirror embroidery strap, silver cutwork thread, and stone embroidery strap, and black floral
pattern sequence embroidery strap (Fig. 7).
40
Figure 7 Collection: Bag Straps
All the product pages on the website have the product information, return policy, and shipping
information. It also highlights SKU no., product name, price and enables the consumer to
choose the quantity of the product.
The colour choices for the products are balanced out between golden, silver, and bright
colours like pink, maroon, blue, and green which is a mixture of the key colours related to the
colour palette of the mood board (Fig 2). Bright colours and metal tones like gold and silver
are mostly found within basic items and more popular, which is why the colourful styles were
considered for ethnic designs in this project. The various colours propose the customer
41
possibility to select and increases the collections’ versatility and “commercial strength” (Clark,
2014: 27).
4.2.2.4. CreativeCahoots – Personalization Service
The personalization service (Fig. 8) adds a personal touch to the customer's favourite bag. The
customer will be given a choice of accessories to pick from i.e. charms, patches, and straps.
The prices will vary for each order. The maximum price for charm will cost INR 3599, the patch
will cost INR 2599 and the strap will cost INR 6999. It will also allow the customer to choose the
base colour from gold, silver, colour matching to the bag, or complementing colour. The
customer will be notified when the design is ready for their approval. They will receive an
artwork proof before production, after the proof approval the customized accessories will be
processed.
42
Figure 8 CreativeCahoots Personalization Page Screenshot
43
4.3. The Findings
The primary research interviews were recorded and transcribed, and then coded and analysed
using the grounded theory approach.
4.3.1. Primary Research Findings – Before Website and Product Development
Twelve women respondents participated during the in-depth interview to gather information
for the product development stage. The data from the interviews showed a high level of
understanding of all the participants regarding Western luxury brands and Indian crafts. The
data was divided into key categories as follows ‘Personal Details’, ‘Luxury Products’,
‘Handicrafts’, ‘Traditional Events’, ‘Collaboration’, and ‘Service’.
4.3.1.1. Personal Details
The category was divided into four sub-categories (Appendix 4.3). The age group of the
participants was between 23-29years. Each participant was comfortable sharing their name
during the interview. The majority of the participants were designers. Seven out of twelve
participants were already married and five of them were about to get married. This information
helped the researcher to decide the target group.
Target Group: Women who are between the age of 23 - 29, and are confident about her looks,
live in urban areas, and have a certain degree of education. She wants to remain connected to
her roots and heritage. She likes to look stylish, is fashion conscious, and is not afraid to
experiment.
4.3.1.2. Luxury Products
The category was divided into five sub-categories (Appendix 4.4). All participants note birthday
as the most popular purchase occasion for buying accessories from Western luxury brands.
Eleven participants make a conscious effort of buying luxury products due to their design and
noted aesthetics to be the first thing they look for (Appendix 2.8 and 2.9). Participants were
least concerned about the ‘comfort’, ‘sustainability’, and the ‘brand value’ of the products
44
(Appendix 4.4). Six participants showed their concern regarding Western luxury accessories
missing ‘traditional touch’ and ‘Bling’ in their designs which prevents them from using luxury
brands for traditional occasions (Appendix 2.2, 2.4, 2.7, 2.9, 2.11 and 2.12).
4.3.1.3. Traditional Events
The category was divided into seven sub-categories (Appendix 4.1). All the participants
emphasized using 'small-sized bags' for traditional events. This aligns with researchers’ idea of
designing accessories for small bags like clutches or shoulder bags. Participants emphasized
using bags which were 'Golden' or 'Silver' in colour and 'matched the overall look of their
outfits'. They further mentioned their wedding budget to be 'huge' (Appendix 2.1) and had no
specific price range for purchasing accessories for their wedding trousseau. Most of them
showed interest in a collection specially designed for wedding, one of them expressed her
willingness to feel ‘luxurious’ and ‘empowered’ on her wedding day (Appendix 2.8). Some of
them described their budget to be between six to eight lakhs INR (Appendix 4.1). This aligns
with the literature in which it was mentioned ‘the most important shopping occasions were
traditional events such as weddings and religious festivals according to the 40 per cent of
Indian mass-market consumers’ (McKinsey,2018).
4.3.1.4. Handicrafts
The category was divided into two sub-categories (Appendix 4.5). Most of the participants felt
the fusion of Indian craft and Western-style is a great idea. However, a lot of them expressed
their concerns regarding the cost. They were worried if this sort of collaboration happens, they
will have to pay more than the usual amount of the products in Indian local markets. Despite
cost being a restriction, one of the participants shares an alternative view “if there is quality in
the product people wouldn’t just buy once but again and again” (Appendix 2.2). One of the
participants also expressed her concerns regarding the craftsmen not given enough credit.
Therefore, she would prefer buying from a local business than a luxury brand (Appendix 2.10).
45
4.3.1.5. Collaboration
The category was divided into four sub-categories (Appendix 4.6). Most of the participants
seemed excited about the collaboration of Indian crafts with Western luxury brands. One of
the participants highlighted, “a mixture of glitter and elegance would be great” as then it will
be possible to use the bag for multipurpose occasions (Appendix 2.11). On the contrary few
of the participants were worried about the quality of the product as they feel buying a luxury
product is a huge investment and this kind of collaboration might affect the quality of the
product. Hence, they expect that with a collaboration of this kind the quality of the product is
not compromised and the standard of the luxury product is maintained (Appendix 4.6).
4.3.1.6. Service
The category was divided into three sub-categories (Appendix 4.2). The majority of the
participants felt a service that provides traditional elements for luxury accessories would be a
wonderful option. Most of them expressed their interest since the service will give them two
different looks and make the bag multifunctional allowing it to be suitable for both casual and
traditional events (Appendix 4.2). Only one of the participants did not show any sort of interest
because she was reluctant to use a locally sourced artefact on a high-priced luxury product and
was worried that the ‘chicness’ of her luxury bag will be compromised (Appendix 2.4).
46
4.3.1. Primary Research Findings – After Website and Product Development
Five out of twelve women respondents were requested to participant again for an in-depth
interview to gather their feedback for the website and the products. The interview questions
(Table 5) were planned according to the major concerns that could be faced by a consumer
while using the product. The interviews were recorded and then transcribed using the
transcription feature in MS Word. The full transcription of the interviews is available in
Appendix 3. The data was coded and further analysed by using the process of thematic
analysis.
Categories Questions
Likes/ Dislikes What do you like most and least about the product?
Concerns What are your main concerns or questions about the product?
Similarity Have you used a similar product before?
Missing Do you think the product is missing something? If yes, what will you recommend to make
it better?
Cost Do you feel the product is worth the price?
Added Feature What feature/option could be added to make your experience better?
Solution Do you think if you buy any of these products, you will be now able to use your luxury
bags for traditional occasions?
Table 5 Customer Feedback Questionnaire
47
All participants shared a positive attitude towards the products and shared their view on the
accessories being very ‘unique’ and ‘elegant’ (Appendix 3). One of the participants mentioned
that the designs were well made and incorporates a great fusion of Western and traditional
elements (Appendix 3.3). Most of the participants were interested in seeing more colour
variation and recommended that the colour can be explored more (Appendix 3.1 to 3.4). The
most appreciated product category by the participants was the ‘bag straps’ however all the
participants considered the price range of bag straps to be 'expensive’ (Appendix 3). However,
participant Naina expressed if the 'product quality' and 'material' justifies the price value then
the price wouldn't be an issue for her (Appendix 3.5). The majority of the participants
expressed concern regarding the application of the ‘bag patches’, with one participant adding,
“I will prefer if I can permanently put the bag patch on my bag and I don't have to remove it”
(Appendix 3.1).
Participants further appreciated the ‘personalization’ service on the website. Every single
participant expressed their interest in the embodiment of accessories in their luxury bags and
agreed that they will be now able to use their luxury bags for traditional events or occasions
(Appendix 3). Participant 3 added ‘adding such kind of accessories would just make the bag
stand out’ (Appendix 3.3).
4.4. Evaluation
The consideration of various factors is necessary in order to evaluate the process as a whole.
Firstly, was the approach of developing several product categories helpful in reflecting local
Indian crafts in women's fashion accessories for the wedding fashion market in India? Almost
all the participants were interested in the product range and referred to the collection as
'unique' and 'interesting' (Appendix 3). Participant 3 viewed the collection as a ‘nice mix and
match’ of Western and Indian. She conveyed the fusion of styles as an encouragement for her
to try the accessories because they were very ‘different’ and ‘unique’ than usual product
offerings of various brands (Appendix 3.3). One of the participants expressed “I think these
accessories make life much easier” (Appendix 3.5). Finding a way to blend the elements of
local cultures in luxury brands is a way to approach the Indian market (Chadha and Husband,
2007).
48
Primary research respondents identified that the accessories would enable them to create an
ideal situation of being able to use the same bag for multiple occasions (Appendix 4.2). This
aligns back to the literature section in this paper where Chadha and Husband (2007) identified
“finding a way to blend the elements of local cultures in luxury brands is a way to approach the
Indian market”. On the contrary, many of the participants showed reluctant behaviour when
they were asked about their interest in a collection from Western luxury brands inspired by
local Indian cultures. Most of the participants were worried that they don't want to spend a lot
of money on a product which they will only use twice or thrice in a year (Appendix 2). Therefore,
the findings imply that by providing versatile solutions the product range offered on
CreativeCahoots encourages customers to make conscious, sustainable fashion choices which
give their luxury bags a more individual and ethnic feel. Findings, therefore, support the
researcher’s suggestion of developing locally inspired accessories for women’s western luxury
bags to make the bags more suitable for traditional events and functions in India.
It is difficult to evaluate how these findings establish a link between previous studies on this
topic. As we have seen in the literature review section of this paper, there are few, if any, studies
conducted into how Western luxury brands can reflect local Indian crafts in women's
accessories for the wedding fashion market. This lack of research highlights the need for
studies such as this, to create a more informed research-based overview for Western luxury
brands in order to achieve sustained success in the wedding fashion market in India by
incorporating local styles.
49
Chapter 5
Validation
50
5.1. Introduction
Interviewing five potential customers helped the researcher to understand the motivations and
needs of each potential user and gather feedback to improve the product.
According to Amabile and Khaire (2008), “creativity is essential to the entrepreneurship that
gets new businesses started, and that sustains the best companies after they have reached a
global scale". The project outlined the importance of creativity and research to develop a
product innovation brief. A design lead process can help in discovering a creative idea as well
as developing solutions for implementing the idea in the favour of the company's success. This
aligns with all the participants describing the design idea and the products to be ‘unique’
(Appendix 3). Due to the unique product offerings ‘CreativeCahoots’ can gain success if
launched in the future.
5.2. Testing website ‘CreativeCahoots’ with Potential Consumers
The testing of the website ‘CreativeCahoots’ was conducted by in-depth interviews with five
potential consumers (the transcript of the interviews can be found in Appendix 3).
The following objectives were achieved given the positive feedback from the ‘potential
consumers’:
• The website will attract consumers who want to remain connected to their roots and are
conscious about their buying decision if this website gets launched in the future.
• Having this Website launched in the future will provide consumers with around-the-
clock availability in terms of access to products, information, etc. and will help the brand
to establish a wider demographic reach permitting for enhanced exposure and sales.
• All content is aligned with the idea of creating innovative designs with an adequate mix
of Western and Indian styles.
• The design of the website is appealing.
• The website layout is user friendly.
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• The personalization features will enable consumers to build a personal relationship with
the brand which will further allow the brand to become more connected with customers
and obtain meaning, value, and brand loyalty. The feature will allow the brand to meet
customer needs and offer them tailored experiences.
Despite all participants being impressed with the product range, some areas could be further
improved. For example, most of the respondents showed interest in wider colour variation
within the accessories (Appendix 3). They felt the colour options were limited and one of the
participants suggested to “experiment with colours like royal blue, purple or maroon”. She
added these colours also blend well with ethnic outfits (Appendix 3.3). Participant 1 also
highlighted her concerns towards the colour of the hardware (for example the dog hook on
the bag strap) not matching the bag’s buckle. She suggested that the consumers can be given
an option to choose the colour of the hardware for the accessory they are willing to purchase
(Appendix 3.1).
Most of the participants identified missing information on the website regarding the size of the
straps and patches. They suggested including such information will be useful for the
consumers while looking at the product range as the accessories appeared to be small in the
pictures. Acting on this feedback, measurements relating to all products have been added to
the web images, thus improving the user experience (Fig. 9).
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Figure 9 CreativeCahoots Bag Strap, Product Information Page Screenshot
The application of the bag patch on the bag was the most common issue raised by all of the
participants (Appendix 3). To find a solution to this problem the researcher suggests illustrating
the process of applying the bag patch on the bag in a video format that can be downloaded
from the website. The process should be illustrated in a presentable manner. The website
53
should mention suitable surfaces for the patch from which it can be easily applied and
removed. By giving as much information as possible customers could feel assured that usage
CreativeCahoots products would not harm their bags. To further assure customers
CreativeCahoots will offer a free repair service if damage does occur.
Almost all of the participants appreciated the personalization section on the website. They
identified it as a great concept for consumers who want to buy a particular accessory for a
specific bag. One of the participants recommended adding a “comment or extra notes” section
on the personalization page for enabling consumers to express their expectations from the
personalized accessory (Appendix 3.3). Hence, later the ‘comment box’ was added on the
page. Furthermore, participant Naina conveyed her views on the home page. She advised
putting a personalization banner on the top of the homepage to attract more customers. She
believed consumers wouldn’t scroll till the bottom of the website and might miss looking at the
service offered (Appendix 3.5).
Further, the product range can be expanded to accelerate growth in future. This means
providing more choice for existing customers by encouraging them to add more to their basket
while purchasing from the website. Offering a wider range of products will also allow to widen
the target audience and open up the customer base. The product launches can take place
during festivals such as Diwali, Dussehra, Rakhi etc. to motivate the customers to buy ethnic
accessories.
5.3. Limitation
The study is focused on evaluating and developing a ‘creative outcome through product
development and innovation concerning Western luxury brands to localize global trends for
accessories to achieve sustained growth in the Indian luxury market’. Due to time-restraint
issues, collated primary research responses for testing the website are limited, and
consequently cannot be generalized to the whole Indian population. Thus, results may lack
reliability and validity. Future research may also consider collating data from a more diverse
range of respondents, in order to generalize findings to the whole consumer segment.
Furthermore, the researcher was unable to travel to India for the product development process
due to COVID 19 which made personal contact with local artisans unattainable. The researcher
54
had to communicate project details on a video call which proved to be extremely difficult and
further resulted in limited exploration in terms of colours and designs within the products. In
addition to this, the fact that the researcher was unable to form a personal connection with
local artisans limited the chances of building a unique story for the brand.
5.4. Further Research
Focusing on the whole Indian population may be considered too large to generate accurate
results. India is a diverse country with a strong mix of cultures and beliefs. Further research may
consider analysing specific demographics within the Indian population, allowing analysis and
comparisons to be made between groups. This would allow for a better consumer
understanding from an industry perspective, allowing companies to better respond to their
specific target consumer groups. This study is also entirely consumer-based and fails to
acknowledge fashion industry-based perceptions. Further research will also consider
additional support findings, incorporating both consumer and industry-based respondents
which will help in identifying potential threats and opportunities for the brand.
In addition, the research may also focus on developing a more personal relationship with the
artisans that can be further reflected on the website in forms of blogs or profiles on the artisans.
The brand can also try to pick different crafts for individual seasons ensuring craft promotion.
The products can also be named after the craftsmen to build a unique customer experience.
Each accessory can have a tag with the basic information about the craft and craftsmen skills.
This will enable the brand to build a strong brand-customer relationship.
55
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Appendix
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Appendix 1: Primary Research Interview Questions
Theme Interview Questions
Interview Background Name
Personal questions Age
Employment Status
How many years have you been married? / When are you planning to get
married?
Luxury Products On which occasions do you usually buy Western luxury brand products?
Which brands would you usually buy accessories (bags/shoes) from?
What do you look for in a luxury product?
Are there any differences between luxury products purchased locally and
those purchased globally?
What do you look for in a luxury product when purchasing it for traditional
purposes?
Traditional Indian Crafts Would you be interested in buying a luxury product that is inspired by Indian
crafts?
What will your concerns be if a local luxury brand collaborates with Western
luxury brand?
Will the incorporation of Indian crafts in a luxury brand make it more likely you
will purchase from them for a special event?
Would you be interested in a service that provides traditional elements for

your luxury accessories? For example: Would you like to apply a patch of
embroidery on your luxury bag?
Weddings How much did you spend/will spend on your wedding trousseau particularly
on accessories (Bags/ shoes)?
What kind of accessories do you carry when you attend traditional events?
Would you be interested in buying accessories designed especially for

weddings?
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Appendix 2: Transcription (Before Product Development)
Appendix 2.1. Participant ‘A’
Divya
Hi, I hope you're doing well. Thank you so much for agreeing to participate in the interview. I
hope you have read all the documents I previously shared via email. If there is anything that
was unclear you can ask me.
I'm currently pursuing a Masters in Fashion Design Management.
I have been working on my master's project and the title of the project is Fashion: A union of
two cultures.
The aim of the study is to explore how western luxury brands can reflect local Indian crafts in
the design for women to achieve sustained success in the wedding fashion market in India.
So, can you give a little introduction to yourself? Like your name, your age?
Aishwarya
So, Hi Divya, I'm Aishwarya. I am 25 years old.
I'm already married. And I am a graphic designer. So, there's that.
Divya
How many years have been that you are married?
Aishwarya
Well I just got married last November.
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Divya
OK, that’s good to hear.
Aishwarya
Thank you, thank you, it's been awhile.
Divya
OK, so I'll start with the questionnaire.
On which occasions do you usually buy western luxury brands? Is it like a special occasion like
your birthday or something? When do you buy luxury fashion brands? Or is it random?
Aishwarya
It's sort of random. I mean, it really depends on my mood, it is I'm not very big at shopping, but
whenever I do go like once a month, or sometimes twice a month and then I do buy a couple
of bags for sure. But yeah, it's not a very regular thing.
Divya
Ok, which brands do you usually buy accessories from? Specially bags and shoes?
Aishwarya
I guess that would be bags for sure from Aldo, Charles and Keith.
And for shoes. I am usually attracted to sports. So, I tend to buy shoes from sports brands like
Nike, Adidas and New Balance.
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Divya
And what do you look for while buying luxury products?
Aishwarya
Of course, since it's a huge investment in a way, so I do look for durability. I would buy
something that should be worth its money in terms of style as well.
I'm not too big on trends though. I'm sort of a more classic person. I would rather go buy
something that's been a classic and it's been there for a long time instead of something that
just you know, is hip right now.
Divya
OK, so you like buying Iconic products from these brands.
Aishwarya
Yeah, yeah.
Divya
That's nice and are there any differences between luxury products purchased locally and like
if you went abroad then you purchase a product do you see any differences in the kind of
collection or the colours or anything?
Aishwarya
Colours for sure. I mean of course the supplies in the stores are according to the client in the
local area. So, there's a difference for sure. Since I'm living in Delhi. So even if I go somewhere
else and if I'm not in my region even then the products are different.
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So, colour wise I think it depends sort of on the profile of their customers. So, I think yeah,
there's a huge difference.
So, currently where I live right now. I think the demand is for a lot of colours and something
that is loud. But if I go somewhere else, I think the choice that I am presented with is more
subtle and more grounded in a way. So, that's the difference.
Divya
So, do you think stores like Michael Kors or Louis Vuitton also have a huge difference when you
travel? Do you see a huge difference in colours or designs?
Aishwarya
No, I don’t think there is a huge difference. In my perception, these brands I feel have a very
set standard for a product that they're putting across the Globe and the style cannot really
differ that much. So, I mean it might be a slight difference, but I have not observed a huge
difference.
Divya
OK. What do you look for in a luxury product when purchasing for traditional occasions? So, if
you're going to a wedding or if you're going to any traditional festival, do you buy a particular
kind of accessory to go with your outfit? Or is it very generic?
Aishwarya
To be totally honest, I am not big on accessories. So, I am conservative about what I'm buying,
and what I have. I usually buy products that sort of go with everything. So, in terms of
Accessories I don't usually go out and buy for every occasion. If I go out shopping and if I really
like something, I pick it up without any occasion in my head. But then if something comes up,
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any occasions or events I need to attend, so then I sort of, you know, may use what I already
have.
Divya
OK, presently while attending any traditional festivals or going to a wedding, what kind of
accessories do we usually carry?
Aishwarya
Like right now?
Divya
Yeah, in general, whenever you're going to any traditional festivals, occasions or events.
Aishwarya
OK, so accessories wise I am an earrings person and a bag person.
Divya
What kind of bags do you usually carry with the outfit you wear while attending traditional
events?
Aishwarya
It really depends sometimes.
I tend to carry Sling bags. Sometimes I just carry bags without any handle or anything, just in
my hand more like a clutch. I do carry bags at times but a do the time I do attend events without
any bag.
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Aishwarya
So, like I said, I am not a huge fan of bags and accessories.
Divya
OK.
And would you be interested in buying a luxury product that is inspired by Indian crafts? So, if,
for example, Louis Vuitton launches a collection collaborating with some craftsmen. In which
the products have embroideries on the handbags. Would you be interested in such a
purchase?
Aishwarya
I mean that would be great because I feel there's a scope of a lot of details and colours which
will make the product look more vibrant with the incorporation of Indian crafts. So, if it's done
it comes with a brand that is already operating at a very global standard. So, I think that
collaboration would be great.
I mean, if I get something which has colours and everything in it, you know everything in one
package, including durability that would be great. And I would sure buy it. And I am the kind
of person who prefers one of one thing. So, if it’s a collaboration it would be a limited edition.
I would go for it.
Divya
OK, so when you were getting married and if you had a chance to buy from a special wedding
collection of accessories including bags and shoes from western luxury brands. Would you be
interested in going and buying from those stores?
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Aishwarya
Oh yeah, definitely. Are you talking about collaboration?
Divya
Yeah
Aishwarya
I think it would go with the wedding. I have been sort of a very classic bride. You know very
traditional things, customs and everything.
So, with that, I think that would be icing on the top. So yeah, had it been there I would have
gone and bought it.
Divya
Yeah, do you think there are any sort of limitations if a local luxury brand collaborates with a
western luxury brand? So, like upcoming local luxury brand was producing very expensive or
traditional accessories and that collaborates with a very renowned global.
Do you think there are certain concerns you may face as a customer or any limitations or any
problems?
Aishwarya
I don't really think so. I think that would only open those for the local luxury brand, since they
do not really have a very big reach, I mean in terms of customer. As a customer we are always
very conservative while going for a local luxury brand. If we can buy something that has a global
standard and a well-known brand, I would prefer to go for a global more rather than a local
luxury brand. So, if a collaboration happens, I think it would be great, as the customers will also
73
be willing to give them a chance even if it's through collaboration. So, I don’t think it would
limit anything.
Divya
So, do you think it will be a problem for a western luxury brand for the collaboration? Because
they won't be making the kind of products they usually make. So, do you think, like doing a
collaboration for the Indian market, their brand image or brand value will be affected by this
sort of collaboration.
Aishwarya
No, I don't think so, because in the coming age in this new way that we're living in right now
and so many brands collaborating with different artists, musicians, and everybody else.
And they're not doing it to produce a similar product that they're already producing so they
are collaborating so that a new person, a new idea, and a vision that a new brand has or a new
artist so they can collaborate with their vision, so I think artistically and visually the brand that
they collaborated with the person that they collaborate with. They have a lot of freedom and
I'm generally I feel like all these brands come with durability and style and all of that in that
collaboration with the style and everything. It's pretty the person whom they're collaborating
with.
So, I think that shouldn't be a problem for luxury brands, because of the collaboration they will
then get to get a window to a customer that they did not have before.
Divya
OK, so will the incorporation of Indian crafts in a luxury brand make it more likely that you will
purchase or from them for a special occasion? Because right now they don't have anything very
specific for the traditional market in India. So, if they are incorporating some traditional
elements, will it make it more likely that we'll go to the store and buy the products from them?
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Aishwarya
Definitely. I mean there are certain customers who are conservative about their choice but
there are also the customers who can be persuaded by little details. So, if the brand
incorporates them so they could, you know, reach out to a lot more people. One of them would
be me.
Since I would want to be in touch with my traditions, my craft and still be on the global sort of
platform. That’s Important.
Divya
So, would you be interested in a service that provides traditional elements for your luxury
accessories? So, for example, like applying a patch of embroidery on your existing bag, which
is detachable you can like put it or remove it. Or maybe a sling which is like embroidered so
that like you can just replace the sling when you're going to a wedding and you have the iconic
bag also as well, so would you be interested in such a service?
Aishwarya
Yes Of Course. I mean since the patches are removable or detachable as you said so there is
no harm. I would give it a try. So, after giving it one tries, that really depends on what the quality
of the product is, but I'm not only against the idea of going for it.
Divya
So, would you like to buy the sling for your existing bag?
Aishwarya
Yeah, sure.
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Divya
OK, so if you don't mind, may I ask how much you spent while you were shopping for your
wedding trousseau, especially bags and shoes? What was your budget? Or was it like there
was no budget you would like to buy anything you wanted?
Aishwarya
There was no budget and to be honest I don't really remember because it was huge, but I don't
even really remember because I did not really have a limit.
In the end it all came together and was fine as a package, although I did spend a lot but not
like a crazy amount, so yeah. Uh, but a particular amount I can't give. I don't remember.
Divya
OK, that's OK, so that's about it. Thank you so much for participating. It was nice to talk to you.
I got some nice insights from you.
Aishwarya
Thank you.
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Appendix 2.2. Participant ‘B’
Divya
Hi, my name is Divya and I'm doing a master's from London College of fashion and
my master's project is going on for which like I'm doing research.
The topic is fashion: the union of two cultures. So, my research aims to explore how western
luxury brands can reflect local Indian crafts in their designs for women's accessories to achieve
sustained success in the wedding fashion market in India.
So, this interview will take around 20 to 30 minutes and all the recordings will be destroyed
after my submission.
And the rest of the information I've already sent you in the email.
So, if you want to ask anything from me regarding the research, I am happy to
answer otherwise we can continue with the questionnaire.
Akanksha
I am good, let’s start with the questions.
Divya
Well, you can start by introducing yourself.
Just your name, your age, and your employment status.
Akanksha
So, I'm Akanksha Rustagi. I'm 27 years of age, uh, and I'm currently working as a graphic
design freelancer.
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Divya
OK, so how long has it been since you have been married?
Akanksha
It's just been 5-6 months.
Divya
So, it’s recent.
Akanksha
Yeah
Divya
That's nice.
OK, so I'll just start with the questionnaire and you can just ask me anything you feel is not clear
so I can give you more examples to explain the questions.
On which occasions do you usually buy western luxury brand products? So basically, do you
buy those products on your birthdays?
Akanksha
Yeah, generally at birthdays or parties or if I if I like mostly when I go out with my

friends. Because if I'm going out with my parents for some sort of function then I usually
wear Indian traditional outfits.
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Divya
OK. So, do you mostly wear traditional outfits?
Akanksha
Mostly when I'm going out. Generally, while attending the Indian traditional functions or family
functions. But if I'm going out with my friends for parties and birthday, I prefer buying western
luxury brands.
Divya
OK.
Oh cool, and uh, which brands would you usually buy accessories from? Specially bags and
shoes?
Akanksha
So, I'm not very brand conscious, but recently I've been buying from Kate Spade and Charles
and Keith. So, my experience has been nice to these brands.
Divya
OK. What do you look for in a luxury product like do you go for the style or because of the
sustainable aspect, or the quality or colors? What do
you look for in a western luxury brand product?
Akanksha
In a luxury product, I prefer a quality because if I'm spending more, I'll prefer a more
sustainable product. Yeah, quality matters the most. And the design and color also. But the
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quality is priority for me. Because if I am spending more, I want the product to last longer. And
it should be worth the price.
Divya
So, mostly do you buy because of the brand name or just because of the quality? Because
I'm sure there should be brand value also.
Akanksha
Oh yeah. At times both. At times it's just the brand that I really need to have as it's famous or
it's really in trend right now.
But at times, quality. It totally depends on my mood.
Divya
OK, do you think there are any differences between luxury products purchased locally and
those purchased globally? Do you find there are certain differences when you buy the product
in India, and if you're traveling abroad? Do you see any sort of difference?
Akanksha
Yeah, I feel like the quality. Also, the collection abroad is much better than we find
in India. They last more. Products don’t have a nice quality sometimes in India. Some of the
quality is nice, sometimes it’s not that nice. For example, I bought pajamas for my brother.
It was from Nike or Adidas and the logo faded after two or three months. So, it was
really shocking for me because obviously I paid a good amount. And if the logo is
getting fading so easily in just 2-3 months then it’s a complete waste of money. For these
products, for these brands and if the lower is getting weird out so. Easily and in just 2 months.
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Divya
Yeah.
So, what do you look for in a luxury product while purchasing it for traditional purposes? So, for
example, if you're buying a bag or a pair of shoes and you want to wear it at a
festival or somewhere you are planning to wear traditional clothes. And So, what kind
of products would you prefer to buy?
Akanksha
It depends on if the luxury brands are India based, then I will prefer buying from them.
Because brands that are western don’t have a traditional touch on their products. Be it bags or
be it accessories, so I don’t usually go for international brands when it comes to
pairing accessories with traditional clothing.
Divya
So, when you're buying or anything for traditional occasions, do you look for a certain kind of
bling, or like some sort of embroidery?
Akanksha
I generally look for Indian vibes. Indian patterns and colors, if I am planning to wear an Indian
outfit. In India people usually wear bright colors. Recently, a lot of pastel tones have come in.
But generally, people wear bright colors on traditional occasions. I think bright colors look
better for traditional occasions and functions. I feel bright colors, Indian patterns and bling is
missing from western luxury brands.
Divya
Yeah.
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And, uh, what kind of accessories do you carry when you attend traditional events? Like if you
were going to a wedding or something?
Akanksha
A handbag and heavy earrings. Generally, bracelets. That’s it.
Divya
So, what kind of handbags? Are they sling bags or a clutch or a shoulder bag?
Akanksha
Small clutch with a metallic tone. That has Indian bling and compliments the whole outfit.
Divya
OK, and uh, would you be interested in buying accessories designed especially for
the wedding? So, like you've been married recently, if there was a special collection from a
luxury brand especially designed for weddings. Would you be interested in it?
Akanksha
Yes, why not? If they are offering what I require and what I need then obviously I’ll buy it.
Divya
Yeah, that's nice.
Would you be interested in buying a luxury product that is inspired by Indian crafts?
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Akanksha
Yeah.
Anything that promotes Indian crafts?
Divya
Why's that?
Akanksha
If it is worth buying and if it matches my outfit and if it looks good. I'll go for it.
Divya
So, is it because you are very much connected to your roots and your heritage?
Akanksha
Yeah. So, I feel Indian handicrafts are very nice, and they should be promoted and if it's
getting promoted, I really want to be a part of it. Yeah, well we as a country are known for
Indian handicrafts, they are good. I have seen when foreigners visit India, they specially
buy hand crafted products. I think we should promote it. If we would
not promote handicrafts being a citizen of this country, then who will promote these crafts?
Nobody. We must promote it and we should be very proud of the handicrafts we have.
Divya
So, do you think a lot of people are very proud of handicrafts or they don't even care about it?
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Akanksha
I don’t think right now people really care about the local crafts. So, the problem
with India and southern Asian countries is that we are very much attracted to western brands
as we all feel they show class and standard in society that we own western luxury brand
products. Specially today’s generation, we don’t pay a lot of attention to our own handicrafts
and local Indian crafts. I feel the crafts should be promoted globally with quality. Obviously,
quality also matters. It should be promoted, and quality should also be provided. Because if
there is quality in the product people wouldn’t just buy once but again and again.
Divya
Yeah. Do you think the crafts or the handicraft products they provide lack quality?
Akanksha
Maybe. Obviously, I myself am not a big buyer of handicraft products.
But mostly I've seen that they do lack some quality because there might be a possibility that
the craftsman doesn’t have much help or revenue to invest in the quality of the products he
makes. So, I think they should be helped by the government so that they are able to produce
better quality products and should be promoted globally. I think this could be India’s USP.
Divya
Yeah, because of the commercialization the crafts are dying every day because of
the people being more interested in buying fast fashion. So, they are not much focusing
on handicrafts.
Akanksha
Many handicrafts things are dying. A lot of traditional practices are also dying. Because there
is a lack of promotion.
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Divya
Do you think there were any differences between your wedding and your
mother’s wedding? Do you think there were any differences in the rituals performed?
Akanksha
I myself was very brand conscious that I'll buy this. I’ll buy that, you know.
In the past, people were not brand conscious. They were not but we are very conscious of the
brands we are buying. So, we tend to be more inclined towards luxury brands because we are
very brand-conscious. This is the difference I felt.
Divya
OK.
Do you think there will be any limitation if our luxury local brand or collaborates with the
western luxury brand? So, do you think there will be any problems facing consumers? Or do
you have any concerns about being a consumer, if that collaboration happens? For example,
if Manish Malhotra or Sabyasachi collaborates with a western luxury
brand Gucci or Louis Vuitton and they produce a collection. Do you think there's a concern
about being a buyer of that luxury brand?
Akanksha
I think Sabyasachi has a very brilliant collection. So, I feel if it collaborates with a western
luxury brand, I don’t want the brand to lose its essence and vibe. As his collection has an
Indian touch and depicts a lot of states and cultures. I don’t want Sabyasachi to lose his vibe
while collaborating with a western luxury brand.
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Divya
So that's your concern.
Akanksha
Yeah
Divya
OK. So, will the incorporation of Indian crafts into a luxury brand make it more likely you will
purchase from them for a special event?
Akanksha
Yeah, if the collection is nice, if the quality is good, then I'll go with it.
Divya
OK, and would you be interested in a service that provides traditional elements for your
luxury accessories? So, for example, you have a Kate Spade bag and if as a brand I'm providing
you with a service that on your Kate Spade bag I'm applying or detachable Patch or something
which makes it more suitable for traditional occasions but it's detachable so that you can use it
for traditional events as well as daily routine. Or if I provide a sling for your bag that is more
traditional which can be removed or applied anytime you need it or you want to use it.
Would you be interested in that service?
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Akanksha
That will be wonderful. Yeah, that will be a wonderful option. I'll be getting two things at one
price. I can wear it traditionally and I can wear it with my western clothes. That will be great.
Great if something like that comes to the market.
Divya
OK. Yeah, uh, so if you don't mind asking, in India, weddings are a very big thing, and they
are celebrated on a very big scale. So, there's a wedding trousseau also, in which the bride
buys all the stuff before the wedding. So how much did you spend while shopping for bags
and shoes at that time? So, did you have a budget?
Akanksha
I really don’t have a count on it. I didn’t set a budget but obviously I didn’t want to spend too
much on my wedding trousseau. I don’t really know the exact amount. I did do smart
shopping.
Divya
Just so I'm asking about accessories. Did you go for branded bags which you had never
bought before, because you had this huge budget because it was your wedding?
Akanksha
I did, yes, I did, yeah.
Divya
OK.
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Akanksha
Also, with clothing also, whichever Indian brand which was a good luxury brand. I went
there and I bought my clothes also from there. Because you know, in India the first day after
marriage is very important as a bride. You visit a lot of relatives for dinner. You must show your
good side and look presentable. For which you need to buy good clothes and accessories. So
that was the whole point of me going to a luxury store to buy clothes and accessories also.
Divya
OK, so that's about it. Thank you so much for participating in the interview.
Akanksha
Well, thank you for having me. It was great.
Divya
Thank you.
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Appendix 2.3. Participant ‘C’
Divya
Hi, my name is Divya Mittal. I am currently pursuing my master's project. I am doing Masters in
fashion design management from London College of fashion and I'm working on my
dissertation right now and the title of my dissertation is fashion: a union of two cultures. So, the
aim of the study is to explore how western luxury brands can reflect local Indian cultures in their
designs for women's accessories to achieve sustained success in the wedding fashion market
in India.
I can explain the background and rational but like I have already sent the document so you
might have read it, but anything you're not comfortable you can let me know. OK, so interview
will take around a 30 to 45 minutes, and all the recordings will be destroyed after my
submission. And, uh, yeah, that's about it. So, would you mind like introducing yourself?
Ankita
Hi so my name is Ankita Jain and I'm working in a buying house as an assistant designer and
I've done my fashion designing from Pearl Academy. So, it's been like 2 years that I've been
graduated.
Divya
Would you mind telling me your age?
Ankita
I'm 26 years old.
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Divya
OK, thank you for participating in the interview, it's nice to have you here. So, I believe, you're
planning to get married next year if I'm not wrong.
Ankita
Yes, yeah
Divya
That's great. So, I'll start with the questionnaire now.
On which occasions do we usually buy western luxury brand products? So basically like?
On festivals or on your birthdays or your mom's birthday or some anniversaries? When do you
usually buy luxury products?
Ankita
It's not fixed, when do I buy these products. It's like when I feel like I want to buy something or
maybe when I'm traveling outside like abroad. So, if I find something interesting and which I
can use for long like I can use it again and again. Durability, product design colour and product
which is a very versatile and which I can use for traditional purposes as well. Also, in my daily
life.
Divya
OK, so yeah, there is no specific occasion for the purchase, right?
Ankita
No, no specific occasion.
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Divya
OK, so which brands do you usually prefer to buy the products from? Specially bags and
accessories?
Ankita
Um, like for footwears I'm not very fond of buying from luxury brands because I don't think
they're very comfortable. And if I still buy, I prefer buying the wedges, or maybe platform heels.
Because my foot is sensitive.
Divya
Which brands do you buy from in that situation?
Ankita
Um Gucci, I bought from Gucci then you can say Ferragamo. So yeah, I've tried these two. I've
tried LV also, but then I think they are not that comfortable.
Divya
OK
Ankita
Like LV is not comfortable heel wise but for ballies or flat are fine. But for traditional occasions I
do need to wear heels, so yeah that’s about it.
Divya
So yeah, OK and for bags?
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Ankita
For bags I really like Dior. As, their new collection can be used for traditional occasions as well
as my daily life. I think even Gucci is nice and I like coach also because coach clutch and wristlets
I can use for both the purposes. So, I usually prefer buying from these brands.
Divya
Oh, that's nice to know and uh? What do you look for in a luxury product?
Ankita
Usability, versatility, like how versatile that product is. Even if I'm buying, I won't buy a very
bright colour I like shades of nude or Brown or maybe Golden if I must buy for traditional
purposes, maybe silver, or rose gold maybe. Which can go with a lot of my outfits because
mostly in traditional wear these colours go well.
Divya
You're talking a lot about traditional wear. So, do you have a lot of traditional wear or do you
prefer wearing traditional clothes over western clothes?
Ankita
I prefer western clothes, but I'm going to get married soon that's why I'm talking more about
traditional wear because my focus is there right now.
Divya
OK, so yeah.
So, in wedding in India don’t people usually fusion wear or is it all traditional?
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Ankita
They do wear fusion wear. But lit depends on the occasion. So, if it’s a cocktail party they prefer
wearing Indo-western fusion or western wear. But for marriages they prefer wear traditional
wear like sarees, suit or a crop top with skirt also known as Lehenga in India.
Divya
OK, and uh, are there any differences between luxury products purchased locally and those
purchased globally? So, like for example? You might have travelled a lot I believe; do you find
any difference in the product collection in abroad?
Ankita
Yeah, I find a difference in the collection because.
So basically, I don't think in India we get updated or new products like products from the new
collection. I believe the products get launched in aboard first and showcase their collection
there before showcasing in India. So yeah, I prefer whenever I'm out. I want to buy a product
from there because I think they're cheap also and they give very great offers when we buy.
So, they have very good discount. So yeah, I prefer buying from there.
It's basically about the collection. I don't think in India we have latest collection.
Divya
Yeah, that's true, and, uh.
What do you look for in a luxury product when purchasing it for tradition purposes? So, not
only for weddings, but if there are some traditional festival. So, when you're buying accessories
for those festivals, what do you look for while buying those products?
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Ankita
So, when I'm buying a bag or maybe a pair of shoes, I prefer buying them in a colour which can
go with my other outfits because they are expensive. So, I don't want to have a huge collection.
But if I'm buying something, I want them to go with a lot of stuff. And obviously design matters
too. Even the size matters a lot for me, I would prefer a small bag for my daily life. But if I have
to buy a bag for traditional purpose, I would prefer buying a small clutch in which I can carry
my phone, my keys, money and maybe some make up for touch up and all of that. distribution
like if after you take a bag for traditional purpose, I would prefer buying a small clutch so that I
can carry my phone, my keys, money or maybe some small make up for touch up and all of
that. So yeah, I prefer small bag, not a tote size bag or a hobo bag. I prefer buying small
clutches or sling bags.
Divya
Yeah, OK.
And, uh, what kind of accessories do you usually carry right now when you attend these
traditional events or weddings?
Ankita
So, generally I have a bag, I prefer wearing a watch and for shoes I prefer wearing wedge heels
as they are more comfortable. As, for these events and parties you are standing most of the
time and that is for long durations. So, in that sense they are more comfortable.
Divya
OK.
Uh, so are there any kinds of bags or shoes you prefer carrying or do you look for some kind
of bling or certain colours or something happening on the bag like maybe some sort of
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embroidery or studs which make it look nice with the traditional wear and complement it. So, is
there any element?
Ankita
I think colour is the main thing if I must buy for traditional purpose. I will for maybe a gold or
rose gold or silver or maybe nude tunes. I don't prefer buying red colour and, yeah, I also like
black because that goes with everything. And um, embroidery I would that if the embroidery
is going with my outfit. So yeah, I will prefer carrying that. Studs I'm not sure but embroidery
patch or maybe beads or something like that I can carry.
Divya
OK.
So, basically it should complement your outfit you want the accessory to look nice with the
outfit you’re wearing.
Ankita
Yeah.
Divya
So, would you be interested in buying accessory that are especially like design for weddings?
As, you are getting married next year. So, will you be interested in looking something like that?
Ankita
Definitely yeah.
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Ankita
So, if any designer is collaborating with any international brand or maybe just adding some
kind embroidery it would be nice. Because I think right now international luxury brands don't
have embroidery motives on their products, they might have their logo printed all over the
bag, but they don't have that much of Bling. So yeah, if one of the Indian designers will be
working or collaborating with them, they will add the bling factor so that we can carry the
product more with our Indian outfits. So yeah.
Divya
So right now, like as I'm aware. So, when you're buying your wedding Lehenga brides usually
ask the designer to make a small pouch for them.
Ankita
Ya, they do ask for a small pouch or maybe accessories or maybe a matching shoe. If they can
add the like their embroideries on the shoe.
Divya
Yeah, sorry?
Ankita
Yeah, I mean people ask if the designer can add very similar embroidery to that bag? Or maybe
with my shoe or my heels they can add a patch over it. I would also love to get that done.
Divya
Do they usually put that embroidery on your existing bag, or like they just make a pouch with
different fabric?
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Ankita
They make a different a pouch and they also make clutches.
Divya
So, do you think it looks nice and it has that quality that you will be using it again? Or is it just
for that day?
Ankita
We can use it again. For example, Sabyasachi does a bag collection. They give jewellery, bags
and shoes also according to the outfit. So, I think I can use it again. For example, the clutch and
belt he makes with his logo on it can go with my other outfits as well. So, yeah, I can use them
again.
Divya
OK.
And, uh, would you be interested in buying a luxury product especially western luxury brand
product that is inspired by Indian crafts? Because I feel like brand like Sabyasachi is mostly
popular in India and it is not very renowned globally. But obviously brands like LV and Gucci
has brand value. So, would you be interested in buying products from western luxury brands
which are globally renowned and are willing to incorporate Indian crafts or traditional
elements?
Ankita
Yes, I will be interested if they're doing something like this.
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Divya
OK, so what will be your concern if a local luxury brand collaborates with western luxury
brands, not particularly I'll say like a designer like Sabyasachi but maybe some upcoming
designer collaborates with the renowned western luxury brand. So, do you think there will be
any limitation or problem faced by you as a consumer?
Ankita
I think the quality wouldn't be that great and even the embroidery which they're doing I don't
think it will be long lasting. I think. So maybe the thread colour or maybe the zari embroidery
will fade or the colour changes. So, I don't think that it be a very long-lasting product. Maybe I
can use that bag or that shoe for one or two years, but I'm not sure that I will be able to use
them after two or three years, because that design, that embroidery that will also become old.
So, like I would prefer taking a product which is like elegant or classy and something which I
can carry later also. I don't think if they do collaborate, I will be using the product after three
four years. That product will look old and I am also worried about the quality. I am not sure if
the quality will be that great if the western luxury brands work with Indian craftsmen or Indian
designers.
Divya
But if they're collaborating with the Louis Vuitton, they also have their own brand image, and
they would not like to ruin their own brand image. So, I am sure the brand itself will take care
of the quality.
Ankita
Yeah.
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Divya
Because if you’re not able to use a LV bag after 3-4 years it doesn’t make sense to buy such an
expensive product.
Ankita
Yeah obviously.
Divya
So, do feel there is any other limitation faced by these brands would face while creating a
product which is totally inspired by India and loses their own brand image. Are you concerned
about that or is good for the Indian market?
Ankita
I'm not sure about the quality, that's my main concern because I'm going to pay a bomb for
that bag because these luxury products are extremely expensive, so I'm not sure about the
quality. Like how much they can maintain that quality. For example, if you buy a bag from LV or
any other western luxury brand, they usually provide a repair service if the product is
damaged.
Divya
I am sure brands like LV will be taking responsibility of everything and will repair the
embroidery if it's getting worn out. I think they will fix it for you. I am asking, are you worried it
will impact LV’s brand image as it will be collaborating with a not so renowned Indian brand?
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Ankita
No, I don’t feel their brand image will be impacted. I think it will be okay, it wouldn’t be a
problem.
Divya
OK. Will the incorporation of Indian crafts in the luxury brand make it more likely you will
Ankita
Yes, I think so.
Divya
Oh OK. Would you be interested in a service that provides traditional elements for your luxury
accessories? For example, would you like to apply a Patch of embroidery on your bag, which
is detachable and later you can use the bag as it is.
Ankita
Yes. I would love that. It would be nice if I can remove the patch or can reuse it or maybe add
that same patch on some other bag. If the colour of the patch is very versatile and can go with
different shades, I would really love to use it.
Divya
OK, that's nice. And um, if you don't mind me asking like how much are you like willing to
spend on your wedding trousseau, particularly for accessory bags and shoes?
Uh, because in India, weddings are a big thing and a fat market. So, is there a particular budget
you have or is it more like you can spend as much you want?
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Ankita
I would have a budget. It is around, I think 6-8 Lakhs on these luxury products like shoes, bags
and maybe belts.
Divya
That's nice, uh, so that's about it. Thank you so much for participating in the interview. It
was nice to have some great insights from you. Thank you.
Ankita
Thank you for making me part of your research. I hope I helped.
Divya
Yeah, Thank you.
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Appendix 2.4. Participant ‘D’
Divya
Hi, my name is Divya Mittal. I'm doing a master's from London College of Fashion and I'm in
my last semester. I'm currently working on practice-based research which aims to explore how
western luxury brands can reflect local Indian crafts in the design for women's
accessories for sustained success in the wedding fashion market in India.
So, this interview will take around like 30 to 35 minutes and the recordings will be destroyed
after the submission. And if you don't mind, can you please start by introducing
yourself including your Name, age and your employment status.
Anviksha
Yeah, sure, so I'm Anviksha and um, I am 23 years old. I am currently a student and
I am planning to get married soon, maybe in a year or two. So yeah, that's about it.
Divya
OK, and what's your employment status?
Anviksha
Um?
Divya
OK, so if you can tell me what's your professional life is like, that would be great!
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Anviksha
So, I'm an architect by profession and then I recently started my career with user experience
design and user interface design and I'm in the middle of the completion of my masters and
I'll be graduating next year.
Divya
Yeah, OK, that's perfect.
So, I'll just start with the questionnaire, so whatever questions are unclear, or you can just ask
me, I will try to give some examples so that it is easier to understand.
Ah, OK, so on which occasions do you usually buy western luxury brand products?
Is it your birthday or is it somebody else's birthday? Or when you're gifting someone or some
traditional events, when is it?
Anviksha
So mostly I would say there's no major occasion. I would say when I'm probably, you know,
going on vacation or international trips, that is the time when I indulge in buying from Western
brands and luxury brands for clothes and accessories.
Divya
Oh, so it's mostly very random. If you like it, you can just buy it.
Anviksha
Yeah, I mean I don't have anything like set time or set occasions that I must buy it. It's random.
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Divya
OK, and which brands would you usually buy accessories, specially bags or shoes?
Which luxury brands do you prefer the most?
Anviksha
Although I'm not a very brand person, but I would say when I was back in India, I used
to like Lee, H&M for bags and accessories and Forever 21. Now here in the US I would say I
really like Michael Kors.
And I even had a collection of bags from Da Milano. So yeah, I think I would say also this range.
Probably it would depend on the range factor as well, so you know when I'm capable of buying
a particular brand financially, then I indulge in buying that brand.
Divya
OK, and whenever you are buying a luxury product, what are you looking for that
product? Do you go for the style, color or the durability?
Anviksha
Style is a major concern, but also quality. Because quality is something that we pay for and
we expect, especially from luxury brands. So yeah, trendy quality stuff is something that I
would like.
Divya
OK, and uh, you've been to India and now you’re in the US. So, do you think there are any
differences in the stores? For example, if you're visiting Michael Kors in India and if
you visit Michael Kors in the US, do you think there's a collection difference or a difference in
product quality?
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Anviksha
So, um, I would say that back in India the quality is the same because you know about a brand,
but the collection is really different, and I would even say that the price range is also very
different because it depends on the affordability. Back in India I would say, a very minority
group will indulge into buying quality luxury brands, especially from western brands, so you
know the number of products, the style, and even the collection that's very minimal compared
to the US because in the US I would say that you know the stores are huge.
And there are so many things that can even be done on orders, for example you like something
and it's not there in the store, so you know they have the option to take your order
and later they deliver it to your place. So, the feasibility is much easier in the US if compared
with India.
Divya
Yeah, that's true. And, uh, what do you look for in a luxury product when purchasing it for a
traditional purpose? So, when you are in India and going out for a wedding or some
other traditional events and you're wearing Indian attire what do you look for in a product to
match your tradition outfit?
Anviksha
Probably the style must be slightly indo western because it needs to fit in the attire so that you
know for the occasion.
It should have some Indian pattern it could be, you know, in the form of stones or beadwork or
something matching whatever I'm wearing. So, whatever my clothing is, I would want my
shoes and my bags to be like you know there should be similar to whatever my attire is.
So probably if, for an example I'm wearing something pink, so I would want my bag to be
maybe in contrast or the same color, but it should have some similarity with my outfit. Maybe
if my attire has some orange patterns on it, then I would want my bag to have some orange
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beads or something like that. You know something to give a little Indian touch to it. That would
be one of my biggest concerns.
Divya
OK, and uh, what kind of accessories do you carry when you attend traditional events? What
kind of bags or what kind of accessories?
Anviksha
So mostly I have a clutch and it should have a sling because it's very difficult to hold it in hand all
the time. So, a very tiny clutch which can hold my phone and my cards. So that is mandatory.
I think that's the only accessory that I carry.
Divya
Yeah, so does it have an Indian touch on it?
Anviksha
Mostly yeah. They're stone clutches or they have embroidered stones on it. So that is my
personal liking.
Because I feel Stonework is mostly present in almost every Indian attire. So that sort
of match and it's in, you know, sync with whatever I'm wearing. So mostly something that's
Golden and or Rose Gold and has stones.
Divya
OK.
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Anviksha
Um, that's interesting. So, I would say yeah. It would depend on the kind of collaboration that
is being done. For example, if there is no breach of quality or whatever things that I wanted
from luxury brands is present. If all these things are being taken care of with the addition of the
Indian crafts, then definitely that is something that I would love to try. And if you know it would
go with my outfit or the theme and everything. So yeah, I would say that it would be a good
idea.
Divya
OK, and uh, as a consumer, what will be your concerns be if a western luxury brand
collaborates with a local Indian brand. Do you think there are any limitations?
Anviksha
I feel if we probably talk about Indian Handicrafts and local Indian brands. So, I am not very
sure about the quality and the durability of the product. So, if they are collaborating, I would
want the standard to be maintained and, uh, consumers should not be tricked or duped into
buying something just because it looks more Indian or handcrafted. So um, if there is a
collaboration it should be a mindful collaboration which should ensure quality, durability
and all the things like the warranty and guarantee. All those things that are being addressed
by a luxury brand should be addressed in that case.
Divya
What is a luxury local Indian brand for example, Sabyasachi, Manish Malhotra this Archie or
Amit Agarwal collaborates with brands like Michael or if you go in a bit higher range like
Gucci, Chanel so would you be interested or do you think there might be some
problems because these brands might play with their own brand values because they
don't actually deign such products. But for the collaboration they'll change their own
style. So, what do you think?
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Anviksha
For them, I feel Sabyasachi and all these brands are not low-priced brands as they are very
highly maintained brands back in India. So, if at all they are collaborating with brands like
Michael Kors or if you go like a notch above with the brands Gucci or Channel.
I would say that they should come up with a common brand name together because you
know the result would be me having a clutch or a bag with probably 1 logo. So, what logo is
that we can't have like 2 logos on one product that would be weird. So, I think a lot of it would
depend on the design and the marketing strategy that they are following. So, if two brands are
collaborating then I would want to know what elements are come from which brand. You
know? If the design is from Sabyasachi and the quality is from Gucci. So, what kind of mix it is,
I would like to know.
Divya
OK, so if it's a limited edition and Gucci is collaborating with Sabyasachi. And they are selling
a product with Sabyasachi's embroidery and Gucci’s price range. As Sabyasachi is renowned
in India but Gucci is more global and holds more brand value. So, if they are launching
a limited-edition collection. Do you think Sabyasachi's contribution will not be acknowledged
by the consumers and will just buy it because Gucci is selling the product? What do you think?
Anviksha
I feel because it's a limited addition then it would sort of sold as a vintage thing and probably
if the consumer market is consuming a product like this then people would be there to buy
it. So, I don't think that there will be a problem in that case scenario like this. For example, they
could even do something like having Sabyasachi's lehenga and having the lehenga’s
embroidery on the Gucci bag. I think that combination could be sold together rather than bits
and pieces. So maybe they could have a limited-edition outfit sale. So, I feel that might connect
with the Indian audience more.
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Divya
OK, yeah, and what if the western luxury brand is collaborating with the Craftsmen? Do
you think there are any concerns for you as a consumer?
Anviksha
I don't think that would be a problem, but I think that depends on the exposure and the type
of consumers that are present. For example, some consumers are really brand conscious, and
they do not want any external artifact to have an impact on their brand consumption, so it might
not be OK with a certain set of audience, but talking about me I am quite open to experiment
and if there is something that probably you know is more enticing and more trendy and
traditional as well, so I would definitely go and give it a try, but then both the brands I would
say build Indian and the international they need to maintain some standard and quality.
Divya
Yeah.
And, uh, will the incorporation of Indian crafts in a luxury brand make it more likely that you will
purchase from them for a traditional event?
Anviksha
If it's an Indian traditional event or any event that requires me to be dressed in a more
traditional way than I would give it a shot. Like my accessories, the shoes and bags I
would try it.
Divya
So right now, when you're going to traditional events, so the bag, the clutch you talked about
that you have, which you usually carry with your traditional outfits. Is it from a luxury brand or a
local Indian brand?
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Anviksha
It's from a local Indian brand.
Divya
Was it like you could not find anything traditional in luxury stores or was it your own choice to
buy from a local brand?
Anviksha
I think slowly and gradually things are coming up I wouldn't say that the western luxury brands
cannot be used with an Indian or traditional outfit. Whatever they're making it, they are trying
to get a slightly traditional look and feel to the product as well so I mean, I just feel that you
know if at all they are able to collaborate with a local Indian brand and they actually know the
need of the consumer, like what does the consumer actually want, and probably if they know
about the need, they'll be able to produce something that is in sync with the audience and the
consumers. So probably that is something that is missing.
And a western luxury brand wouldn't be my go-to place for shopping if I want to buy
something traditional. I would prefer to go to a local Indian store looking for
things and probably if things did not click then I might go to a Western store to check out their
collection. But as a consumer, considering today's scenario, I would go to a local Indian store
to get something traditional.
Divya
OK.
Divya
So, would you be interested in a service that provides traditional elements for your luxury
accessories? For example, if you have a Michael Kors bag and as a brand, I'm providing you
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with a bag strap, or some patch which has traditional embroidery or elements on it,
which is easy to detach. You can just put it on when you're going out for a wedding or any other
traditional event. Would you be interested in such a service?
Anviksha
I am not sure, especially if it does not let the brand for example, I have Michael Kors bag and
then I just add a small accessory to it and it takes the chicness of the Michael Kors brand from
it then I wouldn't want to use that artifact.
But I would think that it would depend on the designer and you know if probably I have a
picture of what my product would look like. For example, if I get a key chain or maybe a broch,
or maybe just a handle or something like that. So, you know if there is some way that I could
probably see how the current bag would look with all these accessories. Then I might think of
considering, but right now, if you just tell me that there is this website that is selling these things
and you would want to take something and just put it on your bag, then I might not do it
because it would also depend on like what sort of local brand are we considering here? Like
what Indian band are we considering? Because I wouldn't want to mix a lower brand
with a high-end luxury brand.
Divya
What if it’s not a random strap for your bag? And be more like a service so they would like to
see your bag, observe the style, color and design or your bag. According to which they will
design the strap of your bag. It is not randomly putting external accessories on your bag but
more like customization. So that you can make the bag more multifunctional. So, you can carry
the bag with your western as well as traditional outfit.
As, a lot of people have this concern if they are buying a traditional bag from a luxury brand
and they don’t have a lot of traditional events to attend during the year. So, they might not be
willing to spend a huge amount to use the bag just once or twice a year.
So, it will be more like a service which will help you customize your existing bag with more
traditional elements which will make it more likely for you to use the bag for traditional
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events without causing any harm to the existing bag. You will also be able to pick the external
accessories from the existing design, which you think will look good with your bag.
Anviksha
I think I would use it if at all my luxury brands are not being Hampered. For example, if I have a
bag from Gucci and I get the service done. So, I don’t want my Gucci bag to be spoiled in any
way. It should also maintain the chicness. And you do carry brands as a status symbol. It also
portrays your image, how well you carry yourself, and what’s your own style statement? If
probably someone from Gucci takes care of this service that might be in confidence with my
need because then I will be able to take control and trust with whatever is happening with my
bag. Because these are very expensive things but if we come a notch below let’s say Michael
Kors then it might be okay for me to experiment with my bag. And buy all these different
external accessories to customize my bag for traditional occasions. I think it would depend on
the value of that product. If the value of my bag is not a lot and I am ready to experiment with
it then a service like this will help me a lot. As, I will be able to get different styles within my
budget and I will be able to carry different sorts of bags to different places. I would use it
depending on the value.
Divya
OK and so weddings are a very big thing in India and people spend a lot of money during
weddings and they have huge budgets.
So, if you don’t mind me asking how much are you planning to spend on your wedding
trousseau for accessories, specially bags or shoes?
Anviksha
Um, I would say that this is something that I want to buy on my own, and if it all I have that
amount of money then I would maybe have a budget of around 5-6 lakhs.
Yeah, that would be the budget.
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Divya
OK, for the accessories, including bags and shoes, right?
Anviksha
Yeah.
Divya
That's about it. Thank you so much for participating in the interview. It was nice talking to you.
Anviksha
Thank you and all the best. I hope this helps and if there's any other thing you could reach out
again.
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Appendix 2.5. Participant ‘E’
Divya
Hi, my name is Divya. First, thank you so much for participating in the interview. I'll give a brief
introduction to my project and what I do. I'm doing master's from London College of fashion
and, uh, I'm in my last semester and doing my master's project right now and the title of my
project is fashion: the union of two cultures and my study aims to explore how western luxury
brands can reflect local Indian crafts in the designs for women's accessories to achieve
sustained success in the wedding fashion market in India. So, this interview will take around 30
to 40 minutes and the recordings will be destroyed as soon as my project is submitted.
If you want me to describe more about the project I can or otherwise we would go forward with
the questions.
Mahima
It's alright, we can go forward.
Divya
Would you mind giving a brief introduction to yourself like your name, age and your
employment status please.
Mahima
OK, so basically, I'm Mahima Gupta. I'm 24 years old, and, uh, right now I'm unemployed. I left
my job around three months ago and I am a leather designer from Nift, Delhi.
Divya
OK.
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So, I think you might have a lot of insights and good input because you have done
leather designing, so I am really looking forward to it.
Mahima
I am happy that I can contribute to your project.
Divya
When are you planning to get married?
Mahima
Um, probably next year.
Divya
OK, so I'll just start with the questionnaire now.
On which occasions do you usually buy western luxury brand products? So, is it around your
birthday or some festival that you buy these products on? Or is it very random? Whenever you
like anything you buy it.
Mahima
Um, I would say. Maybe birthdays, but not at festivals, because uh, being in India I feel, uh, we
celebrate Indian festivals more and I feel I have to buy Indian products then so I don't really go
for western luxury brands.
Well, on my birthday I usually like to dress up, you know wear a western dress. So, I do buy and
uh, otherwise generally also whenever I shop, I like to wear western clothes and I do buy from
branded and luxury stores.
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Divya
And what about accessories, is there a particular occasion when you

buy branded accessories?
Mahima
Um, occasion. I would say, if only if I'm gifting someone, if it’s someone's birthday or
my parent's anniversary or birthday or something like that. Then that could be an occasion for
it. Otherwise, I don't think there's a particular occasion.
Divya
And which brands would you usually buy accessories, especially bags and shoes?
Mahima
OK, so um bags, for a very long time I have not bought many bags because I am into
leather designing and I have made my collection, so I've been using that only. But I would
say Da Milano, Michael Kors and Chiaroscuro. So, I was previously working with Chiaroscuro,
so I have some bags from it. Also, I like Charles and Keith. For shoes I prefer Charles and Keith
a lot. Then there is also Aldo. I have never bought a bag from Aldo. But mom does have a bag
from Aldo. For shoes I also like Steve Madden. I ca think of more, but I think these are the
brands I buy most from.
Divya
OK.
And, uh, what do you look for in a luxury product? Why do you purchase luxury brand
bags? So, do you look for a particular style or just the brand value is good enough for you?
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Mahima
No, so basically, uh, the most important thing for me is quality. Because I like the quality that is
the reason why I go for luxury brands. I also like simple and elegant designs. That I like about
luxury brands and the quality. These are the two most important things to me, and comfort.
Divya
OK, so are there any differences between luxury products purchased locally and those
purchase globally? For example, you might have travelled around the globe. So, do you see
any difference when you see the product in India and whenever you see the product outside
India? Do you think there's a very huge difference in the kind of collection they provide?
Mahima
So, uh, I have not bought super high luxury products yet. But if we talk about brands like Zara
or Mango or Tommy Hilfiger I think when I was in France, not only in France, but I would
also say in Europe. So, uh, I noticed this thing. That first is that all the collections they had at
that time; in India it came after one year. So yeah that that was one thing that I noticed was very
prominent for me because when I came back and when I went shopping after six months I
saw the collection there which I saw one year back in Europe, so that was one thing that I
noticed and Secondly quality is more or less the same. But the style and
collection were different, really, different.
In India you will not get the kind of collection they had there. In some products the quality was
also different. You wouldn’t get the same quality in India if compared to the products in Europe.
So, yeah. I did notice some differences.
Divya
OK. If you were looking at bags, was there any difference between the quality and the materials
also?
117
Mahima
Accessories I don't know. Accessories I did not notice much. But I would say the clothing in I
noticed a lot of difference like the materials they are using, or I would say the total the feel of
the fabric or the feel of the product. The overall feeling of the product I think was much better
in Europe and the quality of the product. I would say the designs and the collection are much,
much better in Europe.
Divya
Yeah, OK, and uh, what do you look for in a luxury product when purchasing it for traditional
purposes? So, for example, you're going to a festival or a tradition event or a
wedding. So, what do you look for in the product when you're buying it for such occasions?
Mahima
OK, so uh, if we talk about Lehengas or something like that only, right?
Divya
No, not clothes specifically. Mostly in accessories. So, do you look for a traditional bag, or a
bag which has Indian motifs on it so that it goes well with your Indian attire? Or do you
carry standard bags with your outfit?
Mahima
No, I would say, a traditional bag. I like a traditional feeling about it if I am dressing up in
Indian attire, I would like to carry my accessories accordingly. My shoes and my bags must be
in coordination with it. It’s not necessary that my bag has an Indian motif. But it cannot be a
completely minimalistic or simple western wear style. I wouldn’t mind carrying a plain bag with
a stud somewhere or if there is a color difference or even If the material is shimmer. I would
like to carry that.
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Divya
OK, that's interesting. And, uh, like. What kind of accessories do you carry when you attend
traditional events? Is there a specific kind of bag you carry, like a clutch bag or something? Or
do you like a little bling in your bag? What is it?
Mahima
So, uh, not particularly bling or not bling. That's fine for me. Sometimes I like to carry a
bling sometimes I don't carry bling, but yeah, there is a clutch. I prefer to carry a clutch with
Indian wear or a very small size sling. There is one more category of bag which is I am very fond
of right now. A small shoulder bag with a very small shoulder strap on it. Not hanging till your
waist. It’s very small. Maybe a sort of a potli. I personally don't like potlis but yeah people do
carry potlis.
Divya
OK. And, uh, would you be interested in buying accessories designed, especially
for weddings? So, you're getting married next year you might be shopping for your
wedding. So, if a brand like luxury brand comes up with a collection which is solely for Indian
brides, would you be interested in buying such accessories from those brands?
Mahima
Yeah for sure. I, uh, I'm a leather bag designer, so for sure if I'm getting married, I want a bag
with me. I wouldn’t be like it’s okay, it’s my wedding, I wouldn’t be like I don’t want to carry
anything in my hands. I want a bag with me and a good bag with me. And if I am getting a
luxury bag, then why not? I will go for it. Definitely.
Divya
OK and uh would you be interested in buying a luxury product that is inspired by Indian crafts?
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Mahima
Yeah, sure, I don't see any kind of harm to it. Also, I feel, Um, it's not like Indian brands do not
do justice to the craft or something like that. But I do um, feel after seeing the
luxury brands' quality I feel if they incorporate Indian craft into their bags, they will do well I
think, so I think I don't see a problem in that. I would love to see the craft incorporation.
Divya
OK and uh do you think being a consumer you will face any concern if a local luxury brand
collaborates with the western luxury brand do you think there's a limitation being a
consumer that you'll face.
For example, recently Christian Louboutin collaborated with Sabyasachi. And they came up
with a limited-edition collection of bags and shoes. Do you think if more brands like
these collaborate with Indian designers, not only designers like Sabyasachi but more local
Indian designers or brands? Do you think there will be a problem in such a collaboration or
does that work for you?
Mahima
Um, I don't think there would be a problem, but I just feel that sometimes, if the two brand
philosophies or brand values don't match then there's a problem. Like it is important
that they must match somewhere, and it shouldn't be completely North and South. Indian feel
can be incorporated into any product that is not a problem.
I think the problem is if we say one brand is minimalistic and one brand is not. One brand is
very vibrant, and one brand is uses very vibrant colors and stuff and one is very simplistic or
minimalistic. So, if the philosophies don't match there can be a problem, but if the philosophy
matches if the combinations match then I don’t see a problem.
The main product should make one feel it cannot be an absurd combination. The final product
should give one idea and feel. It shouldn’t be a random combination. It should give us a single
idea.
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Divya
Yeah.
purchase from them for a special event? In the beginning you mentioned, for traditional events
you don't like, usually buy from western luxury brands, you just prefer local brands to buy
products.
But if luxury brands are incorporating the culture, so do you think it will be likely that you will
go to their stores instead of going to the local brands to buy the product for the special event?
Mahima
Yeah, I think so. I personally feel that whenever I must buy

a western accessory there are brands on my tips. I would say the key I have. But whenever it
is an Indian bag, where to find it? I don't know. I still don't know.
Maybe I can think about one or two brands maximum that I can name, otherwise I won't say
that, uh, if I'm going to buy an Indian bag, I will find a good quality. But I don’t know which
brand to go to. So, Yeah.
Divya
And, uh, would you be interested in a service that provides traditional elements for your luxury
accessory? For example, you have a Charles and Keith bag and as a brand like I'm providing
you with a service that I apply something you're on your bag which complements your bag,
but it's detachable you can like apply it whenever you want. You can remove it when you want.
Or maybe I'm giving you a sling which has traditional elements so that you can carry it while
you're going to a traditional event. Would you be interested?
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Mahima
Yeah, I would like that. Yeah, I would be interested. That's a cool idea. Also, it gives me two
options. Because I don’t go to a lot of Indian events. So, that will be a plus point. Like one bag
for two occasions. So, I would love that.
Divya
OK, and uh, like uh, you said you're getting married next year. So, weddings are a very huge
thing in India. And there's a lot of money involved, and people are willing to spend more and
then you can usually buy what you always wanted but you never bought it because of your
budget. But maybe during the wedding you have that.
So, what do you think would be your budget, especially for accessories?
Mahima
What would be my budget, yeah?
My opinion would come here because I'm in the bag industry, so I am kind of I just don't want
to spend all my money on it or something like that. I want to buy it from a decent brand which
doesn't cost me a lot. Good quality bag. Maybe I’ll go till 20-30k not more than that. Even if my
parents wanted to give me, I wouldn’t go for it. That will be my limit to my wedding bag.
Divya
OK.
So that's about it. Thank you so much for participating. I got nice insights from you. Thanks so
much.
Mahima
Thank you, it was a pleasure talking to you also.
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Appendix 2.6. Participant ‘F’
Divya
Hi my name is Divya. I'm recently doing my Masters in fashion design management from
London College of Fashion.
Thank you for participating in my research. If you don't mind, can you please start with
introducing yourself?
Naina
Yes, so my name is Naina Jain and I'm currently living in India and I am working in the consulting
field. and a little bit prior knowledge about me. I was living in the US for eight years.
And after that I have just recently moved back to India about two years ago. So yeah, and thank
you so much for inviting me to be part of your study.
Divya
I'll just give you a brief introduction about the study, so my research project aims to explore
how western luxury brands can reflect local Indian crafts in their designs for women's
accessories to achieve sustained success in the wedding fashion market in India.
If you don't mind me asking are you married or are you about to get married?
Naina
I've been married and it's been a year now.
Divya
Congratulations.
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Divya
I'll start with the questions.
On which occasions do you usually buy western luxury brand products? Basically, like when in
the year do you usually buy the products or you just buy them randomly when you feel like?
Naina
I mean, it's mostly going to be like, you know when I'm kind of observing the websites and
seeing the upcoming collection and if there's something really strikes my interest, so that's
when I kind of look for it, and if it's available in India, then yes. If not then whenever I travel
abroad, I tried to purchase it then. So, there's no particular timeline, it is just depending on my
interest.
Divya
And which brands would you usually buy accessories from, like specially bags or shoes?
Naina
It depends, but some of my favorite ones are YSL and channel is a classic. Sometimes I do go
for fun accessories as well, but that depends on you know which brand is offering what.
For me the biggest, the biggest important thing, which I think helps me make a decision, is that
I don't want my product to shout out the brand. I want it to be very subtle. So, for example if
I'm going for like a Prada wallet.
Then I would want it to be very subtle and subtly say Prada like it shouldn't shout because I'm
not the brand ambassador for the brand, right? I'm using the product because I like the quality
and I like how I can use it in my everyday life.
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Divya
Is there anything else you look for in a luxury product?
Naina
if I have to go to work then do, I really want a luxury product for that. It's more about Usability
and for example, my dream bag would be like Hermes, like something which you can pass
down generations.
Divya
Do you look for iconic products in the brands or like do you look for quality or new design or
color?
Naina
It's mostly quality and a very classic design, because we all know that these luxury products are
not cheap, right? They're investment, so I don't want to invest in something which I know that
you're later bored off.
Then, because that money is gone right then, I can't really do anything about that and then the
resalable value are also not that high, so if you buy a classic, which for example really last you
for a few years or also you can pass down generations is what you know I think is worth investing
in.
Divya
So, you look for the sustainable aspect in the bags or shoes, whatever you buy from luxury
brands, because you want them to last longer.
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Naina
Yeah, absolutely. And for shoes the most important thing is comfort. So, you know, I can buy
the iconic YSL heels with the YSL logo, but they are really uncomfortable so I wouldn't want to
purchase something like that right.
For example, if I'm wearing a nice pair of shoes to go for a good event then there's like good
amount of standing involved and I wouldn't want to be in pain, you know? So that's the comfort
factor is number one in terms of if you talk about the category of shoes.
Divya
So, are you like suggesting like these fancy brands or the luxury brands do not offer comfort
when we're talking about footwears?
Naina
No, I wouldn't say that they don't offer comfort, for example, like the Gucci mules are like very,
very comfortable. But it all depends, you know, on what kind of shoe you want to purchase. So,
I mean it's a lot of hit and miss, and that's also apart from the luxury brands as well.
Like any kind of shoe, is a hit or miss.
Divya
So, like you prefer buying bags more than shoes.
Are there any differences between luxury products purchased locally and those purchase
globally? Like you said, you have been living in the US for eight years, so do you find any
difference when you come to India? Is there a difference between the products offered by the
brands?
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Naina
No, I don't think there's a difference, but of course the big thing is the season. So, if I suppose
purchase something in March in New York, that might not be available in India. So, there's a
season difference for sure. And then also the biggest thing is that when we go for purchasing
such luxury items, we would require like a VAT refund, right? Because it's a huge amount. So,
if I want to purchase something I would rather go to abroad and buy. Like if I'm going to
Europe, I would buy it from there rather India because then I also get the tax back which in
India won't get because I'm a citizen.
Divya
Okay.
What do you look for in a luxury product when purchasing it for our traditional purposes? If
you're going for a wedding or there's some traditional festival at your place and you want to
buy some luxury accessory, so what do you look for in that product?
Naina
So, for example, if you're talking about purchasing luxury product for traditional purposes, I
would go for something which is a color which goes with a lot of Indian clothing.
Maybe like a grey or maybe a silver, or maybe a gold that has a higher usability. I'm not one for
really buying like accessories when I'm wearing like heavy outfits. So, I try to like keep it minimal
something like in which I can hold my phone.
Divya
OK, like something very small. Not a big bag or anything.
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Naina
Yeah.
Divya
Naina
Actually, I don't carry a lot, just carry like a small tiny bag which can keep some money and my
phone, um. So basically, you know what we say here, like a clutch kind of a bag.
So yeah, that's pretty much it.
Divya
Naina
I mean, of course I think I would be, but it depends on how it has been represented.
Divya
For example, there's a bag and you have a choice between 2 bags. One bag has like batch of
embroidery on it and the other bag is like full of embroidery. Which one will you prefer?
Naina
I will do the Patch.
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Divya
Okay, yeah makes sense.
Divya
What will be your concerns if a local luxury brand collaborates with a western luxury brand? Do
you think there will be a limitation or a problem faced?
Naina
No, not at all. I mean you can take an example of Sabyasachi with Christian Louboutin, right?
That's what they did like that's a local luxury brand Sabyasachi and they have come up with a
collection with Christian Louboutin, and I think that's huge because both of them are niche in
their fields and when they join, like when two forces join hands together, they come up with
something truly incredible.
And that is what they did, and their collection sold out like within a few days of being launched.
Yeah, because that' something very, you know, like once in a few years kind of thing. It doesn't
come every year.
Divya
Will the incorporation of Indian crafts in a luxury brand makes it more likely for you to purchase
from them for a special event?
Naina
I mean, not really. I don't think it will make it more likely. But it would be worth considering for
sure.
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Divya
So, like you seem very interested between the collaboration. So, if more designers are
collaborating with more brands, so will you be interested in such collection.
Like you might have considered buying certain stuff when you got married like which were
traditional because you were the focus you were the bride and you had the budget also. Would
you be happy if they had like a special collection designed for wedding?
Naina
Yeah, of course. I mean, I would definitely be inclined if they have like a special collection and
why I was so inclined towards the collection between Sabyasachi Christian Louboutin because
Sabyasachi is namesake for Indian weddings, everything he makes is Golden, you know in
terms of quality in terms of their ability, so I feel that it depends on the designer for sure. Like
for example, I really like for Indian luxury I really like Abhinav Mishra so if he decides to do
something with the Western brand and come up with something very unique, so of course I
would want to look into it and see what they have come up with.
So, it really depends, on what designer is doing what, and then the timeline of where I am in
my life at the moment.
Divya
Would you be interested in the service that provides traditional elements for your luxury
accessory? Like for example you have a bag from YSL and a brand is offering a sling for it, which
is very traditional so that you can use it while you're going to any special events or any
traditional functions. Would you be interested in such service?
Naina
Yeah, of course. I think that that sounds like a good combination, right? Like why not?
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Divya
Okay.
Will you be afraid to buy a bag that is inspired by Indian culture because you think the utility of
the bag wouldn't be that much because you wouldn't be able to carry it regularly with you
because you're spending a lot of amount on it, so you would want to use it also so will that be
a factor?
Naina
Yeah, of course. I mean, you know it all depends on the person's lifestyle, right? My lifestyle
entails more of western wear and more places where western wear is the norm, right? So, for
me to carry or buy something I would want it to suit my lifestyle and that would be a western
bag, because, you know if we talk about like someone who's spending more time in traditional
events in India, then for them they would want to invest in something big from the Indian luxury
brand.
Yeah, so for me the western one makes more sense with the current lifestyle I'm living.
Divya
If you don't mind me asking, like how much did you spend while buying things for your
wedding? Specially for accessories like bags and shoes from luxury brands.
How much did you spend in whole?
Naina
I mean, that's a difficult question. I really don't remember.
Divya
Did you buy a lot of luxury items that time?
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Naina
I was gifted quite a few. That really made it better for me, but if you want a ballpark number
then maybe we can go for like about around two to three lacs in INR.
Divya
I'm asking this question because especially in India you have a lot of budget just to buy these
things when normally you don't have that kind of budget just to spend it on one occasion.
That's why, I was curious because it's a big thing in India.
Naina
Yeah, yeah, I mean if you want to know that is just for like accessories. But like in terms of if we
add like a value of bags and all that. I think maybe you can say around five to Six lacs in INR.
Divya
Thank you so much it was great talking to you.
Naina
Of course, my pleasure.
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Appendix 2.7. Participant ‘G’
Divya
Hi, my name is Divya. I am doing Masters from London College of fashion and currently I'm in
my last semester and doing a research on fashion, a union of two cultures and the aim of my
study is to explore how western luxury brands can reflect local Indian crafts in their designs for
women's accessory to achieve sustained success in wedding fashion market in India. This
interview will take around 20 to 30 minutes and all the recordings will be destroyed after the
submission of my project.
If you don’t mind you can start introducing yourself, your age or name and your employment
status.
Natasha
Hi, I'm Natasha Chadha Arora and I'm 26 years old and I just got married last year. it's been 1
and half year and now I'm just homemaker. And I've done fashion designing from Pearl and
followed by 1 and half years of job experience and more over I have done business
management diploma course from NIFT Delhi.
Divya
That’s great.
I'll start with the questions and you can ask me if there is any confusion, I can give you examples
to explain it better.
On which occasions do you usually buy western luxury brand products? Is it on birthdays or
your anniversary or some festival?
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Natasha
On my birthdays or on my anniversary like I just had my first anniversary on January. So yeah

on these special occasions or for gifting bag to my mom or to my near and dear ones.
Divya
Which brands would you usually buy accessories from like specially bag or shoes?
Natasha
Oh, bags, I really like Gucci, Tory Burch and Burberry.
Personally, I don't go for LV. I don't know why I'm not, yeah.
Divya
Is there a particular reason why do you don't go for those brands? Like because of this style or
anything?
Natasha
I don't know. I think LV is too cliché like I don't know like why everybody is carrying with the
same loop printed all over and everything so for me it's a little bit too cliché, so that's why
maybe.
Divya
What do you look for in a luxury product? Whenever you buying these bags like what do you
look for? Do you look for the color or the style or the brand value? What is it?
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Natasha
For me, the first point is the style and Moreover the brand value.
Style is the most important thing for me.
Divya
Are there any differences between luxury products purchased locally and those purchase
globally? You might have traveled around the globe. Have you found differences in the
products in India and when you travel abroad like were there any collection differences?
Natasha
There are collection differences because in India we just have very limited collection as
compared to the one we purchased from the broad and Moreover, I think there is a little price
difference.
Divya
Yeah for sure.
Natasha
The prices are comparatively low in abroad and higher in India. I generally just go to abroad
and buy these luxury stuff.
Divya
What do you look for in a luxury product when you are purchasing it for traditional purposes?
For example, you're going for a wedding or a festival so you might be wearing Indian wear or
anything. So, do you look for certain accessories to go along with it.
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Natasha
Yeah, clutches or a sling bag like very small sling bag.
Divya
What kind of colors you look for? What kind of textures you look for in the bag? Is it like more
complementary with your traditional outfit or is it just normal?
Natasha
It's a normal bag. It's like the one which will go with any color or any outfit, for example, beige
like light color or may be little bit of Golden, would go with any outfit like Indian wear because
they are basically very blingy. You have lot of silvers and Golden work. So little bit of bling in
clutches would work.
Divya
Natasha
Accessory as in we can add the jewelry also. Right?
Divya
Mostly bags and shoes.
Natasha
Oh, okay. I think bags and shoes plays an important role in an entire look if you're just looking
at somebody, I think bags and shoes add something to the attire. If someone is wearing just
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the outfit and no clutch in the hand and then something is missing in the outfit. Yeah so bags
or clutches, I think.
Personally, I don't think shoes works well for Indian events because weddings are really fun,
dancing and everything. So, for me footwears should be super comfortable. I don’t think for
shoes luxury brand matters for me. Whichever brand is comfortable I will go for that one.
Divya
Okay. You got married like 1 and half years ago. So, would you be interested in buying
accessories like especially designed for weddings from luxury brands?
Natasha
Yes, I will go for it because I am from a Punjabi family and every other day, we have a function
in our family so obliviously I don’t want to repeat my outfits and the accessories. So yeah, I
would go for bags not for shoes neither for the jewelry. Yeah, I don't prefer spending that much
on artificial jewelry rather than that I'll I would buy some diamond or gold jewelry. So yeah, just
the clutches or bags.
Divya
Natasha
Yeah, I would love to see that, it will be very good.
Divya
When you go to luxury showrooms you don't find very traditional accessories to go along with
your outfit or it works for you?
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Natasha
No, no, I think we already have a mindset that if we're going to this brand will not get anything
traditional. I don't look for traditional things in these luxury brands.
I know if I'm going there, I'll I won't get anything traditional so I can buy anything which is
Blingy, or very stable with the brand name.
Divya
But still you look for a little bling in the product when you are considering it for traditional
events.
Natasha
Exactly, yes, because we don't see all these embroideries on luxury bags.
Divya
Okay. As a consumer, do you think there are any limitation if a luxury local brand collaborates
with a western luxury brand, do you think there will be any concerns for you as a consumer if
the collaboration happens?
For example, If Manish Malhotra is collaborating with Gucci, do you think you will like that
collaboration? Or do you think there will be a certain limitation that will stop you from going
and buying that product?
Natasha
I think I will have my concerns for money. For example, Manish Malhotra designer is expensive
himself and then adding his creativity with Gucci would add more cost to the product so I will
not buy that expensive product. This is what I think and if Gucci wants to work with small Indian
craftsman, I think I will be more interested in that because that product will not be that costly.
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Divya
But if you find that product in Gucci's price range because Gucci obviously doesn't sell very
cheap products.
Natasha
Yeah. If the product is in Gucci’s price range then I would love to see that. Because every Indian
girl is a fan of Sabyasachi and Manish Malhotra so there will be something different and
innovative.
Divya
Okay.
And will the incorporation of Indian crafts in a luxury brand make it more likely for you to
Natasha
I think I'll just buy those particular products just for the special occasions only. And for example,
if they have a collection of it or if Gucci makes something with Indian embroidery then I might
buy it once.
Divya
Yeah, but it will be a very sustainable product so you can use it like for a long period of time.
So that will be nice too.
Natasha
Yeah, because, I think these days, all these products can be used with western outfits also.
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Divya
Will you be interested if a brand is providing you with a service that adds element to your
existing luxury accessories. For example, for your Gucci bag, I'm giving you a patch which has
a bling on it or may be some traditional element or some Indian craft. So, will you be interested
in such a service.
Natasha
Yeah, that'll be a good thing, I guess.
Divya
If you don't mind me asking what was your budget for accessories like bags for shoes? Or was
it very randomly shopped? Because in India wedding is a very big thing and you do all the
shopping for accessories like bags and shoes.
Natasha
It was actually very random. if I went for shopping with my parents or anybody and if I like
something, I get it because in Indian wedding we do trousseau shopping for the bride. So, in
trousseau we can add anything like what I would want to use after marriage. So, during that
shopping I used to buy everything I like. I didn't have the budget for it.
Divya
Okay, that's nice.
Thank you so much for participating in the interview. It was really nice to have you.
Natasha
140
OK, thank you so much I. I hope it helped.
Divya
Yeah, for sure. Thank you.
141
Appendix 2.8. Participant ‘H’
Divya
Hi, my name is Divya Mittal. I'll give you a brief introduction to the project. As, I've
already shared with you two documents including the consent form, and, uh, the other one
with the resources, the background, and rationale.
My study aims to explore how western luxury brands can reflect local Indian crafts in the
designs for women's accessories to achieve sustained success in the wedding fashion market
in India.
This interview will take around like 30 to 40 minutes. And, uh, the interview call has
been recorded.
Rishanki
OK.
Divya
I'll start with the questionnaire now.
Can you please introduce yourself including your name, your age, and your
employment status?
Rishanki
OK, so uh yeah hi I'm Rishanki Jain. I am currently 26 years old.
Um, I have been working in the tech industry as a product data scientist for the past 4-5 years.
I am residing in the US. Yeah, that’s it. Anything else?
142
Divya
OK. Uh, when are you planning to get married?
Rishanki
Uh, yeah. So, I got engaged this year, and uh, soon, hopefully by the end of this year or
probably early next year we will be looking for dates to get married.
Divya
So, are you planning to get married in the US or in India?
Rishanki
I mean, we haven't decided on that yet, but uh, given a chance, then it's going to be India. Uh,
if all the restrictions and the COVID settles down. So, but we don't know if it's going to take a
while or if it's going to be too long then we might do something here, but we haven't really
decided anything yet.
Divya
Uh, but whatever the situation is, will your wedding be a traditional Indian wedding? If I'm not
wrong, uh, wherever the location is US or India, will the wedding be a traditional Indian
wedding?
Rishanki
Yes, yes.
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Divya
OK, so on which occasions do you usually buy Western luxury products? And what kind of
products do you usually buy?
Rishanki
Uh, yeah. So, I think being in the states, even when I was in India, I think I do buy a lot
of western clothes, western accessories and shoes. So, I would say pretty much 70% of the
wardrobe would be western clothes. I do keep some traditional clothes useful for going back
home or, you know, some specific occasions. If we are celebrating some specific
functions within the US.
Divya
So, what kind of luxury products do you buy and on what occasions?
Rishanki
OK so, I would say for everyday wear or more casual clothing, my general hot pics would be,
uh, pretty much Zara or Calvin Klein or forever 21 or Hmm, that's just like general summer
clothing or just casual stuff.
If it's a little formal wear, then usually for some conference or any kind of, sorry.
Divya
I think you misunderstood my question here. I'm asking about brands like Burberry, LV or
premium luxury brands like Michael Kors or Coach. So, what kind of products do you buy from
these brands and on which occasions?
144
Rishanki
OK got it, uh, so that's uh, that's not very common. That's going to be for special occasions
like birthdays or some celebrations where you just want to give yourself
something. So, it could be pretty much once in two months or something like that, or if I
specifically like something that's coming to the market, and generally it's handbags. So, luxury
brands are going to be Coach. And for footwear I generally prefer sandals or footwear
from Coach. I really enjoy luxury perfumes from Chloe, Burberry or Armani. And for handbags
I also like Michael Kors. The purchase is not that frequent, but ya, once every couple of months.
Yeah.
Divya
OK. So, what do you look for in a luxury product? For example, is it the color? Is it a design? Or
the shape?
Rishanki
Uh huh.
Oh, so aesthetics is the first thing. Um, it must be pretty. So, aesthetics is the first thing, and the
second thing is uniqueness. Um, the structure, the color or the design should be very different
or unique. And the third thing would be comfort and quality. So generally, if I'm buying a
luxury item, I'm assuming and I'm hoping like you know because you're investing that amount
of money, so it should be durable and it should be comfortable. If it’s shoes it shouldn’t hurt
my feet. And it is comfortable in that way. And they should be sustainable. Like they should
survive for a very long time without any wear and tears. OK. So, that’s pretty much.
Divya
OK, so when you buy luxury items from India and when you buy them from the states. Do you
think there is any difference between product quality or patterns or design?
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Rishanki
I do, I do sometimes find differences. I feel the designs here are more subtle and have more
variety in product range. There could be also differences in terms of sizes.
In India the colors are flashier and more vibrant. And sizes could also be varied. As Indian body
structure is different. I wouldn’t comment much on the quality. Maybe it’s because of the
weather. But yeah, the quality is not the same.
Divya
So, do you think there are any drastic changes between luxury items in India and in the US?
Rishanki
What is your question?
Divya
Do you think there's a drastic change?
Like Oh, do you think the product has been localized for the Indian market? Or do you think
it's very standard? Like you can buy the same product from the US as well as from India? Or do
you feel the product is localized according to the Indian audience demands?
Rishanki
Uh, no, not really, I mean. Uh, the items pretty much stay the same. If you're talking about the
brands of US that are there in India, it's just that I mean, the item is the same. What I feel is the
selection is very specific, the kind of stuff they keep in India that is probably more Indian,
or something which has an Indian feeling. So, the number of yeah pieces or the selection that
they have is very limited and specific to the Indian audience.
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But when you come to the US, you see, Oh, there's are more things. Um, you know there's
more variety. There's more like um unique stuff. The products they could
have introduced back to the Indian audience. Yeah, so they should. I keep on rotating stuff. It's
just very specific there.
Divya
So, is it specific to colors? Or do you think there are any changes in the designs as well?
Rishanki
Oh, I will say the design.
I'm just like thinking on top of my head. Yeah, the design too.
Yeah, the design too would be a little different. Something that is regularly bought in the
Indian market.
Divya
OK. So, what do you look for luxury products when purchasing it for traditional
purposes? So, if you are going to a traditional function or wedding. And you want to buy a pair
of shoes or a bag, do you think you will look for something specific or is it the same?
Rishanki
So, if it’s a luxury product and if it must go with Indian attire. Honestly, buying from luxury
brands wouldn’t be my first go. Because luxury products don’t really fit in with that criteria.
But, if I still need to look something, I will try to look for heels with a little bling. It should have
some bling, or the color should match my outfit. It depends how I want to pair it up or if I want
to wear something very contrasting to my outfit. It would be difficult for me to match a luxury
brand with my Indian attire. I feel they don’t along that well.
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Divya
OK. Oh, would you be interested in buying a luxury product that is inspired by Indian crafts?
Rishanki
Oh yeah, definitely, I think the luxury product investment we do, doesn’t really meet the needs
of Indian attire or traditional outfits. It works well for western, casual or sporty wear and all the
other things. It would be a nice fusion which can be used. With the same comfort and
uniqueness but have a more traditional look and feel for it. I am sure it is going to work well.
But I think the usability would be limited. I mean it would be good for people who have more
traditional wear in their wardrobe than western clothes. That sector of the market would enjoy
it. As, they would need some luxury products to wear along with their Indian outfits on a
regular basis. But for people who just go to limited traditional functions, they are okay with
wearing with a non-luxury brand as they don’t attend these events as much. So, I just feel that.
But if it’s there in the market. I wouldn’t mind buying a pair of heels or a bag with some sort of
bling to pair it up with an Indian outfit. I think if I carry such a product with my outfit, it will give a
luxury feel to my attire.
Divya
So, uh, currently, whenever you're going to a traditional function what kind of bags do you
carry?
Rishanki
It's usually a clutch or a blingy and sparkly purse, like a small pouch, purse. Or I don't know
what they're called, but those like those pouches' kind of things which you can just hang
in your hand. And necessarily don’t need a long strong for it. And the look should be more
ethnic. I would generally go for bags rather than leather purses. This would be my go-to.
148
Divya
OK, so would you be interested in buying accessories designed especially for

weddings? As, you're getting married soon, so if you are planning to buy stuff for your
trousseau and for your wedding day, will you be interested in buying from a luxury brand that
has a special collection for weddings?
Rishanki
Uh, yeah, yeah, totally. I would be interested in this kind of fusion. I mean if the styles are boring
and if they are not poppy and blingy in the way they should be for a wedding, then maybe not.
But if they come up with something like that, then I would say yes. I would wear that.
Because on a big day like the wedding day I think I should feel more luxurious and
empowered. So yeah, why not?
Divya
As Indian weddings are a very big thing and the kind of investment happening at weddings
is also huge. So, do you think when you are not usually buying certain products, you would
look forward to buying them when you are getting married because you have that budget
at that time? So, will the budget be a plus point, as you can buy a lot of things because of the
huge budget?
Rishanki
Yeah, I mean girls die to buy Sabyasachi Lehenga for their wedding. Generally, because it’s
your wedding and it’s your big day you can buy such things because of the budget. So, I feel
there is a better possibility of weddings than other grand functions. Where people can think
about buying. Like I wouldn’t mind investing a little more at that time to buy a luxury pair of
shoes or a bag or jewelry.
Maybe on a normal day, I will still think twice and think about how much will I use the product.
But for the wedding, yes, I would take that advantage.
149
Divya
So, if you don't mind me asking, like, uh, how much do you think is your budget is that you
can spend on especially on accessories like shoes or bags?
Rishanki
So, your voice just cut off, but the question I got was, what would be my
general budget for buying these luxury items?
Divya
Yeah, like for your wedding trousseau, how much do you think you can spend on accessories?
Rishanki
Oh, I don't know.
Yeah, I don't know what is available in the market, but I mean generally, if I'm going for a luxury
brand, I do end up.
Divya
Oh, I'm so sorry, uh, I'm just asking if you are planning to buy 5 bags. So how much do
you think you spend on those five bags? So, what will be the approximate amount that you will
spend?
Rishanki
Oh OK, so I could probably tell you in dollars if that's OK. The way I would do it is probably by
um one very, uh expensive item. OK, uh, which could be, I don't think I will go beyond $1200. I
would prefer to buy that from Dior or Channel, or something like these brands. Then I would
150
probably buy less range of bags but more, in the range of 500-600$. So, I wouldn’t spend more
than 2500-3000$ on bags.
With one extremely luxury brand and then small elements.
Divya
So, do you think local luxury brands collaborate with western luxury brands and incorporate
craft elements in them? So, do you think there could be any sort of problem with the kind of
bag they produce? Are you worried about the quality? Or are you worried that you won't be
able to use it a lot? Or anything else?
Rishanki
Oh, so if they do that, um, they try to blend these two worlds together. I think they will have to
be super cautious about maintaining quality. Because with traditional stuff a lot of
elements get infused. For example, if there is thread work, or embroidery, or they just put
stones. If they are trying to incorporate these things it should be good, and they should take
care of the quality so that these elements do not fall out of the bag very easily.
And for shoes the heels are not breaking very easily. So, they should make sustainable and
durable products. So that will be my major concern. As I am investing such a huge amount to
buy from these luxury brands the quality must be top notch.
Divya
So, will the incorporation of Indian crafts in luxury brands make it more likely you will purchase
from them for a special event? As, right now you just told me, for special events you don't
usually carry your luxury brands because you want bling in your accessories.
So, if, uh, if you get a chance to buy a bag from a luxury brand and the bag has that bling, so
will you prefer to go to luxury brand to buy the product for a special event?
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Rishanki
Yeah, I would do yes. Because it’s kind of gives you satisfaction with both things. It will have a
nice design and it’s going with your outfit. It is also giving me comfort to use a luxury brand.
And solves my purpose of showing off and status as I am in a big gathering. That will be super
helpful, in that case.
Divya
OK, so would you be interested in a service that provides traditional elements for your
luxury accessories? For example, would you like to apply a patch of embroidery in your
existing luxury bag? Or maybe just change the strap of the luxury brand with
an embroidered strap?
It will be a detachable strap, so you're not ruining your bag, you're just getting a touch of
tradition or culture in your accessories. Would you be interested in such a service?
Rishanki
Yeah, I mean, uh I think that would be interesting because it would give me like 2 new
looks with a same item. Yeah, and I mean that it would be nice. I think if it’s
an extra accessory that can be attached to an existing item then it's kind of solves a lot.
Uh, yeah, I think it's going to just give me more new looks to try out. And just like a change, you
know, like a whole new bag altogether. So yeah, I would like that.
Divya
OK, uh, so that's all for today. Thank you so much for participating in my interview. I hope it
was fine with you.
Rishanki
Yeah, I enjoyed it. I hope this service gets launched quickly and I can be your first customer.
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Divya
Thank you.
153
Appendix 2.9. Participant ‘I’
Divya
Hi, my name is Divya. I am doing Masters from London College of fashion and uh, I'm doing a
research on Western luxury brands and how they can reflect local Indian crafts in their design
for women's accessories to achieve sustained success in the wedding fashion market in India.
So, thank you for participating in the research. This interview will take around or 20 to 30
minutes and all the recordings will be destroyed after the submission of my project.
Shreya
Sounds good, it’s my pleasure to help.
Divya
Thank you, uh. So, if you don't mind, would you like to start by introducing yourselves to basic
things including your name, age and your employment status.
Shreya
Sure, yeah, my name is Shreya also I am 29 years old, and I work in the US as a sustainability
consultant.
Um, I got married about two years ago. Um and yeah, happy to share my journey of what
brands I discovered during the process.
Divya
Well, that's nice, if you're working with a sustainability team you might have a lot of insights in
regard to sustainability.
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You can ask me if anything is unclear, I can give you certain examples to simplify it.
So, on which occasions do you usually buy western luxury brand products? Is it like your
birthday or any special events, or anniversaries or anything like that? Or is it very random?
Shreya
Yeah, so um, since I'm based in the US and not in India it might be different, like if I was based
in India, I would probably buy some other brands than would I buy here in the US.
I do buy on special occasions like birthdays, anniversaries, or even if I'm going for a vacation
somewhere, um, usually before the vacation I'll do some shopping. And then, of course, if there
is a sale going on, then yeah, so those are the main occasions. Celebrations, vacations
and sales.
Divya
OK, perfect and which brands would you usually buy accessories, specially bags and shoes?
Shreya
Yeah, so accessory um, I don't buy accessories very often, um.
When I buy bags, it's usually for work. Maybe buying less for now because we're all working
from home. But I like to change up my bag that I carry to the office every now and then.
When I'm going out somewhere, I have my own, sling side pouch that I use. And I'm very happy
with it because it's a neutral color. It's a high-quality leather material. It's from the
Banana Republic. I like to just keep that one neutral bag for weekends and things like that.
So yeah, I usually change up my office bag every now and then. And uh, it depends. Like
sometimes if I'm in India I buy a bag from UCB which is United Colors of Benetton. Um I have
a bag from there. I also have a bag from Michael Kors and Kate Spade. Madewell is another
company that I really like.
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Um, so yeah, that's about bags and about shoes. Um, specifically when I was in India during
the wedding, I got shoes. Um, and you can see the difference whether I'm in India or in the US,
the market will vary. The brands will vary, so anything I got my main wedding jutties from
Needle Dust. And then I got some comfortable clothes from the Westside. That is the brand I
have bought clothes from since school and high school. They
have comfortable shoes. Aldo once had nice-looking shoes, but it wasn't a great experience
because I used to get a lot of shoe bites from it. Because I don’t usually wear fancy-
looking footwear every day, and when I wear these fancy shoes it is very hard to get over the
shoe bite. So, I really like Westside. There designs are not as great as other brands. But I like
to invest in Westside, especially in footwear because of its comfort.
Divya
OK. And, uh, any luxury brands you buy from like on any special occasions?
Shreya
Um? No, I usually buy luxury brands like recently I did a lot of shopping from reformation here
in the US. When I, um, buy from luxury brands, I usually buy clothing I don't buy
so many accessories from luxury brands.
Yeah, but I do have one or two pairs that were just, um, splurge purchase, because you know,
I had some extra pocket money and I wanted to just buy something fancy. So, I think I
remember that from a few years ago I think it was Michael Kors or Coach, I don't know one of
them.
Divya
OK.
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Shreya
And then once again for western wear, I got boots. Not for the wedding.
Divya
OK and what you looking for in a luxury product?
Shreya
Uh huh.
Divya
So, do you look for the style or the brand value or the sustainable aspect so that product last
longer?
Shreya
Yeah, look for the style first. Um, sustainability is of course very important, um.
But I don't see luxury brands talking about sustainability much other than a reformation, which
is like mainly US based brands. I don't know if you know much about Reformation.
So, it's quite rare. I know Gucci is doing something mainly at some bigger product level. I mean
maybe more for a bigger brand level but not so much for the product level. I mean Gucci
is something I don’t see myself purchasing for the next few years. I mean I do know
about Gucci; I have been to their two or three trunk shows, pop exhibitions in Italy. But
I don't see myself owning something from there.
Divya
OK, and why is that?
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Shreya
That is, um, you know, I think this is a question between luxury accessories versus clothing. If I
did want to invest in a luxury piece, I would likely purchase clothing items rather than
an accessory.
Divya
OK.
Shreya
So. That is 1 and then the second is um. Yeah, I guess nowadays we're just not going out as
much if we are going out. I have plenty of clothes that I haven't used that I will wear.
If it's for a special occasion, yeah. I think when you were saying a special occasion like a
wedding, like me, that's over now. So, if it was my brother's wedding or my brother-in-
law's wedding, um, then I would see myself purchasing for that huge occasion. I would see
myself purchasing from a luxury brand supposing all my cousins also want to purchase the
same item and we all go there together, then I will be okay with it. Yeah so, that’s my pick on
why not. I don’t see myself using it in my day-to-day life here in the US. Because people in the
US are much more toned down in terms of how much they buy and use luxury fashion. At
least the kind of I know. But if I was in India, I would see myself investing in an extravagant party.
So, yeah if I was in India and if you were asking me similar questions my answers would be very
different.
Divya
OK, and uh, you are staying in the US for a long time so do you see any differences between
the stores of luxury brands in India and in the US?
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Shreya
I don't go that often to these stores, to be honest. I pulled out my shopping online um and
yeah, I think all along the bands that I see in India and the US are very different. Um, I don't see
the same. One example of the same brand that I see here in the US and in India. I know this is
not luxury, but I know Uniqlo is probably there in both or Muji. Sorry, but I don't think that's a
high-end luxury. That's your question here.
Divya
Yeah. OK, and uh, what do you look for in a luxury product when purchasing it for traditional
purposes? So, for example, if you're going for a wedding or any traditional occasion or some
festival, so what do you look for in a luxury product while purchasing it for such occasions?
Shreya
Match the overall outfit. That's important in terms of style and design. And this is maybe one
thing that's different for western work, and I would see myself going more for Indian luxury
brands because they will match the overall outfit more. If I was wearing a western outfit, then I
would go for Western brands for accessories but if I was wearing an Indian outfit, I still need
something that has some needlework, or it has some sequence. Um, so I would just
immediately go for an Indian brand if I was wearing an Indian outfit.
Divya
OK.
Shreya
Oh, the biggest thing I would look for is basically it should match my overall look.
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Divya
OK, and what kind of accessories do you carry when you attend traditional events like
currently? If you're going back to India to attend some traditional event, so what kind of
accessory would you usually carry with the outfit?
Shreya
Yeah, so I would usually carry a small purse because, uh, because most of the Indian wear
doesn’t have any pockets. So, I would carry a purse. Uh, I would have some nice earrings, and
maybe sometimes I don't like to have a necklace, but maybe sometimes a necklace. So yeah,
for me the essentials are a purse, earrings and footwear.
Divya
OK.
And, uh, would you be interested in buying accessories specially designed for weddings?
Shreya
Yeah, like every depends on the look that I'm going for. Um, usually if I'm going for a look that
is, you know, very heavy on the clothes, if my clothing item is really heavy, I go for simple
accessories and if my outfit is quite simple, uh, I will go
for heavy accessories. Fabindia has some nice accessories in India so I would see
myself looking for some nice modern Jhumka from Fabindia, or if it was even more traditional
then it would be a set from Mia or Tanishq. Something like that. Um so yeah, I don't know if
that answers your question.
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Divya
Uh, I am basically referring accessories the bags and shoes. So, if some luxury brand comes up
with a collection which is just for like weddings, so would you be interested in buying such a
product?
Shreya
Yeah, I don't know because I'm not following a lot of luxury brands on a seasonal basis to know
when they're coming up with a luxury product or not. I would do it like I was saying, if some of
my cousins or somebody else told me about it and I like the product, then I would go for it. I
wouldn't just buy it for brand value. Um, so yeah, it comes down to the product so if wouldn’t
know which luxury brands offer such a product range? Can you give me some examples, so
that I can relate more?
Divya
Christian Louboutin did a collaboration with Sabyasachi and they came up with a range of
shoes and bags for traditional purposes. It was like a collection of Sabyasachi's embroidery on
the product range. It was a unique capsule collection. It performed well in the Indian
market. Do you think you will be interested in such a purchase?
Shreya
Yeah, that's a good example. Um, I didn't know about this, because I don't follow as much the
luxury brands and the unique collaborations they do. Would I be interested in it? As you know,
if I had a friend or a cousin who was really telling me, oh, we should really go here and check
their collection out. If somebody else was really excited about it is how I would hear about it.
And then I would decide whether I would purchase it or not based on how it matches my outfit
and if I want to go for that look or not. And the price range. I wouldn’t go
for Sabyasachi because maybe the price is so high. I would maybe just go for a Sabyasachi
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hairclip. Just to say I have a Sabyasachi item. But yeah, I wouldn’t invest in a dress
from Sabyasachi since my wedding is already over.
Divya
OK, but if you were getting married and you were like preparing for your wedding trousseau,
so would you be interested in going and checking it out to just put something unique and
luxurious in your collection?
Shreya
Oh yeah, probably I would. So, where I got my clothes from was Taneja. It's a brand in
Bangalore, which is by a Tata enterprise. So, I don't know if that's considered a high-end luxury
or not. But what I liked about it is it was quite traditional and there was a lot of shop experience
so all that was nice. I didn't know the designer until I was told about the designer when I
purchased the piece. That was my reception, Lehenga. And my main wedding dress was from
a traditional Marathi shop.
Divya
OK. And, uh, would you be interested in buying the luxury product that is inspired by Indian
crafts?
Shreya
Yes. AND and Global Desi Well, maybe not Global Desi but AND does a pretty good
job. Fabindia as well. So, these are the brands that are within my reach. Um, and ones that I do
see myself purchasing.
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Divya
OK, and uh, do you think, uh, as a consumer you'll face any concerns if
a local brand collaborates with a western luxury brand and creates a collection? For example,
if you're not even thinking about buying, but if you are seeing from a consumer perspective if
Gucci and Sabyasachi collaborates, do you think there is a possible limitation that as a
consumer you'll face which will stop you from not buying the product?
Shreya
Uh, no, I wouldn't look at it like that. If, like, say, Gucci was selling something that was not in
collaboration with Sabyasachi and it was in this market over here in the US without like
completely cutting out any Indian connection from it. That's when I feel like, oh this is not right.
I think the popular term is cultural appropriation so that's when I see it. But if it's done in
collaboration, uh, and you know. Again, it depends on the final product and how it's used, and
even how it is modeled, like how it is, uh, shown in ads and how it is portrayed. All of that has
a big influence in deciding whether or not that will create any barriers for me to even consider
buying the product.
Divya
OK. And will the incorporation of Indian crafts into a luxury brand make it more likely that you
will purchase from them for a special event? Because, as you mentioned, for your traditional
events outfits, you usually go for local Indian brands, not luxury brands because they don't offer
that kind of range. So, if they are incorporating Indian crafts, which is going well with your
outfit, would you be interested?
Shreya
Possibly. So, you're saying if there is a collaboration, will it make me more likely to purchase
the item, right? Yeah. Yeah, uh, and that's a good question and I think the answer is yes.
And the other accessory I wear often is a watch and I love to see Indian designs infused in
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accessories like a watch or even earrings. Sometimes I wear Indian earrings with my western
outfit just to keep it nice and add my own touch to the look.
Handicrafts is something that is much more evolved, you know, maybe 5-7 years from now.
That's when I would really start to have a much bigger appreciation for it and incorporate it in
my day-to-day life. But for now, even if it's like an Indian design aspect added to a product, I
would like to like to try, I would go for it.
Divya
OK? And would you be interested in a service that provides traditional elements for your
luxury accessories. So, for example you have a bag from a luxury brand and as a brand, I'm
providing you a service that I'll design a complementing strap for your bag, which has
traditional elements on it which makes it more likely that you will be able to carry it with your
traditional outfit. Would you be interested in such a service?
Shreya
Yes, I would, yeah.
Divya
OK, and uh, so the last question, if you don't mind me asking when you were shopping for your
wedding trousseau, did you have a specific budget for your bags and shoes while you
were shopping for all the stuff for your wedding trousseau?
Shreya
Um? No, I didn't have a specific budget. Um, I was just going for what goes well with my outfit
and the items that I ended up purchasing weren't very high-end items. They
were very regular day-to-day stuff that I could use on other outfits as well so.
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Divya
OK. Uh, so that's about it. Thank you so much for being a part of my research.
Shreya
Happy to help, good luck with your thesis, thank you.
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Appendix 2.10. Participant ‘J’
Divya
Hi, my name is Divya and I'm doing a master's from London College of Fashion. Thank
you for participating in the interview. The title of my study is fashion: A union of two
cultures. So, I'll just briefly tell you about the aim of the research. My study aims to
explore how western luxury brands can reflect local Indian crafts in their designs for
women's accessories to achieve sustained success in the wedding fashion market in
India.
So, this interview will take around 30 to 40 minutes. The recordings will be destroyed
after my project is submitted. And yeah, that's about it. So, if you can, start by
introducing yourself like your name, age and your employment status.
Swarna
OK, so hi, my name is Swarna and I am 28 years old, and my employment status. I work
as a software developer for Microsoft in Seattle, USA.
Divya
OK, that's great. And uh, if you don't mind me asking, are you married or are you
planning to get married soon? And if you are married, how long has it been?
Swarna
So, I am married. I got married last year in March.
Divya
OK. I will start with the questionnaire and if something is unclear please let me know. I
can give you some examples so that that you know what kind of answers I'm
expecting. So, my first question is on which occasions do you usually buy western
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luxury brands product specially bags or shoes? Is it usually on your birthdays
or is it a very random purchase? Do you buy it whenever you feel like?
Swarna
So um, OK, so one quick question, when you say Western luxury brand, could you give
me some examples of our already existing brands so that I can answer accordingly.
Divya
So, premium brands like Coach or Michael Kors or high-end brands like LV or Gucci.
Brands which are global and have a high price range.
Swarna
The range is big, I was thinking like you would be targeting brands only like Louis
Vuitton or Gucci. So, I generally whenever I get gifts or when I buy it for myself. It's
generally my birthday. So, I think it’s just a treat to myself. Maybe for a birthday or a
promotion or something big. When I have achieved some at sports or performed well,
I gift myself during those occasions.
Divya
OK, uh, and which brands would you usually buy accessories, specially bags and
shoes?
Swarna
So generally, I buy bags from Kate Spade. I'm a little like a bias towards Kate Spade
because I did not have a good experience with Michael Kors, so I generally
buy bags from Kate Spade. Other than that, honestly, I don't own any of the other
luxury brands like LV or Gucci so I have been bought up to is Kate Spade right now, so
and in terms of shoes, um, I think, I own a Kate Spade pair. So, I would still go with Kate
Spade. I am very loyal to that brand right now.
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Divya
OK, so is there any particular reason why you buy it from Kate Spade? What do you
look for in a luxury product, which Kate Spade fulfils?
Swarna
So, for me it's like, um, I don't want to spend $1000 or maybe $600 or something which
I might not use regularly. And for Kate Spade I feel like it's very affordable for a middle-
class and I think like their pop-up colors like the colors which they generally use are
very bright and has a summer vibe. That is something which really attracts me. So, I
really like buying something like that. And owning something like that which makes my
outfit look a little extra rather than just going with a black or brown bag. I like their
design. So, I own a tote and a box bag from them. The tote is something which I
use regularly for my office. So, I really like to take it to work. So, I really like the bag
structure and the space it has inside the bag to stuff my things.
That’s the only reason I feel their products are much better and the quality is amazing.
I have been using a Kate Spade bag for almost 2.5 years. And, I haven’t seen any
damage. Nothing has been damaged. So, I really like their product for that reason.
Divya
You mentioned you don't like Michael Kors because you have not had a very good
experience with it. So, what was it like?
Swarna
So, um, so this is kind of a comparison I saw between Michael Kors and Kate Spade. I
own a box bag from them as well, so I thought it was very chunky. Initially I thought it
was heavy for the usage and um, I didn't like the structure and the bag just lasted for
7-8 months. The cloth started wearing off and then it got some stains. So, it wasn’t
something which I could dig out. So, I did get it exchanged once but then I gave up on
it. So, I don’t use it anymore.
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Divya
So, it’s the product quality mostly.
Swarna
Yeah. And if compared to Kate Spade, I didn’t like their product at all.
Divya
OK, and are there any differences between luxury products purchased locally and
those purchased globally? You have been living in the US for quite a long time so you
might have travelled back to India as well. So, you might have visited the Kate Spade
store in India as well. So, do you think there is a difference between their stores in the
US and in India? Or they are the same?
Swarna
I think in terms of bags they have a similar product. I don't think I compared a lot, but I
do not see anything different honestly, like well between US Kate Spade and Kate
Spade in India. I think they still have the same style and they still have the same color
set, so I did not see anything different. Maybe you as a designer would
have noticed. But I did not see a lot of differences between their products.
Divya
So, were you able to find all the products in the collection which were there in that
season in the Indian stores also or were they a bit outdated and just had very standard
products?
Swarna
Yeah, OK, I wouldn't have thought so much. But yeah, so could be outdated. I can't
say 100% for that answer, but yeah, so general bags which I would go for and any
specific color I still found them. So, in terms of styles, in terms of what exactly new they
have launched in the US and not present in India, I have not observed that much.
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Divya
OK, that's fine and what do you usually look for in a luxury product while purchasing it
for traditional purposes? So, when you go back to India and you are attending a
wedding or some festival and you're wearing an ethnic outfit, what kind of
accessories do you like to carry then with the traditional outfits?
Swarna
Oh, what do I wear as a part of a wedding outfit?
Divya
Yeah, yeah. OK.
Swarna
So, I love wearing earrings and I'm sure you also own a pair of oxidized gold earrings,
which we generally pair with most of our ethnic outfits. So, earrings are something
which I generally buy, and Jutties is like I have a big weakness for it, so I like, thank god
I have been blessed with good height. So, it's not like I must wear heels so most of
occasions I wear jutties or flat shoes. I think the concept of jutties is so comfortable, I
own here in the US as well. I wear it with a random dress. So, I love Jutties. I think I own
around 7-8 pairs right now. I don’t dress up that much. But still I love Jutties, they are
my favorite.
Divya
OK. And, what kind of bags do you carry when you are going to a traditional event? Is
it like a specific bag or is it a casual bag?
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Swarna
Uh, so generally, I ‘m sure you know about it in India we have something know as a potli
that is a generally a small clutch. So, I own one in a golden color. Which I carry with all
my sarees or dresses when I am in India. I mostly carry the potli.
Divya
So, you wouldn't carry your Kate Spade. Is there any reason for that?
Swarna
I think they don't generally go with our ethnic outfits. I think it's more of a casual
purpose rather than, you know, like a party. I just see them mingling with our ethnic
outfits.
Divya
OK, uh and would you be interested in buying accessories designed especially for
weddings? As you got married last year? So, if there was a special collection from Kate
Spade offering products which are for brides. Would you like to go there and buy that
kind of stuff?
Swarna
Oh, I don’t think so I would. Because in India we get a lot of local stuff which I love more
than just going for a global brand. I don’t think I’ll buy something from Kate Spade. But
I will buy something which is locally made in India. I would go for that compared to
Kate Spade.
Divya
OK, from any other brand like you wouldn't be interested? Any brand, not just Kate
Spade. If they are producing something which has the durability and the sustainable
aspect and the quality also and they are offering something special for ethnic wear.
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Swarna
So, I looked at the Sabyasachi bags which he recently launched. I'm sure you would be
aware of it, so that was something which I was looking for. I just thought it was just an
additional thing to buy during a wedding. But I think I would consider that if you really
like to ask me to go for a specific brand. I would invest in a Sabyasachi handbag.
Divya
OK
Swarna
Because I really like his ideas, which would go with the most of your Indian attires.
Divya
OK.
And, uh, would you be interested in buying a luxury product that is inspired by Indian
crafts? Like if some craft is incorporated in the luxury product, would you be interested
in buying such products?
Swarna
No, I don't like the amalgamation of our Indian Craft, which is so local and then going
global. I mean, it's recognition, which they might get to another different platform. But
I wouldn't buy something related to an Indian craft in a luxury brand, I would just get it
from a local market back in India.
Divya
Is it because the product will be cheaper and for luxury brand, you'll have to like to
spend a lot?
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Swarna
So, I think my lines of thinking are a little different in the sense I feel Indian Craftsman
will not be given enough credit and enough share to go to, at this stage. So, I
just feel maybe a luxury brand will buy a product from them for 150 INR. But they might
sell the same product at their stores for 15000 INR. So, the amount of money the
craftsmen will be credited for, so I feel it’s unfair. So, I would support a local business
in India and buy it directly from them. So, I can pay directly rather than just buy it
globally from a luxury brand. That is just my thinking and I would assume that.
Divya
It obviously makes sense, but what if a lot of crafts are dying because they don't
have funding? So, Craftsman is not able to be produce the products and the craft
eventually dies. But if a global company is willing to fund them and give them a certain
amount so that they can still survive, and still get enough credit for their work. So, what
do you think about it then?
Swarna
I think that would get me to think at least that I could support them somewhere. Maybe
I will purchase it. But, uh, yeah, I understand what you're saying, but there are so many
local businesses in India, and they are not recognized. And because of that they're
dying for obvious reasons. So, I think then I would support it if there were complete
honesty about how much goes back to them. Because I totally feel that local Craftsman
should be given a lot of credit because the global brands can just hang their tag and
they just increase the price and sell the product. So, I feel if that is the case and they
have been very explicit about this percent of share goes back to the craftsmen, then
definitely if I really love that brand. I would support it and go for it.
Divya
OK, uh, and what will be your concerns if local luxury brand collaborates with a luxury
brand. Do you think there will be a limitation or a problem if a Craftsman or maybe if
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Sabyasachi is collaborating with LV? Do you think as a consumer you will feel there is
any sort of problem in collaboration?
Swarna
As a consumer I think my concern, like I've already stated would be in terms of the
credit on the money, but I don't think there would be an issue because I'm sure the
luxury brands do a very good job of marketing them like the way they show in terms of
advertisements or you know, just their display which is more or less the window
shopping that itself would attracts a lot of customers. So, I don't think there would be
any kind of issue. As I stated, I still feel they're not given enough credit and that is
something which I would not force myself to buy from a luxury brand.
Divya
And, uh, well, the incorporation of Indian crafts into a luxury brand makes it more likely
you will purchase from them for a special right. So, for example, if Sabyasachi is
collaborating with Kate Spade, as you love both brands a lot. So, if they're
collaborating and they're producing something which is suitable with your traditional
attire, would it make it more likely you will go to buy from them instead of buying the
product locally?
Swarna
I think it is still a local brand for me. I think it's still good. I mean even if they are the
brands which I generally use. If you compare, uh, if you give me an option to go locally
then I'll go locally. If there is no option, and this is the only way I can buy something
which goes with my outfit then I will go and purchase. But if local stores be selling
something similar, I would purchase it locally.
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Divya
OK, and uh, would you be interested in a service that provides traditional elements for
your luxury accessory? For example, if you have a Kate Spade bag and I'm providing
your service in which I am providing you with a complementing sling which is
handcrafted. So, if you put it in your Kate Spade bag it will make it more likely that
it will go with your traditional attire. Would you be interested?
Swarna
I think I will. Yes, I think I would like it if there were something like that. I think I would
go for that. Yeah maybe if I can convert my bag into something which I can wear with
my ethnic outfit then I would invest in this.
Divya
And, uh, if you don't mind me asking like you got married last year and weddings are
a very big thing in India. And uh, the brides have a lot of budget to do their shopping
and everything. So, you might have it too. And so how much did you like to spend on
bags and accessories? Was there are a specific budget or not?
Swarna
No, I went with my budget. Random means you just end up spending everything. So, I
did go to the budget. I think the total budget for accessories including bags was
3 Lakhs INR.
Divya
So, did that time you bought something that you wouldn't buy usually. But like you had
that budget. Or, you were like, OK, why not just go for this brand?
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Swarna
I think everything I bought. I just wore it again like Luckily, I was my sister’s in law
wedding. But it’s just lying around. We don’t wear anything heavy in the US. But it was
worth it, as it was for my wedding and it was a very special occasion.
Divya
OK, so that nice. Thank you for participating in the interview. You gave me nice insights
so thanks.
Swarna
No problem at all.
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Appendix 2.11. Participant ‘K’
Divya
I'll just give you a brief introduction about the study, so my research project aims to explore
how western luxury brands can reflect local Indian crafts in their designs for women's
accessories to achieve sustained success in the wedding fashion market in India.
And all the information and all the recordings will be destroyed as soon as my research is
submitted and I have sent all the ethic forms and everything to you.
Divya
So, if you don't mind, we'll start by introducing each other.
My name is Divya Mittal. I'm currently doing Masters in fashion design management from LCF,
so this research is a part of the Masters project.
Divya
You can introduce yourself, your age and what do you do? What is your employment status?
Tanya
Yeah, my name is Tanya and I'm 25. And currently I'm working with a designer.
Divya
When are you planning to get married or like are you already married?
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Tanya
No, I'm not married, but I'll get married next year.
Divya
That's great.
On which occasion do you usually buy western luxury products? So, is there a like special
occasion or like how many times do you buy western luxury products?
Tanya
So, it's mostly on my birthday or my mom's birthday, so yeah, generally around birthdays and
basically, we share everything so that’s why.
Divya
When do you buy luxury brand products? When you have to go to a function or only on
birthdays?
Tanya
Luxury brands, no, not specifically for that.
Divya
Just on birthdays?
Tanya
Yeah, mostly yes.
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Divya
From which brands do you usually buy bags or shoes?
Tanya
Jimmy Choo, Fendi
Shoes I don't like to buy from luxury brands but yes Michael Kors.
Divya
What do you look for in a luxury product like? Why are you like inclined towards buying it?
When you buy for your birthday what do you look for in the bag or anything you buy?
Tanya
I look for elegance
There has to be something different about it so that it stands out.
That's it. It has to stand out, otherwise there's no point. I think of owning a luxury, but also it has
to be elegant.
Divya
Do you think you buy luxury products because they sustain more than the local brands or just
for the style or the brand name?
Tanya
I think it's also an investment for me. It has been an investment, so yes, because we don't use
it very often, but we also have them.
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And we can use it whenever. But yes, it's an investment so.
Divya
Do you usually travel like around the globe?
Do you go for International trips? You might have seen luxury stores there also. Do you see
any difference in the luxury stores in India? What kind of products they have and the products
are available internationally? Is there any difference?
Tanya
Yes, there's a lot of difference.
In terms of pricing and also in terms of availability of a lot of things that are available outside
India are not available in India, so there's a wide range to shop from abroad.
Divya
What do you look for in a luxury product when purchasing it for traditional purposes? For
example, if you're going for a traditional occasion like there's a wedding in relatives and you're
going there. Do you pick your normal handbags or like do you think you should have that
element?
Tanya
No, there should be some bling or some something different for me to carry to a wedding or
something different than what I carry usually.
For example, I have one LV sling and I have a Jimmy Choo sling it has a little blink, a little glittery
and it's LV one is very simple and elegant. It's pink in color, so I can't carry that to a wedding.
But I can carry the Jimmy Choo one to a wedding.
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Divya
Yeah, it makes sense because all the traditional outfits are like very out there, so if you're
carrying a very subtle bag so it doesn't go with outfit that much.
So, like what kind of accessories do you usually carry when you go to traditional events? What
other kind of sling bag do you carry? Mostly like bags and shoes? For example, if you are
wearing heels, so are you wearing something very glittery that goes with the outfit or it's like
standard heels, which are comfortable.
Tanya
No, they're mostly glittery or black. Black doesn't have glitter, so mostly black or nude.
Divya
And what about bags?
Tanya
Clutches, sling bags.
Not the big ones, small ones.
Divya
Would you be interested in buying accessory designed especially for weddings like you are
getting married soon so you'll be looking around for shopping around for bags and shoes.
Would you be interested if there was a special product line just for weddings?
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Tanya
Of course. For wedding there is a waist bag, right? I don't know what you call it.
The one you can put on the waist and there's a bag also with a belt?
Divya
Belt Bag
Tanya
Yeah. I think that's like the most suitable because you don't have to carry it like a sling or you
don't have to carry it on your shoulder, so I think that's very comfortable for the wedding. And
it looks great, so yeah.
Divya
Will you be interested if LV launches product line, which is specifically designed for Indian
weddings and it has all the crafts included in it which are going with your outfit so you will be
interested in buying such things or no?
Tanya
Yeah, of course.
Divya
What will your concerns be if a local luxury brand collaborates with a western luxury brand? If
I'm planning to open my own luxury brand which is offering luxury accessory and I'm
collaborating with their best.
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So, do you think there's an issue between both things because I don't have that recognition
right now, but I'm collaborating with a renowned brand. So, what do you think about that? Or
any local luxury brand like if Sabyasachi is collaborates with LV and then they come out with a
wedding collection will you be interested in that?
Tanya
That collaboration I think would be great because collaborating Indian crafts with the western
luxury brands is going to be very nice. I think because there are a lot of things which Indian
craft can offer and it's going to be a I think a mixture of elegance and also a mixture of the
opposite of elegance, glitter or embroidery which is subtle it will look great, I think.
Divya
So, it's not just like embroidery, if the craft has block printing and it's all collaborating with LV
and it is just taking the block printing and forming such bags. Or would you be like interested
in buying certain products because it will be different?
Tanya
Yeah. It will be different what we usually have, so yes.
Divya
Will the incorporation of Indian crafts in a luxury brand make it more likely for you to purchase
from them for a special event?
Right now, you just said that you mostly carry LV or Jimmy Choo bag because it has like glitter
and everything. But if your Louis Vuitton bag also has like certain amount of element to it, so
would you be interested in doing that and would you like that sort of collaboration?
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Tanya
Yes, of course. If it has something like, not a very big thing also but it has some different element
on the logo, maybe and if it will go with my outfit. So obviously I would prefer that it'll be a
multi-functional and multipurpose bag. I can carry to weddings and I can also use it on daily
basis. Depends on what kind of work is done on the bag.
Divya
Yeah, so even I was also worried about the fact that if I'm just buying a bag for wedding and if
I'm just attending like 2 weddings in a year or so, that bag doesn't solve for the purpose so I
was also worried of utility of it.
If a company provides a service that provides traditional elements for your existing luxury
accessories, for example, like there's a detachable patch or something which you can just hang
or the sling of the bag is embroidered which is adding certain traditional elements. Or will you
prefer whole luxury bag more?
Tanya
Yes, because the whole traditional luxury bags are available here in India also. A lot of
designers are making them so, but they are specifically for weddings but you can't carry them
on daily basis so you can carry it somewhere else like they are specifically made for that and I
think of it as waste of money, so I don't invest in those bags because I feel that my Jimmy Choo
bag is solving the purpose of for two things I don't want to like buy those bags instead of like I
can use it, right? I can use my Jimmy Choo bag wherever I go.
Divya
But like if a luxury brand like which you really like Fendi. And if they are making a collection
which is like traditionally inspired and like picked up from the local culture, so would you be
still interested or you will still think that it’s a waste of money?
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Tanya
No, depends on the kind of work that is done on the bag and if it's multipurpose because when
you buy a luxury bag or anything luxury from a luxury brand, you would want to use it more.
You don't just want to keep it in the closet and then wait for that one day that you're going to
use it and then put it back and use it the next year, right? Yeah, you want to use it. So that it has
to be multifunctional so it has to solve another purpose.
Divya
So, you think if it's multifunctional it will be more useful.
Tanya
I told you earlier also that it should be elegant. 50% elegance and 50% multifunctional mixture
of two would be great, I think.
Divya
if you don't mind me asking you might be planning to shop for your wedding. What do you
think your will be especially for bags and shoes? How much are you willing to spend?
Because mostly in daily life you're just buying a bag on your birthday, but on your wedding.
You will be able to buy 5 bags and maybe from the brands you think are too expensive to buy
right now. Will it be like at that time like you have much greater budget to spend on accessories
that time?
Tanya
Of course, like with weddings are the days when you can actually shop for everything you want.
I think so, yes, I will. I don't have a budget in mind, but I would spend money.
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Divya
But yeah you will consider buying things you never bought before because it your wedding.
Tanya
Yes, Exactly.
Divya
So that's about it. Thank you so much for participating. I hope you were comfortable during
the interview.
Tanya
I was Thank you.
Divya
Thank you.
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Appendix 2.12. Participant ‘L’
Divya
Hi my name is Divya. I'm doing a master's from London College of fashion and this is my last
semester. I'm working on my master's project and the title of my project is fashion: A union of
two cultures. So basically, I'm a blending the western style with the Indian culture. And my
research study aims to explore how western luxury brands can reflect the Indian crafts in the
designs for women's accessory to achieve sustained success in the wedding fashion market in
India.
Uh, and uh, this interview will take like around 30 to 40 minutes, maybe less than that,
and the recordings will be destroyed as soon as I submit my project.
Oh, so if you don't mind can start with introducing yourself with your name, age and your
employment status.
Yotsana
Sure, uh, my name is Yotsana Tripathi. That's what people call me here in the United States. I'm
from India. I've been in the United States for the past two years. Um, yeah, roughly about two
years. My age is 28 years old and my employment status is that I recently lost my job because
of COVID-19, um, so yeah, I'm waiting for situations to totally calm down.
Divya
So, what is your profession like? What do you do?
Yotsana
Oh, I'm into digital marketing. I was working for a distillery and I was handling their entire digital
mandate but yeah, because of COVID things changed.
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Divya
OK, for how long have you been married?
Yotsana
I've been married close to 1.5 years. Yeah, it's going to be 2 years in December.
Divya
Yeah, that's great. Oh, and so I'll start with the questionnaire now and you can tell me if
anything is unclear, I can give you some examples to explain it a bit better and I'll try to keep
it very simple. But if anything seems a problem, you can just let me know.
Yotsana
Uh, yeah definitely.
Divya
Yeah, so the first question is on which occasions do you usually buy western luxury brand
products?
Yotsana
OK so firstly. Define what is luxury product according to you. Is there a price range? Are there
any other factors to consider?
Divya
So basically, a product from a high-class luxury brand which is global and whose products
are above the range of $300 I'll say. Which a middle-class section of the society can also
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afford. So mostly the brands recognizable all around the globe. Brands like Michael Kors, Kate
Spade, Louis Vuitton and Gucci. Or any other brand like that. So, if you are buying an accessory
from these brands do you buy on your birthday or on your anniversary or is it a very random
purchase?
Yotsana
Sometimes random um, or sometimes when there's a good deal going on, but mostly during
big family functions, I would say if someone is getting married or you know if there's one big
family function coming up and you know I have to be there. So yeah, so mostly
shopping is occasion based.
Divya
OK, so mostly for a family function or events.
Yotsana
Yeah.
Divya
And Uh, which brands do you usually buy accessories, specially bags and shoes? Is there a
particular brand that you really like, or it depends?
Yotsana
Um, there are a few brands that I really like. Um, for bags I really like Kate Spade. It's luxury so
it's niche also, it's affordable. Also, um and You generally they have good deals running, so of
course not a big hole in my pocket and I really like the brand, their bags and everything.
Besides Kate Spade, I really like Metropolitan. It's a Korean brand, but the bags
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are amazing. When I'm back in India I generally like whichever bag I like, so if the zip
is alright and if it has enough space to you know, to accommodate all my stuff, I'd go for it, then
I will not be so brand conscious.
Divya
OK, so and what do you look for in a luxury product? So, while you are spending so much
money on your bags, do you think there is some sort of quality you are looking for in the bag
or is it just the design?
Yotsana
Um, it's both. I am looking for some, um, quality. And, you know when buying a bag, there are
two three things that I want to be sure about that you know, if I'm spending so much money, is
it worth it? Secondly, how big is the bag? What all can it accommodate, and then is the quality
of the bag good, as in you know, will it last me long enough or is it just for a short buying where
I can only take it to fancy parties, and not a very rough and tough use. So yeah, these are the
three things that I like to see I like. Nobody buys a bag which just have a little hiccup in their
zips. Yeah, that's very important for me. Um, I'm a very rough user when it comes to bags and
shoes, and I use them rough. So, it must have space, good pricing, and good quality.
Divya
OK, yeah and uh, are there any differences between luxury products like purchase locally and
those purchase globally? So, like you were living in India for quite a long time before you
moved to the US, so do you think there were any difference you saw in the range of the
products in the Indian stores and those in the US stores?
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Yotsana
Um? If I talk about the Western brands, um, they pretty much have the same range of products
on the shelves, but if I talk about Indian brands, you know the local Indian artists really unvalued
when it comes to the Indian market, but the same local Indian art if you want to buy it across a
season, you know in abroad it really costs you a lot. So, if I must buy a local handicraft way back
from India over here it's going to cost me really, high, even more than a Kate Spade bag.
So yeah, the local handicraft is only valued in their native country by artisans not by customers.
But over here when I have to go, I'll give you an example, Um, I was generally looking for a bag
I had to attend a wedding here, and I wanted a slightly fusion of Indian bag and a western bag.
I went to Louboutin and the bags that he had designed, I knew that Handicraft was back from
India. They did a collaboration with Sabyasachi. When I saw the bag the cost of the bag
was $1000, and it was just a clutch. So, you know it's expensive, so I prefer buying my local
Indian handcrafts from India. I don't like investing for Indian craft over here.
Divya
OK.
Yeah, because the price difference is a lot. Yeah that's true. And uh, what do you look for in
luxury product when purchasing it for traditional purposes of? For example, you must go for a
wedding and if you're buying a luxury bag, what would you look for in a luxury bag
while buying it for a wedding?
So, is there anything specific you look for?
Yotsana
Um, generally when I buy bags, I prefer the classic colors or muted tones so that they generally
go with all kinds of attire, whether I'm wearing Indian or I'm wearing western whatever I'm
wearing, it goes with my attire and it's not a little off.
When buying for occasions, that's what I really look at that you know if I'm buying this bag, after
this occasion is over, what is the use of this bag? So, I preferred, you know, simple, minimal
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bags. For all sorts of stuff, accessories even if I'm buying a belt, I would go for something that
can be, switched with other attires. So, it must be multi-functional.
Divya
And, uh, what kind of accessories do you usually carry when you attend, traditional events? Like
if you're going for any traditional events in India what kind of accessories do you usually
take along with you?
Yotsana
I will generally have, um, a bag which has all the basic stuffs like you know Lip
balm you know and it can just have my phone. Like 5 to 6 products at Max in a bag so that it's
easier to carry, it's small, it's compact.
And um, for other accessories when it comes to shoes, um, I carry my flats with me while I'm
wearing heels, because I know that's not a very durable thing. So, I'm going to take off my heels
and get into my plums. So yeah, these are the two things that I like to carry, so I don't
like carrying big bags around. Um, I like to keep it simple.
Divya
Yeah, yeah.
And, uh, would you be interested in buying accessory design, especially for weddings like you
were married if there was a special collection for the brides from a very nice luxury brand, so
would you go to the store to check it out and like probably buy something from there?
Yotsana
Um, during my wedding trousseau when I was shopping for it, um I did check out a lot of
brands, um, but You know, um, like it used to give me good idea of the kind of things that I
want in my trousseau, but at the same time either the price range was very high, or the quality
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was very low. You know something or the other thing went off, so you know there weren't many
options that had this good fusion of Indian craft and western style.
Divya
So, what if the Sabyasachi collaboration came during the time you were getting
married. Because you had that budget during your wedding, so would buy it at that time?
Yotsana
I did check out Sabyasachi's bags and even clutches. Even when you're doing a wedding
shopping, it's not that you know you'll go all out. There's the range that you need to maintain.
I'm not going to go and buy a 50,000 INR bag, you know, which has very less use given the
cost I'm paying to acquire it. So, I would go for something that is affordable I can extract value
of out of that money spent, so I will not go for something bizarre. And, you know, spend 50,000
on a Sabyasachi bag even if it is studded with Indian Handicraft. So, you know even then I
wouldn't do that. OK, so price range, during weddings, price range is the biggest factor that
drives decisions.
Divya
OK, you had a budget for shopping your accessories.
Yotsana
Yes.
Divya
Uh, would you be interested in buying the luxury product that is inspired by Indian crafts?
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Yotsana
Um, yes, if it was affordable. So, I follow a lot of brands in the United States which sell Asian
crafts to be honest, um, there is 10,000 villages, so those places have, you know very
bohemian fashion mixed with other Asian country handicrafts. So, nothing like those glittery
wedding related stuff. These 10,000 villages what they have is very handicraft and what you
are looking for occasions is little clear.
So, you don't get that glitter, when it comes to shopping for events or occasions, you know tide
with western luxury products. So that is missing.
Divya
And, uh, what will be your concerns if a local brand collaborates with a western luxury
brand. So, being a consumer, what do you think could be a limitation when such
collaboration happens?
Yotsana
When such collaboration happens, like let's take example of

Christian Louboutin and Sabyasachi. When their collabs happened, very good products came
out of it. But then who are those products for? Like, um, I cannot buy a clutch, you know, for
50,000 INR. I'm not going to buy it because no matter what quality it is offering me, it's way
beyond my budget. So, when such collabs happen, it's for the most niche segment of the
society.
The middle consumers, the middle buyers cannot buy it. But maybe if somebody’s wedding
budget is 10 Crore INR, they can afford it. Not me.
Divya
Yeah, like you buy bags from Kate Spade and Metropolitan? So, if they collaborate
with Sabyasachi for example, so would you be interested in it?
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Yotsana
Yes, in fact, if the range of those collabs are affordable. I would go for it. I mean an Indian away
from India is always looking for ways to be closer to home or closer to art. So yeah.
Divya
Yotsana
So yes, yeah. So, if I find clothes you know, even if western clothes that have any Indian
embroidery, I will go for it. If it is within my budget. No questions asked over there.
Divya
OK, and uh, because you are concerned about like the product wouldn't be versatile and that
multifunctional because you're spending so much, and you would like to carry it once or twice
in a year. So, if a brand provides your service that provides traditional elements for your luxury
accessories. For example, you have a small Kate Spade bag, like a small bag and as a brand
I'm providing you with some elements on your bag, maybe a sling which is embroidered and
is inspired by Indian crafts. So, would you be interested in such a service? You can buy that
sling, which makes your bag more versatile and you can use it in weddings as well.
Yotsana
Um, yes if it goes with the entire theme of my bag. I would. I would like to add something to
it. Yeah, so any Indian touch which adds to the accessories I I would go for it.
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Divya
OK, so if you don't mind me asking like what your budget for accessories, specially shoes and
bags while you were shopping for your wedding trousseau?
Yotsana
I didn't really keep a budget for bags because I already had so many of them. So um, I invested
all my money in shoes because Indian weddings are grand, they last at least two to three
days. So, morning to evening you have change attires. Even though you are wearing heels,
they must be comfortable.
So, I invested in that. Um, I went for good brand and who were charging me a good amount
for my footwear. So, I invested all my money in footwear. I had roughly about a budget of 1
Lac INR. So that was the kind of budget I had.
Divya
OK, so that's about it. Thank you so much for taking out time to participate in the interview. It
was nice. I got like some nice insights from you, so thanks a lot.
Yotsana
Thank you so much.
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Appendix 3: Transcription (After Product Development)
Appendix 3.1. Participant ‘1’
Mahima
Transcript
Divya
Hi, thank you for coming again to give your feedback for the products.
I think I have already shared the link of the website with you, you might have seen all the
products on the website. If you feel like you want to see the products again, I can share my
screen and show them to you.
Mahima
Oh OK, fine.
Divya
So, I'll start with the questions.
What do you like most and least about the products?
Mahima
So, I liked the slings a lot. That were attractive to me. And that is something unique. And, uh,
the least. Uh, there was this embroidery Patch, then the second one was charms? Uh, the idea
of embroidery patches is, good, it's just that I feel I will put in the least category for now. So, I
think it can be explored more in terms of colors or something I feel.
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Divya
So, the least thing you liked were the embroidery patches, right?
Mahima
Yeah.
Divya
And what are your main concerns or questions about the products? Are you worried about
something?
Mahima
Um? So, in embroidery patches, I would have this concern that how will I put it on my bag? Like
how can I attach it to my bag? Whether I'll give you the bag or what will be the procedure like.
If I buy the patch and then I want to put it on a bag? So, what will be the procedure of it? Like
will I have to get it done from outside?
Divya
In the description it was mentioned that it will have an adhesive backing so you can put it on
your bag. And if you want to remove your Patch, we can remove it for you. And if you want to
apply it again, we can just apply the adhesive backing again. So that you can use the patch
apply without doing ruining your bag.
Mahima
Alright, OK so I guess that, uh, I would be a bit concerned about the adhesive. Because, for me
it's like if I am putting something on my leather bag or non-leather bag or a good quality costly
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bag so I would be concerned that if I am putting something, will it leave a mark or something?
If I remove it?
I mean to say, if I am buying that embroidery patch to put it on my bag, then I guess it would
be something permanent. I would look for something permanent if I'm looking, I would go for
more permanent solution of attaching it on my bag like maybe a stage or something, or
anything a more permanent solution basically, and if I'm going for temporary basis to attach it
on my bag, then I would be concerned about the adhesive that will it leave a mark on my bag
or not, or if it will leave a mark then can I clean it or not?
Divya
Um, Ok.
Mahima
So yeah, maybe a better temporary solution, I will be concerned about that. So yeah, that is
one thing.
For the charms. I don't think so. I would be concerned. Charms, they're fine, I can just buy it
and put it on the bag. I'm not very concerned about it. And then, uh, there was sling. Sling is
also fine for me. Because it's different, it's detachable and I can just remove it and keep it. The
minor concerns would be is the dog hook fine or not and is it beautiful or not? That's it. Yeah.
Divya
So, have you used a similar product before?
Mahima
Uh, so I have used a detachable sling. But not of this type like not of this design. The design is
unique and new. I have used a charm for my bags, but I haven't used the patches. That's for
sure.
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Divya
And, uh, do you think the product is missing something? If yes, what will you recommend?
Mahima
OK, so again I feel for the slings it's fine. I don't think so. There should be a problem.
One, uh idea that I can give is that you can have different colored hardware. Because it's not
important that. Or an option where you can give the sling without the hardware or something,
because, uh, yeah, that would be my concern. That does the hardware of the sling match my
bag or not.
Divya
OK.
Mahima
So yeah, that would be one concern. And for the charm, it goes the same. I guess the hardware
color.
For embroidery patch, again, I guess only how to attach it and yeah, the procedure of it.
Divya
And, uh, do you feel the product is worth the price?
Mahima
So, for the charms and for embroidery patches the range was? I forgot.
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Divya
They were ranging between 599 to 1199 INR.
Mahima
For embroidery patches 1200, I don’t know. Paying 600-700 is still fine.
Also, I will be willing to pay 1200 if like I said before that I can permanently just put it on my
bag and I don't have to remove it or something. So, and if it's durable 1200 is also fine. And
the prices for charms is fine. Slings, I saw most of them were for 3500-4000. So, I guess
personally wouldn’t buy. But for an expensive bag ranging above 20,000 I can buy to
accessories it. Then it’s fine. But it’s a bit expensive for me.
Divya
OK. What feature or option could be added to make your experience better, like you saw the
website? So, do you think there could be another feature which can make the customer
experience better on the website?
Mahima
Like you have given the images of bags with patches on the website. It would be nice to have
images of bags with charms and slings also.
Divya
Thanks a lot, Mahima, for your wonderful feedback.
Mahima
Thank you
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Divya
OK, thank you Aishwarya for coming back to give your feedback regarding the products. Really
appreciate it.
I've already shared the link of the website with you and the products as well. If you want to see
the products again, I can share my screen and show it to you. If you want. So, I'll start with the
questions now. I hope that's OK.
Aishwarya
Yeah, I mean I have the product in front of me right now and I went through your website. I
remember everything, so you can ask away.
Divya
OK, so what do you like most and least about the products?
Aishwarya
Um, so firstly I would like to say that I love all the products they are amazing, well done and
also, I'm just going through the website and it's written that you know you follow zero waste
method.
Absolutely love that about all these products and your design and philosophy basically.
Because sort of when you are buying anything, you are buying into the story and I would
definitely love to encourage a brand that follows that business model.
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Divya
OK yeah and is there anything you don't like about the products?
Aishwarya
Um, not so far. I mean, it's pretty good, although I would love for you to include a lot of colors.
All I see right now is like a lot of gold and silver, but I personally love colors, so I would like to
see more of that for sure.
Divya
OK, uh, so I can tell you the reason why we have picked up very particular tones because those
are the main tones which everybody's ethnic outfits have. So, if somebody is buying it wouldn't
be so particular you can mix it and match it up with anything you have. It just has Golden and
silver which can be used with any color, so yeah.
But obviously we can add more colors.
Divya
And, uh, what are your main concerns or questions about the product?
Aishwarya
Oh, so one concern that I had in mind was basically patches.
What's the life span of the patches? I mean, how many times can I Patch it up? How exactly they
can go on. Is it like a sticky material or do how does it work?
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Divya
So, it's an adessive batch, we have tried and tested. Also, we have put it on a bag, and it is fine
till the time we don't remove it. So, we always advise if you want to remove it, we can do it for
you because we'd clean up everything and make sure your bag is OK.
And then make it ready for your next use, so you can apply it again to another bag.
Aishwarya
Yeah, so then I must remove it, so it has multiple uses, right? On the other, but for that to
happen, I'll have to come to you, contact you. Yeah, can I not do it on my own?
Divya
Uh, you can do it. We are planning to make these solution bottles which we can give to our
customers so that they can easily remove it and clean the bag also. So that it doesn't have any
sticky thing on the bag and doesn't spoil the leather material or whatever material. So, it's
mostly for leather material not for cotton or jute.
Aishwarya
Oh
Divya
Have you used a similar product before?
Aishwarya
Not really, I mean patches still yes. But nothing in this context. Nothing would be like traditional
or something fancy. This is going to be the first time I use it, OK?
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Divya
Do you think the product is missing something? If yes, what will you recommend to make it
better?
Aishwarya
Nothing like I said earlier as well, just a little bit of colors for me. That’s all. Apart from that I
think it’s perfect.
Divya
OK, and uh, do you feel the product is worth is its price?
Aishwarya
Yes. I mean, you just said that it has multiple uses for the patches I'm talking about. So, I think
that cost is covered there. And the slings also. I think every everything on the website was fair
price in my opinion. If I'm going to be buying something for a particular occasion or you know
something traditional which happens only rarely. Like occasionally. So, I mean for that I would
be willing to, you know, share a little bit of amount like you mentioned on your website. So, I
think it's fairly priced.
Divya
And, uh, like you might have gone through the website also. So, what feature or option could
be added to make your experience better?
Aishwarya
One is like we talked about customization because I think yes, like you said on your website,
since the colors are standard Golden and silver. So, the customization would work best for me
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and people like me who are going for something specific for specific outfit and want something
standard for all their outfits. So, I think that would really come in handy for people like me
because I am more of a color's persons.
Divya
OK, and uh, do you think that using these products will solve the problem of not using your
normal bags in traditional occasions? Would you be able to use your bags now?
For traditional events, functions?
Aishwarya
What problem? I didn't understand the problem.
Divya
Like if you have any basic bags which you were not able to use in traditional functions because
they were missing out some bling or some traditional factor. So, if you plan to buy these
accessories, do you think your problem is solved?
Aishwarya
Yeah, I mean this would sort of charm them up and make them appropriate in those settings
where it's truly festive and I think it's amazing. I think you have the option to sort of how much
you want to decorate it, so accordingly. Accordingly, you buy something and sort of, you know,
put it on your bag. So, I think that works perfectly.
Divya
OK, perfect thank you so much for taking out the time.
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Divya
Hi, thank you for joining me again for the feedback session. I've shared the link of the website
with you. I think you might have seen all the products, but if you want to see the product again
during the interview. I can just share my screen. So just let me know. I'll start with the questions.
Uh, what do you like most and least about the products?
Rishanki
Uh.
OK, so looking at the website I mean the first thing that I can definitely say that I really like is
the way the designs are. They are unique. And have a very nice the ethnic touch. Yeah, so I
mean something which I would like to would like to incorporate with my regular casual or non-
ethnic wear. So, it's not very ethnic too. It's like a nice blend, so I felt like the designs are well
made. Also, the colors were subtle, not very vibrant so I I do I really like the color selection and
the way the designs are picked up.
And, Uh, maybe like a scope of improvement would be just variety. Probably because it's just
so good. I just feel that the options are very limited. I would love to see some more of this sort.
Divya
OK. And, uh, what are your main concerns or questions about the product?
Rishanki
So, I mean, I'm curious like what's the kind of raw material or the quality of these products like.
Let's say there's a charm, and I mean, Uh, how long before it starts getting off? Or you know
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these the intricate beads that you have put, they just fall off because even if like two of them
fall off like the whole look just spoils.
So, durability and quality would be something that I'm concerned about. And so, like I see
there's a lot of thread work in many of your designs. So just like if the threads going to come
out. Or, you know. Yeah like if they are durable enough. That would be something I will be
worried about.
Divya
And, uh, have you used a similar product before?
Rishanki
No. I haven't. This is unique.
Divya
And do you think the product is missing something? If yes, what will you recommend making
it better?
Rishanki
Um? I mean, I don't see an immediate need. Maybe like if this goes, if this works, then probably
more options on like contrasting colors, complementary colors like right now, I see your tone
is mostly gold and silver black, so maybe like for your next collection you can also experiment
with like royal blue or purple or maroon shade. Something like that also goes a lot with ethnic
wears.
Divya
OK.
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And do you feel the product is worth the price?
Rishanki
I feel it's a little on the higher range.
Um? Yeah, because it's a new. It's already a new initiative and it's like just getting launched, so
I'm not very sure like. Yeah, I mean it's a little too much because already you know, like the
bags that we carry are super expensive. So, looking at the high prices I might be tempted to
like to skip it.
So maybe a more reasonable price would have been better motivation for me.
Divya
But if the price is low, maybe the quality gets affected. So, if you are all trying to accessorize
with your luxury bag so it should look luxurious, it should have that quality that compliments
the bag so do you think if you are planning to buy it for all high-end brand then you would
spend this much money.
Rishanki
Uh, yeah, I like your point, I think that makes very much sense.
Because at the end of the day, if I'm like putting this on a luxury band, I don't want it to wear
off and be like a onetime investment. If this is a good quality product then yeah. Probably I'd
be OK with this price investing in that.
Divya
And, uh, what feature or option could be added to the website to make your experience
better?
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Rishanki
Uh, so I like the way, everything is laid out and you have a good page on what you do. You
talked about yourself. Maybe you can also add a page on Uh, about the designer, if you're
comfortable and then maybe on the personalized slide, I feel that, uh, the option where people
can just upload an image of their purse and person like to customize it the way they want. Um,
I would also like a section of like extra notes or just comments if I have a specific necessary
necessity of you know, maybe I just want pearls. I know you've given option to choose your
base color option, but maybe like what kind of design I need. Then just another option where
I can describe the kind of design I ama expecting. And then it’s up to the designer.
Divya
OK.
And, uh, do you think like if you will use these accessories, you'll be able to use your normal
basic bags for weddings and functions now?
Rishanki
Yeah, sure, I do like the nice mix and match that we have here, and I think this will encourage
me to just try and it's going to be very different than what others have, which will be regular
luxury brands.
And, um, adding such kind of accessories would just make it stand out. So yeah, I would be
interested in that.
Divya
OK. Thank you so much.
Rishanki
Awesome, thank you. Would appreciate if it comes out in the market.
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Divya
Thank you for coming back again for the feedback. I've shared the link of the website and
products with you. You might have gone through the website and if you want to, I can share
the screen, we can see the products again with the questions. So, let me know how you feel
comfortable.
Tanya
OK
Divya
so just let me know if you want to see the website or the products side by side.
Tanya
I think so. Let see it side by side.
Divya
OK. I will share my screen and let's start with the questionnaire.
Tanya
OK.
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Divya
Tanya
Most and least about the products, so um.
I'm not a big fan of bag charm, so that's something I wouldn't like on my bag. And I think you
can add a little more color in the patches because I can see that they're mostly Golden.
Divya
Yeah.
Tanya
Right, yeah, they're mostly Golden, so you can add some colors. Because for some of the
colors, silver looks better than Golden, and you can add a little more color on some patches.
Divya
OK.
Tanya
Can you show me all the patches ones?
Divya
Sure.
212
Tanya
Yeah, like this white one is different so it's looking nice so you can maybe make more of these
and like something different. This looks nice.
And I've seen the placement also that you've done on the bag, so it is also looking really nice
and different, I've not seen something like this on a plain bag, so it's looking nice.
Yeah, I like this one a lot too, the red one, so that's why a hint of color in the patch really makes
it look good.
Divya
And anything about the bag strap?
Tanya
Yeah, the bag straps are good, I like all the bag straps because they are also different colors
and, they have different shapes. Yes, so they're all good. Actually. I like the bag straps the most.
They're elegant. Also, they're not like too loud.
Divya
OK.
What are your main concerns or questions about the product?
Tanya
So, like, Uh, I think, uh, what is the size of the strap? Is it mentioned here?\
Divya
I have that information, but I need to put it on the website so that's missing right now.
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Tanya
So, I think you should put it on the website because it'll be clearer for the person who's buying
it.
Because in the picture it looks small, obviously. I think I don't have any other problem related
to it.
Divya
Tanya
Uh, no I haven't.
Divya
Do you think the product is missing something? If yes, what will you recommend to make it
better?
Tanya
I told you, I think a little bit of color.
Divya
OK.
Divya
And, uh, do you feel the product is worth the price?
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Tanya
I think yes, what the prices for the patches?
Divya
So, there are nearly in range of 600-1500 INR
Tanya
So, I think they're worth it. The patches are worth it. And straps too, because they're adding a
lot of elegance as well as bling to the bag. Yeah, I think they're all good. They're all good.
Divya
OK.
And uh, what option could be added to make your experience better? Uh, that is specifically
for the website. Do you think there could be any other feature that can be added?
Tanya
I like the personalized feature that you have added. So, like we can personalize the bag or
whatever. The personalized feature is great. OK, and uh, what else can you add? I think, you
should add the sizes of the patches also and straps also so that we have an idea of what bag
like, uh, what patch can be used on what bag?
Oh! Seems like you have already mentioned the sizes of the patches.
Divya
For patches like, it's already on the website.
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Tanya
Patches you have.
Divya
For bag straps I am still in the process of adding it.
Tanya
And, uh, like how wide is this thing? The width should be mentioned with the length.
Divya
OK.
And do you think after buying any of these products you'll be able to use your normal bags for
a traditional occasion?
Tanya
Sorry? Can you repeat?
Divya
After buying any of these products will you be able to use your luxury bags for the traditional
occasions?
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Tanya
Yes, yes, definitely. I can because like for example, I put a strap on any of my bags. It looks
really nice because it is elegant so as I've already told you; I love elegance with a little bit of
bling. So yes, I would love to do that.
Divya
OK.
Tanya
I think I'm a fan of your bag straps.
Divya
Haha. Thank you for the feedback Tanya.
217
Divya
Hi, thank you for joining me again for the feedback. I really appreciate it. We have the website
in front of us. You can just let me know if you want to see specific product.
I hope that's OK with you.
Naina
Of course, of course.
Divya
Naina
I think most favorite is the personalization part. When I saw the personalize section, I think it
was a good concept because then I can kind of personalize whatever bag I want to do and
whatever strap I want to put on.
And, uh, all the bag patches and everything looks nice, so I think that's a great idea.
Um, I have one question, for example, if I buy the bag patch from you. So how do I use it? Can
I just put it on my bag myself? Or would you like accept the bag, put the bag patch for me and
then send it back over?
Divya
Like obviously we can do it for you. But it's very easy to use, so you can put it on your own. It
has an adhesive back, so you can just remove that and put it on your bag in whichever
placement you want.
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Naina
OK, perfect, perfect sounds good.
Divya
OK, and uh, what are your main concerns or questions about the product? I think you already
asked me a question, if you have any more questions, you can ask me?
Naina
No, nothing. I think that's it. Um, that is only the question about the bag patch. OK, I think you
already have a nice product offering, and I think it's quite nice and it's a different concept. Um,
and I think it's sustainable as well. So, nothing as such.
Divya
Naina
Nope.
Divya
OK, and do you think the product is missing something? If yes, what will you recommend to
make it better?
Naina
I don't think the product is missing anything, but I'm just wondering if someone is using the
personalization service and if I have a designer handbag which I want to get personalized
219
products for and I use the patch for example. Do you think it is something which can come out
easily?
Divya
Yeah, so you can just now pull it back. And you can just clean it up. So, we are thinking to
provide our customers with this solution, which they can use to clean their back without any
damage.
Naina
Yeah, I think that would be great. If you can include that.
Divya
OK. And do you feel the product is worth the price?
Naina
I mean, I think, um, it depends. You know I haven't personally looked at each product and seen
what material it is using. But if the cost is because of the material the price is justified then great
because I did think that the bag straps are on the expensive side.
Divya
OK.
And, uh, what feature or option could be added to make our experience better on the website?
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Naina
So basically I think what you can do, what you told me, right that we can personalize the bag
for you then you know you can send in the bag and then we can personalize it for you. Um, if
you can put that somewhere on, like this batch of things bag patches, charms and backstraps.
Then I feel it would be easier.
Divya
OK.
Naina
Yeah. Uh, so we have this here.
Divya
Yeah, it's on the bottom. So maybe people won’t scroll that much. So yeah, maybe. We can
highlight it somewhere on the top.
Naina
Yeah, because I feel if you offer that sort of experience right, I think people are going to like it.
So, I think this would be perfect for them. You might get more customers if you do that.
Divya
OK.
And, uh, do you think if you buy a product you will be able to use your normal bags for
traditional occasions now?
221
Naina
Yes, I totally agree. I think that makes life much easier.
Divya
Oh perfect. Thank you so much.
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Appendix 4: Coding
Appendix 4.1. Traditional Events
Traditional
Events
Expectations
Purchase Purchase
Accesories Used Bag Type from Traditional Shoe Type Weddings
Behavior Intention
Bags
Wedding Bag
Budget
Wedding Budget
Wedding
Cllection Interest
Wedding
Shopping
Name: Traditional Events
<Files\\Aishwarya> - § 10 references coded [9.64% Coverage] Reference 1 - 0.53% Coverage
So, I am conservative about what I'm buying, and what I have.
References 2-3 - 2.69% Coverage
So, in terms of Accessories I don't usually go out and buy for every occasion. If I
go out shopping and if I really like something, I pick it up without any occasion in my head. But
then if something comes up, any occasions or events I need to attend, so then I sort of, you
know, may use what I already have.
223
Reference 4 - 0.53% Coverage
so accessories wise I am an earrings person and a bag person.
I tend to carry Sling bags. Sometimes I just carry bags without any handle or anything, just in
my hand more like a clutch.
I do carry bags at times but a do the time I do attend events without any bag.
Oh yeah, definitely.
I think it would go with the wedding. I have been sort of a very classic bride. You know very
traditional things, customs and everything.
So, with that, I think that would be icing on the top. So yeah, had it been there I would have
gone and bought it.
There was no budget and to be honest I don't really remember because it was huge, but I don't
even really remember because I did not really have a limit.
224
particular amount I can't give. I don't remember.
<Files\\Akanksha> - § 12 references coded [8.39% Coverage] Reference 1 - 1.79% Coverage
Because brands that are western don’t have a traditional touch on their products. Be it bags or
be it accessories, so I don’t usually go for international brands when it comes to pairing
accessories with traditional clothing.
I generally look for Indian vibes. Indian patterns and colors, if I am planning to wear an Indian
outfit.
A handbag and heavy earrings. Generally, bracelets. That’s it.
Small clutch with a metallic tone. That has Indian bling and compliments the whole outfit.
Yes, why not? If they are offering what I require and what I need then obviously I’ll buy it.
I myself was very brand conscious that I'll buy this. I’ll buy that, you know.
225
I really don’t have a count on it. I didn’t set a budget
I don’t really know the exact amount. I did do smart shopping.
Also, with clothing also, whichever Indian brand which was a good luxury brand.
You must show your good side and look presentable. For which you need to buy good clothes
and accessories. So that was the whole point of me going to a luxury store to buy clothes and
accessories also.
<Files\\Ankita> - § 11 references coded [7.02% Coverage] Reference 1 - 0.37% Coverage
I prefer buying the wedges, or maybe platform heels.
I would prefer buying a small clutch in which I can carry my phone, my keys, money and maybe
some make up for touch up and all of that.
I prefer small bag
226
I prefer buying small clutches or sling bags.
So, generally I have a bag, I prefer wearing a watch and for shoes I prefer wearing wedge heels
as they are more comfortable.
rose gold or silver or maybe nude tunes.
but embroidery patch or maybe beads or something like that I can carry.
Definitely yeah.
Because I think right now international luxury brands don't have embroidery motives on their
products, they might have their logo printed all over the bag, but they don't have that much of
Bling.
227
add the bling factor so that we can carry the product more with our Indian outfits.
I would have a budget. It is around, I think 6-8 Lakhs on these luxury products like shoes, bags
and maybe belts.
<Files\\Anviksha> - § 6 references coded [5.52% Coverage] Reference 1 - 0.71% Coverage
Probably the style must be slightly indo western because it needs to fit in the attire so that you
know for the occasion.
It should have some Indian pattern it could be, you know, in the form of stones or beadwork
or something matching whatever I'm wearing. So, whatever my clothing is, I would want my
shoes and my bags to be like you know there should be similar to whatever my attire is.
I have a clutch and it should have a sling
They're stone clutches or they have embroidered stones on it. So that is my personal liking.
Because I feel Stonework is mostly present in almost every Indian attire. So that sort of match
and it's in, you know, sync with whatever I'm wearing. So mostly something that's Golden and
or Rose Gold and has stones.
228
I would say that this is something that I want to buy on my own, and if it all I have that amount
of money then I would maybe have a budget of around 5-6 lakhs. Yeah, that would be the
budget.
<Files\\Mahima> - § 8 references coded [11.61% Coverage] References 1-2 - 3.83% Coverage
I would say, a traditional bag. I like a traditional feeling about it if I am dressing up in
Indian attire, I would like to carry my accessories accordingly. My shoes and my bags must be
in coordination with it. It’s not necessary that my bag has an Indian motif. But it cannot be a
completely minimalistic or simple western wear style. I wouldn’t mind carrying a plain bag with
a stud somewhere or if there is a color difference or even If the material is shimmer. I would
like to carry that.
So, uh, not particularly bling or not bling. That's fine for me. Sometimes I like to carry a bling
sometimes I don't carry bling, but yeah, there is a clutch. I prefer to carry a clutch with Indian
wear or a very small size sling. There is one more category of bag which is I am very fond of
right now. A small shoulder bag with a very small shoulder strap on it. Not hanging till your
waist. It’s very small. Maybe a sort of a potli. I personally don't like potlis but yeah people do
carry potlis.
Yeah for sure. I, uh, I'm a leather bag designer, so for sure if I'm getting married, I want a bag
with me. I wouldn’t be like it’s okay, it’s my wedding, I wouldn’t be like I don’t want to carry
anything in my hands. I want a bag with me and a good bag with me. And if I am getting a
luxury bag, then why not? I will go for it. Definitely.
229
Good quality bag. Maybe I’ll go till 20-30k not more than that. Even if my parents wanted to
give me, I wouldn’t go for it. That will be my limit to my wedding bag.
<Files\\Naina> - § 6 references coded [11.06% Coverage] References 1-2 - 1.53% Coverage
Actually, I don't carry a lot, just carry like a small tiny bag which can keep some money and my
phone, um. So basically, you know what we say here, like a clutch kind of a bag.
Yeah, of course. I mean, I would definitely be inclined if they have like a special collection and
why I was so inclined towards the collection between Sabyasachi Christian Louboutin because
Sabyasachi is namesake for Indian weddings, Everything he makes is Golden, you know in
terms of quality in terms of their ability, so I feel that it depends on the designer for sure. Like
for example, I really like for Indian luxury I really like Abhinav Mishra so if he decides to do
something with the Western brand and come up with something very unique, so of course I
would want to look into it and see what they have come up with.
So, it really depends, on what designer is doing what, and then the timeline of where I am in
my life at the moment.
I mean, that's a difficult question. I really don't remember.
I was gifted quite a few. That really made it better for me, but if you want a ballpark number
then maybe we can go for like about around two to three lacs in INR.
230
But like in terms of if we add like a value of bags and all that. I think maybe you can say around
five to Six lacs in INR.
<Files\\Natasha> - § 9 references coded [15.24% Coverage] References 1-2 - 0.65% Coverage
Yeah, clutches or a sling bag like very small sling bag.
It's a normal bag. It's like the one which will go with any color or any outfit, for example, beige
like light color or may be little bit of Golden, would go with any outfit like Indian wear because
they are basically very blingy. You have lot of silvers and Golden work. So little bit of bling in
clutches would work.
So yeah, I would go for bags not for shoes neither for the jewelry. Yeah, I don't prefer spending
that much on artificial jewelry rather than that I'll I would buy some diamond or gold jewelry.
So yeah, just the clutches or bags.
No, no, I think we already have a mindset that if we're going to this brand will not get anything
traditional. I don't look for traditional things in these luxury brands.
I know if I'm going there, I'll I won't get anything traditional so I can buy anything which is
Blingy, or very stable with the brand name.
231
It was actually very random. if I went for shopping with my parents or anybody and if I like
something, I get it because in Indian wedding we do trousseau shopping for the bride. So, in
trousseau we can add anything like what I would want to use after marriage. So, during that
shopping I used to buy everything I like. I didn't have the budget for it.
<Files\\Rishanki> - § 8 references coded [20.53% Coverage] References 1-2 - 3.70% Coverage
So, if it’s a luxury product and if it must go with Indian attire. Honestly, buying from luxury
brands wouldn’t be my first go. Because luxury products don’t really fit in with that criteria. But,
if I still need to look something, I will try to look for heels with a little bling. It should have some
bling, or the color should match my outfit. It depends how I want to pair it up or if I want to
wear something very contrasting to my outfit. It would be difficult for me to match a luxury
brand with my Indian attire. I feel they don’t along that well.
we do, doesn’t really meet the needs of Indian attire or traditional outfits. It works well for
western, casual or sporty wear and all the other things. It would be a nice fusion which can be
used. With the same comfort and uniqueness but have a more traditional look and feel for it. I
am sure it is going to work well.
it. As, they would need some luxury products to wear along with their Indian outfits on a regular
basis. But for people who just go to limited traditional functions, they are okay with wearing
with a non-luxury brand as they don’t attend these events as much. So, I just feel that.
232
bling to pair it up with an Indian outfit. I think if I carry such a product with my outfit, it will give
a luxury feel to my attire.
It's usually a clutch or a blingy and sparkly purse, like a small pouch, purse.
Uh, yeah, yeah, totally. I would be interested in this kind of fusion. I mean if the styles are boring
and if they are not poppy and blingy in the way they should be for a wedding, then maybe not.
But if they come up with something like that, then I would say yes. I would wear that. Because
on a big day like the wedding day I think I should feel more luxurious and empowered. So
yeah, why not?
Yeah, I mean girls die to buy Sabyasachi Lehenga for their wedding. Generally, because it’s
your wedding and it’s your big day you can buy such things because of the budget. So, I feel
there is a better possibility of weddings than other grand functions. Where people can think
about buying. Like I wouldn’t mind investing a little more at that time to buy a luxury pair of
shoes or a bag or jewelry.
Maybe on a normal day, I will still think twice and think about how much will I use the product.
But for the wedding, yes, I would take that advantage.
233
Oh OK, so I could probably tell you in dollars if that's OK. The way I would do it is probably by
um one very, uh expensive item. OK, uh, which could be, I don't think I will go beyond $1200.
I would prefer to buy that from Dior or Channel, or something like these brands. Then I would
probably buy less range of bags but more, in the range of 500-600$. So, I wouldn’t spend more
than 2500-3000$ on bags.
With one extremely luxury brand and then small elements.
<Files\\Shreya> - § 12 references coded [26.02% Coverage] Reference 1 - 6.51% Coverage
That is 1 and then the second is um. Yeah, I guess nowadays we're just not going out as much
if we are going out. I have plenty of clothes that I haven't used that I will wear.
If it's for a special occasion, yeah. I think when you were saying a special occasion like a
wedding, like me, that's over now. So, if it was my brother's wedding or
my brother-in-law's wedding, um, then I would see myself purchasing for that huge occasion.
I would see myself purchasing from a luxury brand supposing all my cousins also want to
purchase the same item and we all go there together, then I will be okay with it. Yeah so, that’s
my pick on why not. I don’t see myself using it in my day-to-day life here in the US. Because
people in the US are much more toned down in terms of how much they buy and use luxury
fashion. At least the kind of I know. But if I was in India, I would see myself investing in an
extravagant party. So, yeah if I was in India and if you were asking me similar questions my
answers would be very different.
I don't go that often to these stores, to be honest. I pulled out my shopping online um and
yeah, I think all along the bands that I see in India and the US are very different.
234
Oh, the biggest thing I would look for is basically it should match my overall look.
Yeah, so I would usually carry a small purse because, uh, because most of the Indian wear
doesn’t have any pockets. So, I would carry a purse. Uh, I would have some nice earrings, and
maybe sometimes I don't like to have a necklace, but maybe sometimes a necklace. So yeah,
for me the essentials are a purse, earrings and footwear.
usually if I'm going for a look that is, you know, very heavy on the clothes, if my clothing item is
really heavy, I go for simple accessories and if my outfit is quite simple, uh, I will go
for heavy accessories. Fabindia has some nice accessories in India so I would see myself
looking for some nice modern Jhumka from Fabindia, or if it was even more traditional then it
would be a set from Mia or Tanishq. Something like that. Um so yeah, I don't know if that
answers your question.
235
Yeah, I don't know because I'm not following a lot of luxury brands on a seasonal basis to know
when they're coming up with a luxury product or not. I would do it like I was saying, if some of
my cousins or somebody else told me about it and I like the product, then I would go for it. I
wouldn't just buy it for brand value. Um, so yeah, it comes down to the product so if wouldn’t
know which luxury brands offer such a product range?
Um, I didn't know about this, because I don't follow as much the luxury brands and the unique
collaborations they do. Would I be interested in it? As you know, if I had a friend or a cousin
who was really telling me, oh, we should really go here and check their collection out. If
somebody else was really excited about it is how I would hear about it. And then I
would decide whether I would purchase it or not based on how it matches my outfit and if I
want to go for that look or not. And the price range. I wouldn’t go for Sabyasachi because
maybe the price is so high. I would maybe just go for a Sabyasachi hairclip. Just to say I have a
Sabyasachi item. But yeah, I wouldn’t invest in a dress from Sabyasachi since my wedding is
already over.
Oh yeah, probably I would.
No, I didn't have a specific budget. Um, I was just going for what goes well with my outfit and
the items that I ended up purchasing weren't very high-end items. They were very regular day-
to-day stuff that I could use on other outfits as well so.
236
<Files\\Swarna> - § 15 references coded [14.04% Coverage] Reference 1 - 3.69% Coverage
I love wearing earrings and I'm sure you also own a pair of oxidized gold earrings, which we
generally pair with most of our ethnic outfits. So, earrings are something which I generally buy,
and Jutties is like I have a big weakness for it, so I like, thank god I have been blessed with
good
height. So, it's not like I must wear heels so most of occasions I wear jutties or flat shoes. I think
the concept of jutties is so comfortable, I own here in the US as well. I wear it with a random
dress. So, I love Jutties. I think I own around 7-8 pairs right now.
I ‘m sure you know about it in India we have something know as a potli that is a generally a
small clutch. So, I own one in a golden color. Which I carry with all my sarees or dresses when
I am in India. I mostly carry the potli.
I think they don't generally go with our ethnic outfits. I think it's more of a casual purpose rather
than, you know, like a party. I just see them mingling with our ethnic outfits.
Oh, I don’t think so I would. Because in India we get a lot of local stuff which I love more than
just going for a global brand. I don’t think I’ll buy something from Kate Spade. But I will buy
something which is locally made in India. I would go for that compared to Kate Spade.
237
So, I looked at the Sabyasachi bags which he recently launched. I'm sure you would be aware
of it, so that was something which I was looking for. I just thought it was just an additional thing
to buy during a wedding. But I think I would consider that if you really like to ask me to go for
a specific brand. I would invest in a Sabyasachi handbag.
Because I really like his ideas, which would go with the most of your Indian attires.
No, I went with my budget. Random means you just end up spending everything. So, I did go
to the budget. I think the total budget for accessories including bags was 3 Lakhs INR.
I think everything I bought. I just wore it again like Luckily, I was my sister’s in law wedding. But
it’s just lying around. We don’t wear anything heavy in the US. But it was worth it, as it was for
my wedding and it was a very special occasion.
<Files\\Tanya> - § 15 references coded [17.20% Coverage] Reference 1 - 1.91% Coverage
238
No, there should be some bling or some something different for me to carry to a wedding or
something different than what I carry usually.
Yeah, it makes sense because all the traditional outfits are like very out there, so if you're
carrying a very subtle bag so it doesn't go with outfit that much.
So, like what kind of accessories do you usually carry when you go to traditional events? What
other kind of sling bag do you carry? Mostly like bags and shoes? For example, if you are
wearing heels, so are you wearing something very glittery that goes with the outfit or it's like
standard heels, which are comfortable.
No, they're mostly glittery or black. Black doesn't have glitter, so mostly black or nude.
Clutches, sling bags.
Not the big ones, small ones.
Of course. For wedding there is a waist bag, right? I don't know what you call it.
The one you can put on the waist and there's a bag also with a belt?
239
Yeah. I think that's like the most suitable because you don't have to carry it like a sling or you
don't have to carry it on your shoulder, so I think that's very comfortable for the wedding. And
it looks great, so yeah.
Of course, like with weddings are the days when you can actually shop for everything you want.
I think so, yes, I will. I don't have a budget in mind, but I would spend money.
<Files\\Yotsana> - § 6 references coded [12.54% Coverage] References 1-2 - 4.14% Coverage
I will generally have, um, a bag which has all the basic stuffs like you know Lip balm you know
and it can just have my phone. Like 5 to 6 products at Max in a bag so that it's easier to carry,
it's small, it's compact.
And um, for other accessories when it comes to shoes, um, I carry my flats with me while I'm
wearing heels, because I know that's not a very durable thing. So, I'm going to take off my heels
and get into my plums. So yeah, these are the two things that I like to carry, so I don't like
carrying big bags around. Um, I like to keep it simple.
240
Um, yes if it goes with the entire theme of my bag. I would. I would like to add something to it.
Yeah, so any Indian touch which adds to the accessories I I would go for it.
I didn't really keep a budget for bags because I already had so many of them. So um, I invested
all my money in shoes because Indian weddings are grand, they last at least two to three days.
So, morning to evening you have change attires. Even though you are wearing heels, they must
be comfortable.
So, I invested in that. Um, I went for good brand and who were charging me a good amount
for my footwear. So, I invested all my money in footwear. I had roughly about a budget of 1 Lac
INR. So that was the kind of budget I had.
241
Appendix 4.2. Service
Service
Factors Affecting
Interested Not Interested
Interest
Name: Service
Yes Of Course. I mean since the patches are removable or detachable as you said so there is
no harm. I would give it a try.
that really depends on what the quality of the product
Yeah, sure.
<Files\\Akanksha> - § 1 reference coded [1.94% Coverage] Reference 1 - 1.94% Coverage
That will be wonderful. Yeah, that will be a wonderful option. I'll be getting two things at one
price. I can wear it traditionally and I can wear it with my western clothes. That will be great.
Great if something like that comes to the market.
242
<Files\\Ankita> - § 1 reference coded [1.69% Coverage] Reference 1 - 1.69% Coverage
Yes. I would love that. It would be nice if I can remove the patch or can reuse it or maybe add
that same patch on some other bag. If the colour of the patch is very versatile and can go with
different shades, I would really love to use it.
I am not sure, especially if it does not let the brand for example, I have Michael Kors bag and
then I just add a small accessory to it and it takes the chicness of the Michael Kors brand from
it then I wouldn't want to use that artifact.
For example, if I get a key chain or maybe a broch, or maybe just a handle or something like
that. So, you know if there is some way that I could probably see how the current bag would
look with all these accessories. Then I might think of considering
if you just tell me that there is this website that is selling these things and you would want to
take something and just put it on your bag, then I might not do it because it would also depend
on like what sort of local brand are we considering here? Like what Indian band are we
considering? Because I wouldn't want to mix a lower brand with a high-end luxury brand.
I think I would use it if at all my luxury brands are not being Hampered. For example, if I have a
bag from Gucci and I get the service done. So, I don’t want my Gucci bag to be spoiled in any
way. It should also maintain the chicness.
243
If the value of my bag is not a lot and I am ready to experiment with it then a service like this
will help me a lot. As, I will be able to get different styles within my budget and I will be able to
carry different sorts of bags to different places. I would use it depending on the value.
<Files\\Mahima> - § 1 reference coded [1.83% Coverage] Reference 1 - 1.83% Coverage
Yeah, I would like that. Yeah, I would be interested. That's a cool idea. Also, it gives me two
options. Because I don’t go to a lot of Indian events. So, that will be a plus point. Like one bag
for two occasions. So, I would love that.
<Files\\Naina> - § 1 reference coded [0.77% Coverage] Reference 1 - 0.77% Coverage
Yeah, of course. I think that that sounds like a good combination, right? Like why not?
<Files\\Natasha> - § 1 reference coded [0.44% Coverage] Reference 1 - 0.44% Coverage
Yeah, that'll be a good thing, I guess.
<Files\\Rishanki> - § 1 reference coded [2.86% Coverage] Reference 1 - 2.86% Coverage
Yeah, I mean, uh I think that would be interesting because it would give me like 2 new looks
with a same item. Yeah, and I mean that it would be nice. I think if it’s an extra accessory that
can be attached to an existing item then it's kind of solves a lot.
Uh, yeah, I think it's going to just give me more new looks to try out. And just like a change,
you know, like a whole new bag altogether. So yeah, I would like that.
244
<Files\\Shreya> - § 1 reference coded [0.13% Coverage] Reference 1 - 0.13% Coverage
Yes, I would, yeah.
<Files\\Swarna> - § 1 reference coded [1.50% Coverage] Reference 1 - 1.50% Coverage
I think I will. Yes, I think I would like it if there were something like that. I think I would go for
that. Yeah maybe if I can convert my bag into something which I can wear with my ethnic outfit
then I would invest in this.
<Files\\Tanya> - § 1 reference coded [5.25% Coverage] Reference 1 - 5.25% Coverage
Yes, because the whole traditional luxury bags are available here in India also. A lot of
designers are making them so, but they are specifically for weddings but you can't carry them
on daily basis so you can carry it somewhere else like they are specifically made for that and I
think of it as waste of money, so I don't invest in those bags because I feel that my Jimmy Choo
bag is solving the purpose of for two things I don't want to like buy those bags instead of like I
can use it, right? I can use my Jimmy Choo bag wherever I go.
245
Appendix 4.3. Personal Details
Personal Details
Name Age Profession Marital Status
Already Married
About to Get
Married
246
Appendix 4.4. Luxury Products
Luxury Products
Geographic Product Lack of Traditional Expectations from

Brands Purchase Ocassions
Difference Touch Luxury Products
For Buying Shoes Collection Birthdays
For Buying Bags Color Special Ocassions
Feasibility While Travelling
Price Random Purchase
Quality Gifting
Discount or Sale
Name: Luxury Products
It's sort of random.
Aldo, Charles and Keith
247
Nike, Adidas and New Balance
it's a huge investment in a way, so I do look for durability. I would buy something that should
be worth its money in terms of style as well.
I would rather go buy something that's been a classic and it's been there for a long time instead
of something that just you know, is hip right now.
Colors for sure.
Since I'm living in Delhi. So even if I go somewhere else and if I'm not in my region even then
the products are different.
So, color wise I think it depends sort of on the profile of their customers. So, I think yeah, there's
a huge difference.
So, currently where I live right now. I think the demand is for a lot of colors and something that
is loud. But if I go somewhere else, I think the choice that I am presented with is more subtle
and more grounded in a way. So, that's the difference.
248
No, I don’t think there is a huge difference.
In my perception, these brands I feel have a very set standard for a product that they're putting
across the Globe and the style cannot really differ that much. So, I mean it might be a slight
difference, but I have not observed a huge difference.
<Files\\Akanksha> - § 21 references coded [9.01% Coverage] References 1-3 - 0.76%

Coverage
Yeah, generally at birthdays or parties or if I if I like mostly when I go out with my friends.
But if I'm going out with my friends for parties and birthday, I prefer buying western luxury
brands.
Kate Spade and Charles and Keith.
In a luxury product, I prefer a quality because if I'm spending more, I'll prefer a more
sustainable product. Yeah, quality matters the most. And the design and color also. But the
quality is priority for me. Because if I am spending more, I want the product to last longer. And
it should be worth the price.
249
At times it's just the brand that I really need to have as it's famous or it's really in trend right
now.
But at times, quality.
Yeah, I feel like the quality. Also, the collection abroad is much better than we find in India.
They last more. Products don’t have a nice quality sometimes in India. Some of the quality is
nice, sometimes it’s not that nice.
Because brands that are western don’t have a traditional touch on their products.
I think bright colors look better for traditional occasions and functions. I feel bright colors,
Indian patterns and bling is missing from western luxury brands.
It's not fixed, when do I buy these products. It's like when I feel like I want to buy something
when I'm traveling outside like abroad.
250
Durability, product design colour and product which is a very versatile and which I can use for
traditional purposes as well. Also, in my daily life.
No, no specific occasion.
footwears I'm not very fond of buying from luxury brands because I don't think they're very
comfortable.
Gucci, I bought from Gucci then you can say Ferragamo. So yeah, I've tried these two. I've tried
LV also, but then I think they are not that comfortable.
Like LV is not comfortable heel wise but for ballies or flat are fine.
For bags I really like Dior.
I think even Gucci is nice and I like coach also
251
Usability, versatility, like how versatile that product is.
Even if I'm buying, I won't buy a very bright colour I like shades of nude or Brown or maybe
Golden if I must buy for traditional purposes, maybe silver, or rose gold maybe. Which can go
with a lot of my outfits because mostly in traditional wear these colours go well.
So basically, I don't think in India we get updated or new products like products from the new
collection. I believe the products get launched in aboard first and showcase their collection
there before showcasing in India. So yeah, I prefer whenever I'm out. I want to buy a product
from there because I think they're cheap also and they give very great offers when we buy. So,
they have very good discount. So yeah, I prefer buying from there.
It's basically about the collection. I don't think in India we have latest collection.
prefer buying them in a colour which can go with my other outfits
I want them to go with a lot of stuff. And obviously design matters too. Even the size matters a
lot for me, I would prefer a small bag for my daily life.
252
rose gold or silver or maybe nude tunes.
And um, embroidery I would that if the embroidery is going with my outfit.
but embroidery patch or maybe beads or something like that I can carry.
So mostly I would say there's no major occasion.
going on vacation or international trips, that is the time when I indulge in buying from Western
brands and luxury brands for clothes and accessories.
I was back in India, I used to like Lee, H&M for bags and accessories and Forever 21. Now here
in the US I would say I really like Michael Kors.
I even had a collection of bags from Da Milano.
253
Style is a major concern, but also quality. Because quality is something that we pay for and we
expect, especially from luxury brands. So yeah, trendy quality stuff is something that I would
like.
I would say that back in India the quality is the same because you know about a brand, but the
collection is really different,
I would even say that the price range is also very different because it depends on the
affordability.
for example you like something and it's not there in the store, so you know they have the option
to take your order and later they deliver it to your place. So, the feasibility is much easier in the
US if compared with India.
I wouldn't say that the western luxury brands cannot be used with an Indian or traditional outfit.
Whatever they're making it, they are trying to get a slightly traditional look and feel to the
product as well so I mean, I just feel that you know if at all they are able to collaborate with a
local Indian brand and they actually know the need of the consumer, like what does the
consumer actually want, and probably if they know about the need, they'll be able to produce
something that is in sync with the audience and the consumers. So probably that is something
that is missing.
254
for shopping if I want to buy something traditional. I would prefer to go to a local Indian store
looking for things and probably if things did not click then I might go to a Western store to
check out their collection. But as a consumer, considering today's scenario, I would go to a
local Indian store to get something traditional.
<Files\\Mahima> - § 15 references coded [13.46% Coverage] Reference 1 - 0.12% Coverage
Maybe birthdays
Well, on my birthday I usually like to dress up, you know wear a western dress. So, I do buy
Um, occasion. I would say, if only if I'm gifting someone, if it’s someone's birthday or my
parent's anniversary or birthday or something like that. Then that could be an occasion for it.
Otherwise, I don't think there's a particular occasion.
Da Milano, Michael Kors and Chiaroscuro.
Also, I like Charles and Keith
255
For shoes I prefer Charles and Keith
shoes I also like Steve Madden.
the most important thing for me is quality. Because I like the quality that is the reason why I go
for luxury brands. I also like simple and elegant designs.
I have not bought super high luxury products yet. But if we talk about brands like Zara or Mango
or Tommy Hilfiger I think when I was in France, not only in France, but I would also say in
Europe. So, uh, I noticed this thing. That first is that all the collections they had at that time; in
India it came after one year. So yeah that that was one thing that I noticed was very prominent
for me because when I came back and when I went shopping after six months I saw the
collection there which I saw one year back in Europe, so that was one thing that I noticed and
Secondly quality is more or less the same. But the style and collection were different, really,
different.
In India you will not get the kind of collection they had there. In some products the quality was
also different. You wouldn’t get the same quality in India if compared to the products in Europe.
So, yeah. I did notice some differences.
256
The overall feeling of the product I think was much better in Europe and the quality of the
product. I would say the designs and the collection are much, much better in Europe.
<Files\\Naina> - § 17 references coded [20.45% Coverage] References 1-2 - 3.43% Coverage
I mean, it's mostly going to be like, you know when I'm kind of observing the websites and
seeing the upcoming collection and if there's something really strikes my interest, so that's
when I kind of look for it, and if it's available in India, then yes. If not then whenever I travel
abroad, I tried to purchase it then. So, there's no particular timeline, it is just depending on my
interest.
YSL and channel is a classic.
which I think helps me make a decision, is that I don't want my product to shout out the brand.
I want it to be very subtle. So, for example if I'm going for like a Prada wallet.
Then I would want it to be very subtle and subtly say Prada like it shouldn't shout because I'm
not the brand ambassador for the brand, right? I'm using the product because I like the quality
and I like how I can use it in my everyday life.
It's more about Usability and for example, my dream bag would be like Hermes, like something
which you can pass down generations.
257
It's mostly quality and a very classic design, because we all know that these luxury products are
not cheap, right? They're investment, so I don't want to invest in something which I know that
you're later bored off.
Then, because that money is gone right then, I can't really do anything about that and then the
resalable value are also not that high, so if you buy a classic, which for example really last you
for a few years or also you can pass down generations is what you know I think is worth investing
in.
For example, if I'm wearing a nice pair of shoes to go for a good event then there's like good
amount of standing involved and I wouldn't want to be in pain, you know? So that's the comfort
factor is number one in terms of if you talk about the category of shoes.
No, I don't think there's a difference, but of course the big thing is the season. So, if I suppose
purchase something in March in New York, that might not be available in India. So, there's a
season difference for sure. And then also the biggest thing is that when we go for purchasing
such luxury items, we would require like a VAT refund, right? Because it's a huge amount. So,
if I want to purchase something I would rather go to abroad and buy. Like if I'm going to
Europe, I would buy it from there rather India because then I also get the tax back which in
India won't get because I'm a citizen.
<Files\\Natasha> - § 11 references coded [7.90% Coverage] References 1-3 - 2.01% Coverage
On my birthdays or on my anniversary like I just had my first anniversary on January. So yeah

on these special occasions or for gifting bag to my mom or to my near and dear ones.
258
I really like Gucci, Tory Burch and Burberry.
style and Moreover the brand value.
Style is the most important thing for me.
There are collection differences because in India we just have very limited collection as
compared to the one we purchased from the broad and Moreover, I think there is a little price
difference.
The prices are comparatively low in abroad and higher in India. I generally just go to abroad
and buy these luxury stuff.
<Files\\Rishanki> - § 21 references coded [14.39% Coverage] References 1-3 - 1.93%

Coverage
That's going to be for special occasions like birthdays or some celebrations where you just
want to give yourself something. So, it could be pretty much once in two months or something
like that, or if I specifically like something that's coming to the market, and generally it's
handbags.
259
Coach. And for footwear I generally prefer sandals or footwear from Coach.
handbags I also like Michael Kors
Oh, so aesthetics is the first thing. Um, it must be pretty. So, aesthetics is the first thing, and the
second thing is uniqueness. Um, the structure, the color or the design should be very different
or unique. And the third thing would be comfort and quality. So generally, if I'm buying a luxury
item, I'm assuming and I'm hoping like you know because you're investing that amount of
money, so it should be durable and it should be comfortable. If it’s shoes it shouldn’t hurt my
feet. And it is comfortable in that way. And they should be sustainable. Like they should survive
for a very long time without any wear and tears. OK. So, that’s pretty much.
I do, I do sometimes find differences. I feel the designs here are more subtle and have more
variety in product range. There could be also differences in terms of sizes.
In India the colors are flashier and more vibrant. And sizes could also be varied. As Indian body
structure is different. I wouldn’t comment much on the quality. Maybe it’s because of the
weather. But yeah, the quality is not the same.
What I feel is the selection is very specific, the kind of stuff they keep in India that is probably
more Indian, or something which has an Indian feeling. So, the number of yeah pieces or the
selection that they have is very limited and specific to the Indian audience.
260
Um, you know there's more variety. There's more like um unique stuff. The products they could
have introduced back to the Indian audience. Yeah, so they should. I keep on rotating stuff. It's
just very specific there.
Oh, I will say the design.
I'm just like thinking on top of my head. Yeah, the design too.
Yeah, the design too would be a little different. Something that is regularly bought in the Indian
market.
<Files\\Shreya> - § 12 references coded [8.89% Coverage] References 1-4 - 1.86% Coverage
I do buy on special occasions like birthdays, anniversaries, or even if I'm going for a vacation
somewhere, um, usually before the vacation I'll do some shopping. And then, of course, if there
is a sale going on, then yeah, so those are the main occasions. Celebrations, vacations and
sales.
Banana Republic.
UCB which is United Colors of Benetton. Um I have a bag from there. I also have a bag from
Michael Kors and Kate Spade.
261
wedding jutties from Needle Dust.
Westside
I had some extra pocket money and I wanted to just buy something fancy. So, I think I
remember that from a few years ago I think it was Michael Kors or Coach, I don't know one of
them.
Yeah, look for the style first. Um, sustainability is of course very important, um.
But I don't see luxury brands talking about sustainability much other than a reformation, which
is like mainly US based brands.
262
<Files\\Swarna> - § 17 references coded [17.17% Coverage]
So, I generally whenever I get gifts or when I buy it for myself. It's generally my birthday. So, I
think it’s just a treat to myself. Maybe for a birthday or a promotion or something big. When I
have achieved some at sports or performed well, I gift myself during those occasions.
I buy bags from Kate Spade. I'm a little like a bias towards Kate Spade because I did not have
a good experience with Michael Kors, so I generally buy bags from Kate Spade.
Kate Spade right now, so and in terms of shoes, um, I think, I own a Kate Spade pair. So, I would
still go with Kate Spade. I am very loyal to that brand right now.
And for Kate Spade I feel like it's very affordable for a middle-class and I think like their pop-
up colors like the colors which they generally use are very bright and has a summer vibe. That
is something which really attracts me.
I like their design. So, I own a tote and a box bag from them. The tote is something which I use
regularly for my office. So, I really like to take it to work. So, I really like the bag structure and
the space it has inside the bag to stuff my things.
That’s the only reason I feel their products are much better and the quality is amazing. I have
been using a Kate Spade bag for almost 2.5 years. And, I haven’t seen any damage. Nothing
has been damaged. So, I really like their product for that reason.
263
So, um, so this is kind of a comparison I saw between Michael Kors and Kate Spade. I own a
box bag from them as well, so I thought it was very chunky. Initially I thought it was heavy for
the usage and um, I didn't like the structure and the bag just lasted for 7-8 months. The cloth
started wearing off and then it got some stains. So, it wasn’t something which I could dig out.
So, I did get it exchanged once but then I gave up on it. So, I don’t use it anymore.
I think in terms of bags they have a similar product. I don't think I compared a lot, but I do not
see anything different honestly, like well between US Kate Spade and Kate Spade in India. I
think they still have the same style and they still have the same color set, so I did not see
anything different. Maybe you as a designer would have noticed. But I did not see a lot of
differences between their products.
Yeah, OK, I wouldn't have thought so much. But yeah, so could be outdated. I can't say 100%
for that answer, but yeah, so general bags which I would go for and any specific color I still
found them. So, in terms of styles, in terms of what exactly new they have launched in the US
and not present in India, I have not observed that much.
So, it's mostly on my birthday or my mom's birthday, so yeah, generally around birthdays and
basically, we share everything so that’s why.
Jimmy Choo, Fendi
264
Michael Kors
I look for elegance
There has to be something different about it so that it stands out.
That's it. It has to stand out, otherwise there's no point. I think of owning a luxury, but also it has
to be elegant.
Yes, there's a lot of difference.
In terms of pricing and also in terms of availability of a lot of things that are available outside
India are not available in India, so there's a wide range to shop from abroad.
265
<Files\\Yotsana> - § 13 references coded [24.70% Coverage] References 1-2 - 2.12%

Coverage
Sometimes random um, or sometimes when there's a good deal going on, but mostly during
big family functions, I would say if someone is getting married or you know if there's one big
family function coming up and you know I have to be there. So yeah, so mostly shopping is
occasion based.
Um, for bags I really like Kate Spade.
Besides Kate Spade, I really like Metropolitan. It's a Korean brand, but the bags are amazing.
Um, it's both. I am looking for some, um, quality. And, you know when buying a bag, there are
two three things that I want to be sure about that you know, if I'm spending so much money, is
it worth it? Secondly, how big is the bag? What all can it accommodate, and then is the quality
of the bag good, as in you know, will it last me long enough or is it just for a short buying where
I can only take it to fancy parties, and not a very rough and tough use. So yeah, these are the
three things that I like to see I like. Nobody buys a bag which just have a little hiccup in their
266
zips. Yeah, that's very important for me. Um, I'm a very rough user when it comes to bags and
shoes, and I use them rough. So, it must have space, good pricing, and good quality.
Um? If I talk about the Western brands, um, they pretty much have the same range of products
on the shelves, but if I talk about Indian brands, you know the local Indian artists really unvalued
when it comes to the Indian market, but the same local Indian art if you want to buy it across a
season, you know in abroad it really costs you a lot. So, if I must buy a local handicraft way back
from India over here it's going to cost me really, high, even more than a Kate Spade bag.
So yeah, the local handicraft is only valued in their native country by artisans not by customers.
But over here when I have to go, I'll give you an example, Um, I was generally looking for a bag
I had to attend a wedding here, and I wanted a slightly fusion of Indian bag and a western bag.
I went to Louboutin and the bags that he had designed, I knew that Handicraft was back from
India. They did a collaboration with Sabyasachi. When I saw the bag the cost of the bag was
$1000, and it was just a clutch. So, you know it's expensive, so I prefer buying my local Indian
handcrafts from India. I don't like investing for Indian craft over here.
Um, generally when I buy bags, I prefer the classic colors or muted tones so that they generally
go with all kinds of attire, whether I'm wearing Indian or I'm wearing western whatever I'm
wearing, it goes with my attire and it's not a little off.
When buying for occasions, that's what I really look at that you know if I'm buying this bag, after
this occasion is over, what is the use of this bag? So, I preferred, you know, simple, minimal
bags. For all sorts of stuff, accessories even if I'm buying a belt, I would go for something that
can be, switched with other attires. So, it must be multi-functional.
267
268
Appendix 4.5. Handicrafts
Handicrafts
About Concerns
Name: Handicrafts
Yeah. So, I feel Indian handicrafts are very nice, and they should be promoted and if it's getting
promoted
Yeah, well we as a country are known for Indian handicrafts, they are good.
We must promote it and we should be very proud of the handicrafts we have.
I don’t think right now people really care about the local crafts. So, the problem with India and
southern Asian countries is that we are very much attracted to western brands as we all feel
they show class and standard in society that we own western luxury brand products. Specially
today’s generation, we don’t pay a lot of attention to our own handicrafts and local Indian crafts.
I feel the crafts should be promoted globally with quality. Obviously, quality also matters. It
should be promoted, and quality should also be provided. Because if there is quality in the
product people wouldn’t just buy once but again and again.
269
<Files\\Shreya> - § 1 reference coded [2.08% Coverage] Reference 1 - 2.08% Coverage
Handicrafts is something that is much more evolved, you know, maybe 5-7 years from now.
That's when I would really start to have a much bigger appreciation for it and incorporate it in
my day-to-day life. But for now, even if it's like an Indian design aspect added to a product, I
would like to like to try, I would go for it.
<Files\\Swarna> - § 6 references coded [14.66% Coverage] References 1-2 - 2.02% Coverage
No, I don't like the amalgamation of our Indian Craft, which is so local and then going global. I
mean, it's recognition, which they might get to another different platform. But I wouldn't buy
back in India.
So, I think my lines of thinking are a little different in the sense I feel Indian Craftsman will not
be given enough credit and enough share to go to, at this stage. So, I just feel maybe a luxury
brand will buy a product from them for 150 INR. But they might sell the same product at their
stores for 15000 INR. So, the amount of money the craftsmen will be credited for, so I feel it’s
unfair. So, I would support a local business in India and buy it directly from them. So, I can pay
directly rather than just buy it globally from a luxury brand. That is just my thinking and I would
assume that.
I think that would get me to think at least that I could support them somewhere. Maybe I will
purchase it. But, uh, yeah, I understand what you're saying, but there are so many local
businesses in India, and they are not recognized. And because of that they're dying for obvious
reasons. So, I think then I would support it if there were complete honesty about how much
goes back to them. Because I totally feel that local Craftsman should be given a lot of credit
because the global brands can just hang their tag and they just increase the price and sell the
270
product. So, I feel if that is the case and they have been very explicit about this percent of share
goes back to the craftsmen, then definitely if I really love that brand. I would support it and go
for it.
I've already stated would be in terms of the credit on the money, but I don't think there would
be an issue because I'm sure the luxury brands do a very good job of marketing them like the
way they show in terms of advertisements or you know, just their display which is more or less
the window shopping that itself would attracts a lot of customers. So, I don't think there would
be any kind of issue. As I stated, I still feel they're not given enough credit and that is something
which I would not force myself to buy from a luxury brand.
<Files\\Tanya> - § 1 reference coded [3.65% Coverage] Reference 1 - 3.65% Coverage
<Files\\Yotsana> - § 1 reference coded [4.11% Coverage] Reference 1 - 4.11% Coverage
Um, yes, if it was affordable. So, I follow a lot of brands in the United States which sell Asian
crafts to be honest, um, there is 10,000 villages, so those places have, you know very bohemian
fashion mixed with other Asian country handicrafts. So, nothing like those glittery wedding
related stuff. These 10,000 villages what they have is very handicraft and what you are looking
for occasions is little clear.
So, you don't get that glitter, when it comes to shopping for events or occasions, you know tide
with western luxury products. So that is missing.
271
Appendix 4.6. Collaboration
Collaboration
Expectations
Collaboration Collaboration Views on
from
Benefits Concerns Collaboration
Collaboration
Benefits for Local Lack of

Brands Promotion
Benefits for
Lack of Quality
Western Brands
Scope of
Collaboration
Traditional
Elements
Benefits
Name: Collaboration
I feel there's a scope of a lot of details and colors which will make the product look
more vibrant with the incorporation of Indian crafts. So, if it's done it comes with a brand that
is already operating at a very global standard. So, I think that collaboration would be great.
I mean, if I get something which has colors and everything in it, you know everything in one
package, including durability that would be great.
think that would only open those for the local luxury brand, since they do not really have a very
big reach, I mean in terms of customer. As a customer we are always very conservative while
272
going for a local luxury brand. If we can buy something that has a global standard and a well-
known brand, I would prefer to go for a global more rather than a local luxury brand. So, if a
collaboration happens, I think it would be great, as the customers will also be willing to give
them a chance even if it's through collaboration. So, I don’t think it would limit anything.
they're not doing it to produce a similar product that they're already producing so they are
collaborating so that a new person, a new idea, and a vision that a new brand has or a new
artist so they can collaborate with their vision, so I think artistically and visually the brand that
they collaborated with the person that they collaborate with. They have a lot of freedom and
I'm generally I feel like all these brands come with durability and style and all of that in that
collaboration with the style and everything. It's pretty the person whom they're collaborating
with.
because of the collaboration they will then get to get a window to a customer that they did not
have before.
So, if the brand incorporates them so they could, you know, reach out to a lot more people.
One of them would be me.
Since I would want to be in touch with my traditions, my craft and still be on the global sort of
platform. That’s Important.
Anything that promotes Indian crafts
273
If it is worth buying and if it matches my outfit and if it looks good. I'll go for it.
Yeah. So, I feel Indian handicrafts are very nice, and they should be promoted and if it's getting
promoted, I really want to be a part of it.
We must promote it and we should be very proud of the handicrafts we have.
But mostly I've seen that they do lack some quality because there might be a possibility that
the craftsman doesn’t have much help or revenue to invest in the quality of the products he
makes. So, I think they should be helped by the government so that they are able to produce
better quality products and should be promoted globally. I think this could be India’s USP.
Many handicrafts things are dying. A lot of traditional practices are also dying. Because there
is a lack of promotion.
I think Sabyasachi has a very brilliant collection. So, I feel if it collaborates with a western luxury
brand, I don’t want the brand to lose its essence and vibe. As his collection has an Indian touch
and depicts a lot of states and cultures. I don’t want Sabyasachi to lose his vibe while
collaborating with a western luxury brand.
274
if any designer is collaborating with any international brand or maybe just adding some kind
embroidery it would be nice.
if one of the Indian designers will be working or collaborating with them, they will add the bling
factor so that we can carry the product more with our Indian outfits.
I think the quality wouldn't be that great and even the embroidery which they're doing I don't
think it will be long lasting.
So, I don't think that it be a very long-lasting product.
I am not sure if the quality will be that great if the western luxury brands work with Indian
craftsmen or Indian designers.
I'm not sure about the quality, that's my main concern
275
For example, if there is no breach of quality or whatever things that I wanted from luxury brands
is present. If all these things are being taken care of with the addition of the Indian crafts, then
definitely that is something that I would love to try. And if you know it would go with my outfit
or the theme and everything. So yeah, I would say that it would be a good idea.
I feel if we probably talk about Indian Handicrafts and local Indian brands. So, I am not very
sure about the quality and the durability of the product. So, if they are collaborating, I would
want the standard to be maintained and, uh, consumers should not be tricked or duped into
buying something just because it looks more Indian or handcrafted. So um, if there is a
collaboration it should be a mindful collaboration which should ensure quality, durability and
all the things like the warranty and guarantee.
So, if two brands are collaborating then I would want to know what elements are come from
which brand. You know? If the design is from Sabyasachi and the quality is from Gucci. So, what
kind of mix it is, I would like to know.
I would say build Indian and the international they need to maintain some standard and quality.
<Files\\Mahima> - § 4 references coded [12.74% Coverage] Reference 1 - 2.93% Coverage
Yeah, sure, I don't see any kind of harm to it. Also, I feel, Um, it's not like Indian brands do not
do justice to the craft or something like that. But I do um, feel after seeing the luxury brands'
quality I feel if they incorporate Indian craft into their bags, they will do well I think, so I think I
don't see a problem in that. I would love to see the craft incorporation.
276
I just feel that sometimes, if the two brand philosophies or brand values don't match then
there's a problem. Like it is important that they must match somewhere, and it shouldn't be
completely North and South. Indian feel can be incorporated into any product that is not a
problem.
I think the problem is if we say one brand is minimalistic and one brand is not. One brand is
very vibrant, and one brand is uses very vibrant colors and stuff and one is very simplistic or
minimalistic. So, if the philosophies don't match there can be a problem, but if the philosophy
matches if the combinations match then I don’t see a problem.
The main product should make one feel it cannot be an absurd combination. The final product
should give one idea and feel. It shouldn’t be a random combination. It should give us a single
idea.
Yeah, I think so. I personally feel that whenever I must buy a western accessory there are brands
on my tips. I would say the key I have. But whenever it is an Indian bag, where to find it? I don't
know. I still don't know.
Maybe I can think about one or two brands maximum that I can name, otherwise I won't say
that, uh, if I'm going to buy an Indian bag, I will find a good quality. But I don’t know which
brand to go to. So, Yeah.
<Files\\Naina> - § 3 references coded [9.07% Coverage] Reference 1 - 3.53% Coverage
if you're talking about purchasing luxury product for traditional purposes, I would go for
something which is a color which goes with a lot of Indian clothing.
Maybe like a grey or maybe a silver, or maybe a gold that has a higher usability. I'm not one for
really buying like accessories when I'm wearing like heavy outfits. So, I try to like keep it minimal
something like in which I can hold my phone.
277
I will do the Patch.
No, not at all. I mean you can take an example of Sabyasachi with Christian Louboutin, right?
That's what they did like that's a local luxury brand Sabyasachi and they have come up with a
collection with Christian Louboutin, and I think that's huge because both of them are niche in
their fields and when they join, like when two forces join hands together, they come up with
something truly incredible.
And that is what they did, and their collection sold out like within a few days of being launched.
Yeah, because that' something very, you know, like once in a few years kind of thing. It doesn't
come every year.
<Files\\Natasha> - § 2 references coded [7.08% Coverage] Reference 1 - 2.70% Coverage
for example, beige like light color or may be little bit of Golden, would go with any outfit like
Indian wear because they are basically very blingy. You have lot of silvers and Golden work. So
little bit of bling in clutches would work.
I think I will have my concerns for money. For example, Manish Malhotra designer is expensive
himself and then adding his creativity with Gucci would add more cost to the product so I will
not buy that expensive product. This is what I think and if Gucci wants to work with small Indian
craftsman, I think I will be more interested in that because that product will not be that costly.
278
<Files\\Rishanki> - § 2 references coded [7.81% Coverage] Reference 1 - 6.85% Coverage
we do, doesn’t really meet the needs of Indian attire or traditional outfits. It works well for
western, casual or sporty wear and all the other things. It would be a nice fusion which can be
used. With the same comfort and uniqueness but have a more traditional look and feel for it. I
am sure it is going to work well.
it. As, they would need some luxury products to wear along with their Indian outfits on a regular
basis. But for people who just go to limited traditional functions, they are okay with wearing
with a non-luxury brand as they don’t attend these events as much. So, I just feel that.
bling to pair it up with an Indian outfit. I think if I carry such a product with my outfit, it will give
a luxury feel to my attire.
Oh, so if they do that, um, they try to blend these two worlds together. I think they will have to
be super cautious about maintaining quality.
<Files\\Shreya> - § 4 references coded [7.17% Coverage] References 1-2 - 4.41% Coverage
Uh, no, I wouldn't look at it like that. If, like, say, Gucci was selling something that was not in
collaboration with Sabyasachi and it was in this market over here in the US without like
completely cutting out any Indian connection from it. That's when I feel like, oh this is not right.
I think the popular term is cultural appropriation so that's when I see it. But if it's done in
collaboration, uh, and you know. Again, it depends on the final product and how it's used, and
even how it is modeled, like how it is, uh, shown in ads and how it is portrayed. All of that has
a big influence in deciding whether or not that will create any barriers for me to even consider
buying the product.
279
Possibly. So, you're saying if there is a collaboration, will it make me more likely to purchase
the item, right? Yeah. Yeah, uh, and that's a good question and I think the answer is yes. And
the other accessory I wear often is a watch and I love to see Indian designs infused in
accessories like a watch or even earrings. Sometimes I wear Indian earrings with my western
outfit just to keep it nice and add my own touch to the look.
<Files\\Swarna> - § 3 references coded [10.68% Coverage] Reference 1 - 2.02% Coverage
No, I don't like the amalgamation of our Indian Craft, which is so local and then going global. I
mean, it's recognition, which they might get to another different platform. But I wouldn't buy
back in India.
I think that would get me to think at least that I could support them somewhere. Maybe I will
purchase it. But, uh, yeah, I understand what you're saying, but there are so many local
businesses in India, and they are not recognized. And because of that they're dying for obvious
reasons. So, I think then I would support it if there were complete honesty about how much
goes back to them. Because I totally feel that local Craftsman should be given a lot of credit
because the global brands can just hang their tag and they just increase the price and sell the
product. So, I feel if that is the case and they have been very explicit about this percent of share
goes back to the craftsmen, then definitely if I really love that brand. I would support it and go
for it.
I've already stated would be in terms of the credit on the money, but I don't think there would
be an issue because I'm sure the luxury brands do a very good job of marketing them like the
way they show in terms of advertisements or you know, just their display which is more or less
280
the window shopping that itself would attracts a lot of customers. So, I don't think there would
be any kind of issue. As I stated, I still feel they're not given enough credit and that is something
which I would not force myself to buy from a luxury brand.
Yes, of course. If it has something like, not a very big thing also but it has some different element
on the logo, maybe and if it will go with my outfit. So obviously I would prefer that it'll be a
multi-functional and multipurpose bag. I can carry to weddings and I can also use it on daily
basis. Depends on what kind of work is done on the bag.
I told you earlier also that it should be elegant. 50% elegance and 50% multifunctional mixture
of two would be great, I think.
281
<Files\\Yotsana> - § 5 references coded [8.20% Coverage] Reference 1 - 4.21% Coverage
When such collaboration happens, like let's take example of Christian Louboutin and
Sabyasachi. When their collabs happened, very good products came out of it. But then who
are those products for? Like, um, I cannot buy a clutch, you know, for 50,000 INR. I'm not going
to buy it because no matter what quality it is offering me, it's way beyond my budget. So, when
such collabs happen, it's for the most niche segment of the society.
The middle consumers, the middle buyers cannot buy it. But maybe if somebody’s wedding
budget is 10 Crore INR, they can afford it. Not me.
Yes, in fact, if the range of those collabs are affordable. I would go for it. I mean an Indian away
from India is always looking for ways to be closer to home or closer to art. So yeah.
So yes, yeah. So, if I find clothes you know, even if western clothes that have any Indian
embroidery, I will go for it. If it is within my budget. No questions asked over there.
Um, yes if it goes with the entire theme of my bag. I would. I would like to add something to it.
Yeah, so any Indian touch which adds to the accessories I I would go for it.
282
Appendix 5: Individual Learning Plan
283
284
285
Appendix 6: Research Ethics Approval Form
286
287
288
Appendix 7: Participants Consent Forms
289
290
291
292
293
294
295
296
297
298
299
300

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A Union of Two Cultures - Divya

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2020

MA Fashion Design Management (19030972)

London College of Fashion, UAL

1st October 2020

1.1. Context Background .......................................................................................................................... 8

1.1.1 Indian Luxury Fashion Industry ................................................................................................ 8

1.1.2. Significance of Wedding for Indian Fashion Industry ............................................................ 8

1.1.3. Issues faced by Indian Handicraft Sector ................................................................................ 9

1.2. Rationale ............................................................................................................................................. 9

1.3. Conclusion ....................................................................................................................................... 10

1.4. Aim and Objectives ......................................................................................................................... 11

1.5. Framework of the Study ................................................................................................................. 12

2.1 Project Contextualization ............................................................................................................... 14

2.1.1. Defining Luxury in India ......................................................................................................... 14

2.1.2. Crafts in India ................................................................................................................................. 19

2.2. Conclusion ............................................................................................................................................ 21

3.2. Research Philosophy ............................................................................................................................ 23

3.3. Primary Research .................................................................................................................................. 24

3.4. Secondary Research ............................................................................................................................. 25

3.5. Data Analysis. ........................................................................................................................................ 26

3.7. Limitations ............................................................................................................................................. 26

Project Development, ...................................................................................................................................... 28

Discussion and Evaluation .............................................................................................................................. 28

4.2. Project Overview .................................................................................................................................. 29

4.2.1. Research ......................................................................................................................................... 30

4.2.2. Collection Concept ....................................................................................................................... 35

4.3. The Findings ......................................................................................................................................... 44

4.4. Evaluation .............................................................................................................................................. 48

5.2. Testing website ‘CreativeCahoots’ with Potential Consumers ........................................................ 51

5.3. Limitation ............................................................................................................................................... 54

5.4. Further Research .................................................................................................................................. 55

Appendix 1: Primary Research Interview Questions ................................................................................ 66

Appendix 2: Transcription (Before Product Development) .................................................................... 67

Appendix 2.1. Participant ‘A’ .................................................................................................................. 67

Appendix 2.2. Participant ‘B’ .................................................................................................................. 77

Appendix 2.3. Participant ‘C’ .................................................................................................................. 89

Appendix 2.4. Participant ‘D’ ................................................................................................................ 102

Appendix 2.5. Participant ‘E’ ................................................................................................................ 114

Appendix 2.7. Participant ‘G’ ................................................................................................................ 133

Appendix 2.8. Participant ‘H’ ................................................................................................................ 142

Appendix 2.9. Participant ‘I’ .................................................................................................................. 154

Appendix 2.10. Participant ‘J’ ............................................................................................................... 166

Appendix 2.11. Participant ‘K’ .............................................................................................................. 177

Appendix 2.12. Participant ‘L’............................................................................................................... 187

Appendix 3: Transcription (After Product Development) ..................................................................... 197

Appendix 3.1. Participant ‘1’ ................................................................................................................ 197

Appendix 3.2. Participant ‘2’ ................................................................................................................ 202

Appendix 3.3. Participant ‘3’ ................................................................................................................ 207

Appendix 3.4. Participant ‘4’ ................................................................................................................ 211

Appendix 3.5. Participant ‘5’ ................................................................................................................ 218

Appendix 4: Coding .................................................................................................................................. 223

Appendix 4.1. Traditional Events ......................................................................................................... 223

Appendix 4.2. Service ........................................................................................................................... 242

Appendix 4.3. Personal Details ............................................................................................................ 246

Appendix 4.4. Luxury Products ............................................................................................................ 247

Appendix 4.5. Handicrafts .................................................................................................................... 269

Appendix 4.6. Collaboration ................................................................................................................ 272

Appendix 5: Individual Learning Plan ..................................................................................................... 283

Appendix 6: Research Ethics Approval Form ......................................................................................... 286

Appendix 7: Participants Consent Forms................................................................................................ 289

Table 1 Aim and Objectives ............................................................................................................ 11

Total Words: 10164