Corneliani is a brain child of Alfred Corneliani from Mantua, Italy. Marking its presence in India with OSL Luxury Collections since 2012, the brand acquires a decent position. In a tête-à-tête, Prem Dewan told S&A that the brand strives for the perfect blend of shapes, proportions and materials. Prem is the RETAIL HEAD at OSL LUXURY COLLECTIONS PVT LTD-CORNELIANI.
The brand concept
Corneliani is a brain child of Alfred Corneliani from Mantua, Italy, a truly magnificent place which inspires the tastes and sensitivities of anyone who lives and works there. It all began with a thought to provide unique, finest quality garments and create quality that stands for ingenious blend of excellent craft skills and cutting edge technology with respect to Italy’s great tailoring heritage. The brand strives for the perfect blend of shapes, proportions and materials.
We have always invested in environment to allow our customers to feel the brand’s eccentric cachet. We have been doing fairly well and I am sure the road ahead is likely to be smooth.
Position in the market
Marking its presence in India with OSL Luxury Collections since 2012, the brand acquires a decent position today, and we are doing fairly well. We have embraced quality by securing top locations in the market for our showrooms in India, including the DLF Emporio, Vasant Kunj- New Delhi, The Taj Mahal Palace- Mumbai and UB City, Bangalore.
Products in comparison others
Corneliani has always been known for its tradition, quality and modernity. We are the one to create a milestone of made-to-measure in the luxury segment. The brand always aims to combine Sartorial excellence with modernity assuring the pleasure of being able to choose from the most prestigious material and embellishments where great attention is paid to details that is visible in our remarking accessories such as ipad covers, belts, shoes, cufflinks etc.
Sales volume and target
We have experienced a great response in the last few seasons, and certainly aim to better and up the same every year.
Online versus offline
We use various mediums to tap our customers. As the luxury business environment is undergoing a rapid change, it’s the need of the hour to make it a two-way communication without any restriction in time, place, and medium. Undoubtedly, online promotions are convenient and profitable to elevate brand value by creating a platform to exchange ideas and information among people.
Branding strategy
Though Corneliani at OSL Luxury Collections generally go with the guidelines of the brand, the strategy is simple. We have always invested in environment to allow our customers to feel the brand’s eccentric cachet. We have been doing fairly well and I am sure the road ahead is likely to be smooth.
High rental and retail space scarcity
It seems unusual not to be effected with the high rental and space scarcity like all others. For example, some prime locations that are important to communicate the feel with our customers are not cost effective and hence we are definitely losing opportunities to bring in more luxury brands. As far as dealing with the situation is concerned, we are exploring and testing waters through trunk shows, exhibitions, social media and whatsapp to reach out to right neighborhood.
Few Indian brands in premium segment
In my opinion, there is still a big gap between the two but affirming a revival of the economy and rise in purchasing power will lead to up gradation of the sector. The market is such that no luxury brand can afford to ignore India.
Premium segment growth and challenges
As of now I can speculate growth to be 15-20%. Though it’s a happening sector and has a lot more to offer but lack of infrastructure may pose as a problem.
