IRWIN SAHOLI
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Beyond Legacy: The Future of Label Ritu Kumar
2025
United States
1. Conducted market research to identify trends and consumer preferences in both Indian and Western fashion markets.
2. Analyzed the evolving luxury market in India and consumer insights to inform collaboration strategies.
3. Contributed to the creative development process, ensuring a blend of traditional Indian craftsmanship with contemporary Western design.
4. Assisted in the development of a brand positioning strategy that maintained Label Ritu Kumar’s heritage while appealing to a younger, global audience.
5. Supported in crafting marketing strategies to promote collaboration, focusing on bridging cultural authenticity with modern luxury.
6. Helped evaluate the potential impact of the collaboration on brand legacy and consumer perception.
Legacy in fashion is not just about preserving the past—it’s about shaping the future. Label Ritu Kumar, a brand synonymous with India’s rich cultural heritage, stands at a pivotal moment as the Indian luxury market evolves. With a new generation of consumers seeking both exclusivity and global relevance, heritage brands must find ways to innovate while staying true to their identity.
This project presents a strategic collaboration between Label Ritu Kumar and Alice + Olivia, an American contemporary fashion brand known for its bold, modern aesthetic. By merging traditional Indian craftsmanship with Western innovation, the collection aims to redefine luxury fashion in India, creating a bridge between cultural authenticity and modern expression.
Through market research, consumer insights, and creative development, this collaboration demonstrates how heritage brands can embrace change without losing their essence, ensuring their legacy remains relevant for generations to come.
