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    Create awareness for aspiration to take place: Director, Future Group

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    “First you need to create awareness, then the aspiration can take place,” said , director, . Biyani delivered his thoughts during the panel discussions titled ‘Consumer aspiration and awareness’ and ‘New occasions for purchase’ at India fashion Forum 2009 (IFF ‘09) in Mumbai. The session was anchored by , CEO, Wadhawan Lifestyle.

    Adding further, , president, said, “Awareness is only generating the environment. The consumer will make the move. Whether he will buy or not is going to be the ‘aspiration’. The latter is a more basic human need. Also in this context, every brand has to stand for some purpose.”

    However, it is not an easy task in India, given the length and breath of the country, pointed out Manoj Chakravarti, senior advisor — corporate, . He further added, “We live in a heterogeneous country which is almost a sub-continent. So, what one aspires in Bhagalpur is very different from what a consumer would aspire in Mumbai. But what is most important is to retain the commitment of value of a brand while creating aspiration.”

    The grand finale fashion alliance conclave of IFF’09 brought together brand owners, retailers and shopping centre owners at a common platform.

    — Sayanti Banerjee