Few such Law Firms of India in that surpassed the rest caught our attention and we chose to feature them in our latest edition of our education magazine, The Knowledge Review, titled- The 10 Most Booming Fashion Influencers to watch in 2021

1. DEEP
TI
A Trendsetting Entrepreneur
and Fashion Influencer
October
ISSUE-04
www.theknowledgereview.com
Booming
FASHION
Influencers
to watch in
2021

4. Behold, the
Age of Fashion
Influencers!
In today’s modern era, the fashion industry is no longer
confined to magazines or newspapers editors. Bloggers
and fashion influencers are now increasingly taking
their spot at the centre stage. Fashion influencers are
playing a major part in creating awareness among the
audience about the emergence of latest fashion trends and
products. The leading players in this arena are educating the
audience about different fashion brands and are also
running active brand promotions on their blogs, social
media pages, other such platforms. You may have noticed

5. that in most of the fashion shows that are taking place
today, the front rows are usually filled by influencers,
journalists, stylists, celebrities, and so on.
Many influencers do not have their own websites or blogs.
They are popular on different social media platforms.
There, they showcase their work in front of the huge
number of followers that they have. These influencers
collaborate with leading fashion labels and brands and
create content for those brands.
Owing to their ability to interact with and influence the
audience, they can successfully convince them to opt for or
purchase products and services of the brands that they
endorse. With these endorsements, these influencers also
avail of various advantages such as attending fashion
shows, parties, events, and exclusive trips. Moreover,
influencers also wear products of their endorsed brands in
these events and promote the same content in social media.
With social media at its peak, people’s purchasing decisions
are heavily influenced by other people’s purchasing
decisions. Nowadays, people rely more on
recommendations from their peers and renowned
personalities before purchasing any product or service. This
is where the leading influencers play their part. With their
endorsements, they influence the purchase decisions of their
supporters or followers. When a follower gets
recommendation of a product or service from any
influencer, they are more likely to buy that service or
product.
With the help of these leading fashion influencers, many
fashion brands are successfully forwarding their brand’s
objectives to their target audience. The omnipresent online
and social media platforms have played a major role in
connecting fashion influencers and brands to the audience.
Once, these impactful fashion influencers connect with their
followers, they easily convert their decisions in favour of
the brands they endorse. These fashion influencers are
enhancing the widespread and popularity of any brand.
They are assisting top fashion brands to connect effectively
with their followers, which, in turn, increases the chances of
more exposure and the opportunity to turn prospects into
confirmed customers.
The prominent fashion influencers are ensuring that the
brands that they endorse earn total profits and gain more
customers with the passage of time. With the objective of
highlighting the most impressive fashion influencers who
are taking the fashion industry to the next level, we present
to you the issue, The 10 Most Booming Fashion Influencers
to Watch in 2021. To know more about these leading
influencers, browse through the pages.
Happy reading!
Editor’s Note
Ananda Kamal Das
ananda@insightssuccess.com
Ananda Kamal Das

6. C O V E R
S T O R Y
08
DEEP
TI
Chandak
A Trendsetting
Entrepreneur
and Fashion
Influencer
C o n t e n t s

7. Impact of Fashion Influencers
on the Fashion Industry
Trend Setters
The Future of Fashion with
Virtual and Augmented Reality
Making the difference
20
28
A r t i c l e s
P r o f i l e s
Redefining the Fashion Industry
with the Rental Business
Jheal Shah
20
24
32
A Seasoned Fashion Influencer
Driven to Make a Difference
Mitesh Patel
An Entrepreneurial Fashion Designer
Driven to Make a Difference
Neha Kabra

8. Copyright © 2021 Insights Success Media and Technology Pvt. Ltd., All
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August, 2021
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9. Mitesh Patel
Jheal Shah
Maheka Mirpuri
Jheal is a forever curious serial entrepreneur
with a demonstrated history of working
across several industries
Neha Kabra
Mitesh Patel, the Founder of Foreverkm is a
powerful influencer and has collaborated
with big brands over the globe
Neha Kabra is the Founder of Maati, the
renowned fashion brand
Noha Nabil
Sarah and Sandeep
Noha Nabil is a unique personality who has
instilled authenticity within every medium
she tackles
Riya Jain is a social media influencer and
blogger renowned for her fashion and
lifestyle blogs
Sarah and Sandeep Gonsalves are focused
on reconstructing traditional designer
clothing, while providing it with a modern
touch
Shantanu and Nikhil are trusted names in
the fashion industry, who are transfroming
it with their dedicated endeavours
Shantanu and Nikhil
Shantanu and Nikhil are trusted names in
the fashion industry, who are transfroming
it with their dedicated endeavours
Riya Jain
Akshay Tholia
Maheka Mirpuri wears many hats – fashion
designer, jewellery designer, fitness
enthusiast, themed event planner and
designer, and a passionate philanthropist
Deepti Chandak
Brief
Name of the Personality
Deepti is a lifestyle content creator who works
with the fashion, tourism, beauty, and
entertainment industry
to watch in 2021
Influencers
10

10. A Trendsetting
Entrepreneur
and Fashion
Influencer
Deepti is
one of the
pioneers in social
media influencing,
having started it
way back in 2012
“
“
DEEP
TI
Chandak

12. escapism, which changes our identity
and looks along with the shifting times.
It took aeons to change the traditional
attitude towards the fashion industry. It
th
was the 20 century that created a
revolution and expanded the fashion
industry worldwide. From the royal
attires of the medieval period to the
modern designer’s clothes, fashion
renovated the attitude towards our
appearance. In today’s world, the
fashion industry is one of the most
reputed sectors and many fashion
influencers are expanding its
boundaries with their unique styles.
Deepti Chandak – a smart, confident,
and self-made woman – is one of the
prominent names on that list. Deepti is
a lifestyle content creator who works
with the fashion, tourism, beauty, and
entertainment industry. Deepti’s attire
is a manifestation of her personality &
character. Fashion is an inherent part of
her daily life, and she combines the
classic styles with a modern edge.
Unfolding the Journey
Deepti is an inspiring individual & her
life is filled with enthralling
experiences. She has significant
influence in the international realm too.
Applauded by celebrities and giant
brands, she quickly became a well-
known personality for fashion advice.
Deepti said, “To be honest, I wasn’t a
fashion person. I was more into tees
and denim until college. Fashion
happened when I was employed in the
luxury/fashion industry as a media
manager in Dubai.”
Her boss, Karima Liusie, was her
mentor and she inspired Deepti a lot.
With great fashion sense and style,
Karima’s presence had a vibrant vibe.
Deepti learned a lot from her about
fashion and also how to conduct one's
life with dignity and poise. Deepti has
interviewed various celebrities for her
hat is fashion? Fashion is
Wthe balance of comfort &
style that makes one
unique. Fashion keeps track of the
transformation in the political and
historical moments of life. It is

13. Deepti is
overjoyed with
the experience
and thinks that
the journey has
been great so
far, and she is still
learning and
focusing on the
vision that she
had envisaged
for the
magazine
“
“
social channel. Deepti said, “The
experience has been wonderful and
interacting with the brands has given
me a lot of confidence. Being close to
well-known personalities also helps me
understand how they handle pressure,
and their happening lives also add zest
to my life.”
Deepti was one of the pioneers in
social media influencer, having started
it way back in 2012. She won several
accolades for her excellence. She has
over 14 years of work experience in
luxury fashion. She has worked with
Al Tayer group for over 9 years with
various brands like Gucci, Dolce &
Gabbana, BVLGARI, Al Tayer Motors,
Jimmy Choo, Harvey Nichols,
Bloomingdales to name a few. She has
worked on the successful launch of
Bloomingdale’s Dubai and Kuwait and
OUNASS Dubai and KSA.
She has worked with brands like
Samsung Arabia, Amazon, The Dubai
Mall, Emaar, Dubai Tourism (DTCM),
Dubai Food Festival, Address Hotels,
Spain Tourism, Mauritius Tourism,
Zurich Tourism, Noon.com, Sivvi.com,
Al Jaber Optical, Malabar Gold &
Diamonds, and many more. She was
featured in the advertising campaign
for Emaar at The Dubai Mall Screens,
Reel Cinemas, and Emirates In-flight
Entertainment.
Deepti specialises in offline (print,
cinema, radio, OOH events) and digital
media (display ads, content creation,
social media, and influencer
marketing). She has very good
relations with the key publishers in the
market. She has also done various
event collaborations with top media
houses.
The 10 Most Booming Fashion Influencers to watch in 2021

14. JiveWithDeepti: The Success Story
of a Blogger
Deepti was very enthusiastic to explore
her views on topics like travel,
lifestyle, fashion, and food. This
enthusiasm led her to develop her blog
‘JiveWithDeepti’ in Dubai, in 2012.
The international blogger shared her
experiences from the Middle East
region in her blog. But the story was
not only limited to the gulf region. She
has also explored the beauty of
different locations across the world
such as – the vintage streets of Europe,
the serene shores of Mauritius, the
majestic skyscrapers of Dubai, and
many more. Today Deepti is a
well-known influencer in Dubai and
India with over 450,000 followers on
Instagram at
ww.instagram.com/jivewithdeepti.
According to Deepti, when it comes to
social media, consistency is really the
key. She said, “I have been focused
since I started in 2012. I have shared
my journey with my followers, and
they have loved my work. It has
encouraged me to keep moving
forward. It feels wonderful to gain
appreciation and it makes my work
more fun.”
Deepti also showcased Indian culture
through her blog and today she is a
well-known social influencer in India
as well as in the Middle East. Her
blogging career has helped her
rediscover her inner qualities that
define her personality. Today she is
regarded as a trends-enthusiast, and
nothing makes her happier than
receiving messages from her followers
for sharing positivity in their lives
through her words. Blogging is her
passion, and she loves it.
Pandemic Days and The Inception of
Luxpresso
The Covid-19 pandemic has changed
everything as it affected travelling and
a lot of her projects got held up. So
Deepti focused a lot on her health in
the last year. She spent over a month in
Rishikesh completing the training
course of a Yoga teacher. She realized
fashion cannot be a priority in these
times when people are stuck at home
trying to survive. But her passion
didn’t allow her to merely sit and
watch the world through the windows.
When the world was stuck in
lockdown, and people generally felt
miserable, Deepti pushed herself to use
her time wisely & worked on starting
her dream magazine – Luxpresso. It’s a
definitive guide to the luxury lifestyle
in the world with features on fashion,
people, design, accessories, travel, arts
and culture, home, beauty, auto, and
weddings. Team Luxpresso seeks to
cover everything that defines luxury
living with a focus on global trends.
Deepti is overjoyed with the
experience and thinks that the journey
has been great until now. She is
currently focusing on the vision that
she had envisaged for the magazine
and has faced many challenges since
the inception of the magazine. The
main challenge was to establish

15. Team Luxpresso
seek to cover
everything that
defines luxury
living with an
international
flavor
“
“
Luxpresso in a very competitive
market. It is still a work in progress
and would be early to consider it a
success.
The Luxpresso is a medium through
which Deepti shows her take of the
luxury industry. She is hopeful that
people will like her version and
appreciate the hard work that goes into
making her magazine successful. All
her accomplishments can be credited to
her strong self-belief and her never-
ending zest for achieving more. She
aspires to reach her potential and
experience all facets of life.
Shining Feathers in Her Cap
Apart from winning the hearts of her
readers, Deepti won a ‘Best Asian
Blogger 2013 Masala Award’. She was
nominated for the same in 2014 and
2015, highlighting her successful
influence in blogging. She was also
nominated for the ‘Best Female
Personality’ at Ahlan People's Choice
Awards, UAE 2014.
She was nominated twice for the award
– ‘Best Blog’ at the Ahlan People’s
Choice Awards, UAE for years 2015
and 2016. Also, she was nominated for
‘Best Female Personality’ at Ahlan
People’s Choice Awards, UAE in 2014.
Another nomination was for ‘Lifestyle
Social Media Star of the Year’, for the
Stylist Magazine UAE Social Media
Awards 2016 and 2017. These
accolades demonstrate her excellence
and the milestones she achieved.
The Success Mantra
Deepti shares her secret for success –
“There is no free lunch in this world.
And behind every successful
endeavour there is a lot of hard
work. So be ready to work hard.
You will be discouraged or feel
demotivated at various steps
during this journey, but never
give up. Be smart, consistent, and
relevant. Find out what your
audience wants and work around
it. Be patient and you will be
successful. Most importantly
believe in yourself and the
universe will guide you.”

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The Knowledge Review

18. Mitesh
Patel
A Seasoned Fashion
Influencer Driven to
Make a Difference
T
he Indian fashion industry is
evolving with leaps and
bounds. It is witnessing the
incorporation of cutting-edge
technologies and innovative techniques
to ensure the delivery of better
products. With the objective of creating
a unique and lasting style statement
many fashion influencers are emerging
to take the centre stage.
One
should choose
one’s own
passion as their
career
“
16 | August 2021

19. They create fashion content and
possess the ability to influence the
opinion and purchase behaviour of the
audience with their recommendations.
These influencers are endorsed by
renowned brands. Accordingly, they
attend fashion shows, parties, designer
dinners, exclusive trips, and social
media, to promote the fashion
products.
Fashion influencers are identified as
new celebrity endorsements. However,
they have closer relationships with
their audience than traditional
celebrities. They interact with their
audiences across multiple platforms
and channels through photos, videos,
stories, live sessions, and so on. This
creates a form of closeness between the
influencers and their audience or
followers.
Through influencer marketing, fashion
brands take advantage of the reach and
positive reputation of the influencers.
They help in spreading the messages of
any brand, create awareness, create a
positive image of any brand, and
increase sales by tagging fashion
brands in their posts.
The top fashion influencers play an
important part in ensuring the success
of any brand. At times, they act as the
official face of any brand, which in
turn, creates a sense of identity among
the customers, and is beneficial for any
brand.
One such renowned personality in the
fashion industry who is making
massive impact is none other than
Mitesh Patel, the Founder of
Foreverkm. Also renowned as 'Meet
Poser,' he has a fan following of more
than 1,66,000 people on Instagram. He
is a powerful influencer and has
collaborated with big brands over the
globe.
A Transformational Journey
Mr. Mitesh is a believer in choosing
one's own passion. He is of the opinion
that focusing on one's passion and
transforming that passion into a
profession can be challenging.
However, if one puts their heart and
soul into the task, then no force can
stop them from being successful.
Similar things also happened to Mr.
Mitesh, who decided to transform
social media from merely a source of
entertainment and leisure into a
successful career.
Mr. Mitesh started his journey as an
influencer in 2015 by using social
media as a creative outlet. He used this
platform to share about his fashion
inspiration on a day-to-day basis. Mr.
Mitesh has keen eyes for detail and the
ability to catch up with trends. This
eventually led him to be discovered by
many fashion fanatics and brands alike.
Since then, he has been working hard
to bring forth the best fashion content.
I believe
in providing
tips and
techniques
of fashion
to my
audience
“
A Prominent Name in the Fashion
Industry
Born and brought up in Gujrat, Mr.
Mitesh is an allrounder and one of the
top fashion influencers. He is a
businessman by profession and also
works as a full-time employee in a
company. Mr. Mitesh also writes
influential and creative blogs.
He is a hard-working personality, and
over the years, he has worked as a
photographer and has also mastered all
the skills required to be a fashion
influencer. Furthermore, for the period
of 3 years and 6 months, he observed
and analysed the algorithm of
Instagram, which helped him succeed
in an impressive manner, as till now he
has endorsed over 500 brands.
The 10 Most Booming Fashion Influencers to watch in 2021
www.theknowledgereview.com |17

20. Mr. Mitesh is considered as one of the
top three influencers and focuses on the
content that delivers knowledge to his
audience. He has an impressive fan
following because his content
concentrates on brands, the minute
details of the outfits, clothing, which
can be worn in different seasons, the
new trends of fashion in men's
lifestyle, videos of different hairstyles.
Overall, he believes in providing tips
If you put
your heart
and soul
into the
task, then
no force
can stop
you from
being
successful
and techniques of fashion to his
audience. Owing to his passion, Mr.
Mitesh is not only able to inspire and
influence the audience, but also earn a
handsome amount Rs 50,000-60,000
every month including brand
endorsements. Over the span of four
years, he has been successfully taking
his career to newer heights through his
dedicated endeavours.
18 | August 2021

22. he term fashion has always been known as mutable. It is an industry with
the latest trends, ideas, innovations and bringing a fresh wave of
collection for all seasons. The fashion industry is not only transforming
but setting up a new gear with diversified technology and exploring the
changing trends of the customers and their demands. With the ongoing and
changing mindset of the customers, the fashion industry has drastically fulfilled
the requirements in every way possible and keeping the customers loyal with
their specific brands. On the bright side, the fashion industry is an industry of
experience, selling dreams, and creating stories.
Since many customers refer to try on before buying, they also look forward
towards a social experience with their looks and their personalized fashion
Augmented
The
F
ashion
Virtual
Reality
Future
and
with
T
20 | August 2021

23. Making the difference
www.theknowledgereview.com |21

24. sense. The use of emerging trends of
technology like Virtual Reality (VR)
and Augmented Reality (AR) is
creating a new scenario in the fashion
industry. VR and AR are making the
shopping experience more enjoyable
and social-media worthy. AR with its
real-life augmented environment and
VR, being a reality simulator is saving
customers’ time through an effortless
selection process.
Customers can experience a new
model of the fashion industry indulged
with technologies and the engagement
of the customers and the brands is
increasing to a greater extent. The data
in the reports made by experts indicate
66 per cent of the customers are
interested in using AR while shopping.
As this engagement is increasing, the
fashion brands are expecting to
increase their sales and as well as earn
brand loyalty from their customers.
AR and VR are making customers
effortless and better with a wide range
of opportunities like introducing new
virtual trail rooms, indicating ‘try
before you buy.’An additional
advantage of these technologies is ‘try
on without taking off and these are
acting as game-changing factors in
terms of saving the customers’ time
efficiently and providing huge options
to try on new products effortlessly and
conveniently.
Brands have found a new way to
promote their products through social
media applications and mobile
applications, where customers can try
on their products, without stepping
inside of a fashion store. These
practices are making brands more
interactive with customers and
enhancing their experience of window
shopping.
If we are looking at VR, the main point
of VR is to design a new place for us
while we are not making a single step.
However, fashions brands are using
VR for increasing interaction with their
audience with this innovative
technology.
Fashion brands have created
integrated software for their fashion
shows and new product launches. With
the VR headsets and this software
combined, one can get an absolute
realistic sensation of being present at
the venue and experience the most
fabulous shows of all time. At the same
time, the use of VR is not limited to
this but also, one can step into the
showroom of a leading brand and
explore their collection. As a result,
customers are getting with the brand
and its products.
AR and VR are driving the fashion
industry and introducing it with the
developments and advantages like:
1. Increase customer engagement
When the companies are using VR
technology for their branding or
launch events, they can target
customers, all over the globe. This
way the company can highlight their
products and customers can notice
and have a look around towards the
company background and note some
outfits.
With this accessibility, brands can
increase their presence, and this can
result in a better sales number,
eventually.
2. Reducing advertising costs
When brands are displaying their
products, they can provide try-on to
their customers by creating a virtual
platform with actively using AR and
VR.
The applications which are powered
by AR and VR can create a virtual
shopping experience by which the
customer can buy the products, no
matter wherever they are.
This way, the company can create
their advertising platforms, where
customers engage in their product
launch and are most likely to buy
from these applications instantly.
3. Fashion brands can fascinate their
audience
Another aspect is the novelty that VR
and AR bring to the fashion industry.
Each fashion brand that is using these
platforms is displaying its products in
exceptionally innovative ways.
This boosts the engagement between
the brands and customers, and
customers are most likely to develop
an interest in the products which the
company has displayed uniquely.
This will lead the customer to
experience rich and fascinating ways
to explore other products of the same
brand.
The new beginnings
These visible changes in the fashion
industry are something people never
expected. With new developments and
innovations, technology is introducing
new engaging methods and in the next
few years when it is technology driving
these changes, we can surely expect,
‘sky is the limit.’
22 | August 2021

26. Neha Kabra
An Entrepreneurial Fashion Designer
Driven to Make a Difference
The Indian fashion industry is growing significantly
with time. Technological advancements have also
played a significant part in taking the industry to
the next level. Many leading fashion brands are competing
to assert their dominance in the market.
From this perspective, these top brands are always on the
lookout for impressive fashion influencers who have
tremendous power over their audience. These influencers
endorse different fashion brands and convince
the audience to purchase fashion products
and merchandise through marketing
campaigns. They play an important
role in enhancing the popularity of
any fashion brand in the
market.
One such celebrated personality who has established herself
in the fashion industry is none other than Neha Kabra, the
Founder of Maati, the renowned fashion brand. She has
always been driven by the urge for creation. This
understanding, along with sourcing responsibly from
nature, is what shaped the journey for Neha and Maati,
which was indeed accompanied by tremendous ups and
downs. However, the brand’s journey has been beautiful
and memorable.
Neha’s Source of Inspiration
The urge for creation is what drew Neha towards the
fashion industry. However, what caught her attention was to
make every day count. “If we can revolutionise everyday
fashion, it is more fun than just having that one glam
piece,” she states. While growing up, Neha was inspired by
various subcultural fashions that would make do with every
little thing they had and made a statement out of it. She was
motivated by African subcultures, Indian subcultures,
personalities such as David Bowie, Rihana, Anaita Shroff.
However, later on, Diya Mirza and her values inspired Neha
to push her limits and accomplish more.
Only if you believe and
trust in what you are
doing, you will be able
to keep doing it
The 10 Most Booming Fashion Influencers to watch in 2021
24 | August 2021

27. Neha Kabra
Founder
Beginning of the Journey
Neha always had the intention of doing
something with design. Accordingly, she
studied at Raffles Mumbai while pursuing
a course as a fashion designer.
Subsequently, she worked with other
designers who went to Mumbai and also
got an opportunity to work at Lakme.
After completing her design course, Neha
moved on to London and pursued a course
in pattern cutting from central St. Martin,
where she learnt the technicalities of fashion.
Right from her college days, Neha has been
driven to do something in the field of fashion in her
own right. Before going to London, Neha carried out deep
research and came up with the idea of sustainability in
fashion and to establish Maati.
Opinions about the Industry
Neha believes that fashion is a challenging industry to
thrive in and survive. However, she felt that the covid-19
pandemic and lockdowns made people more aware of the
local markets, homegrown brands. It also helped in the
whole mindset shift towards ethical fashion. Hence, Neha
thinks that the effect has been positive. Although the sales
and the market took a hit with the competition around, it
has definitely improved.
Sustainability is
not an option but
probably the only way
of moving forward
Maati focuses on
sourcing responsibly
from nature and to
reduce wastage
www.theknowledgereview.com |25

28. About Maati
Speaking about Maati, Neha opines, “We are a small
homegrown label working with different villages all over
India. We have worked with weavers of Bengal to Kutch.
Indian textiles as well as craftsmanship is something that
always leaves me mesmerised.” She adds, “We have made
only a few collections to provide for everyday Indian
fashion by amalgamating Indian craftsmanship. Currently,
we are working on a project of making T-shirts from
handloom cotton as it is widely used and could be game-
changing in the industry along with focusing on upcycling
of rugs for one-of-a-kind jackets”. These jackets are made
out of heavily embroidered discarded rugs, making them
even more beautiful. They are worn by Masoom Minavala
and are very popular in festivals too.
Overcoming Challenges for Better Outcomes
According to Neha, the ideology behind Maati is to source
responsibly from nature and make sure it creates bare
minimum wastage and carbon footprint in the process while
lasting long enough. However, if mixed with earth, it shall
dispose of quickly without leaving any remains. In order to
achieve this, and sustain the same results over time, a lot of
complex challenges have to be overcome. She believes that
sometimes the solution is readily available, but the means to
apply the solution are not.
Earlier, in India, eco-friendly fashion was not popular.
However, people have become aware now because it is
trending on the internet and has gained popularity. But, it is
important for them to know that every action has a reaction
that generations to come may have to pay. Neha expresses,
“Sustainability is not an option but probably the only way
of moving forward. This concept is something I have learnt
over the years and have adapted to my lifestyle. Once you
adapt, you do start making a difference”.
Major Achievements
Neha believes that her biggest contribution to the fashion
industry would be just the thought and concept of not living
up to the two seasons’ timelines. This has helped her to
introduce herself to the concept of seasonless and
genderless fashion. Throughout her journey of trailblazing
the fashion industry, Neha got an opportunity to be a Ted-x
speaker and got a chance to speak about slow fashion.
The Secret Sauce of Success
Neha believes that the biggest secret to success is
consistency. She believes that one should have their ups and
downs but should be consistent at their work. “The bad
days will lead to the good days but be at it,” states Neha.
She also says that one should be to be true to their nature.
“Only if you believe and trust in what you are doing you
will be able to keep doing it,” she expresses.
Neha believes that it is always good to be a part of the
change, especially in this era where everything is super
quick and attainable from wherever one is.
The Future Horizon
Regarding the future, Neha states that she wants Maati to
educate more and more people in the country and abroad
about quality and sustainability. She also intends to set up
her own production house to engage people to work in self-
sustaining clusters. This would also help talented
individuals to learn, adopt techniques, and pass on
knowledge along the way.
It is always
good to be a
part of the
change
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30. TrendSetters
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31. hen it comes to fast-changing
trends and the impact of
influencers on the industry,
the fashion industry stands a mile apart
from the other industries. Social media
with its wide connection has set the
standards high for the industry. Along
with that, the influencers now have a
huge impact on the sales and working
of the fashion industry.
It is in human nature to rely on others
while making a purchasing decision.
However, when there are more than
required options, and brands spend
lakhs of rupees on advertisements,
customers naturally turn to fashion
influencers before making a purchasing
decision.
Impact
Influencers
on the
Fashion
Industry
Fashion
of
W
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32. With the fast-changing trends that
define the fashion around us, it
becomes quite hard to keep up with the
changing trends. So, how is the fashion
industry managing to keep up with the
trend in the market? Let’s find that out
along with the influence of fashion
influencers on the fashion industry.
Enhancing the customer needs
One of the toughest tasks that
companies have to face is to identify
and serve the customers with exactly
what they need. Earlier, the choice in
the fashion industry was limited.
Today, the scenario is the opposite. The
customer today has the choice to
choose from a wide range of options.
However, the sort of irritating
marketing strategies has given rise to
fashion influencers, who today enhance
the needs of the customers has become
an essential part of their marketing
campaigns.
Social media has been a mirror for the
fashion industry and the fashion
influencers are the object placed in the
mirror. The fashion industry has been
using influencers for the promotion of
its products for years. Moreover, the
rise of social media and having special
influencers just for fashion have made
it easier for companies to target and
increase sales.
Setting trends and increasing sales
The fashion industry is so versatile and
flexible that every day there is a new
trend in the market. Now, since there
are a number of fashion influencers,
different brands approach different
influencers. This allows the influencers
to set trends in the market, which
changes with the change in influencers.
This has directly or indirectly helped
the industry to increase its sales. The
fashion industry is quite huge with
several products and customers to
target. This strategy of targeting
influencers and capitalizing over a
particular segment of the market has
helped the industry to increase its
sales.
Even influencers are responsible to set
a trend in the market. Social media has
given them the freedom as well as the
key to set trends by themselves in the
market. Though when a lot of trends
sets up in the market, it quite becomes
hard for the industries to keep up with
the trend. So, let’s find out how the
fashion industry keeps up with the
market needs.
Keeping with the trend
When there are so many trends,
trending in the market, even as a whole
industry it becomes hard to keep up
with the latest trend. Well, the problem
doesn’t stop there, the quickness that
social media has provided; gives rise to
a new trend when the current trend
doesn’t entirely die out. So, how do
influencers help the fashion industry to
keep up with the trend and how the
trend pattern has affected the supply
chain in the fashion industry?
The fashion industry giants have
divided their market with customer
preferences. Even the companies who
collaborate with fashion influencers
choose and target a particular type of
customer in the market. This helps the
companies to divide and target the
customer more efficiently. As the
saying goes, ‘someone’s curse is
another man’s blessing’ similarly, the
quickness of the trend is kind of a sales
stopper for the current trendsetters,
while it presents as an opportunity for
other competitors. Fashion industries
have an excellent win-win situation,
which is hardly seen in any industry.
This also helps the industry to keep up
with the supply chain of different
companies, by not only satisfying their
target audience but also being ready for
the next trend before it already starts.
Reviews and a personal relationship
Most fashion influencers apart from
collaborating with the brands for
setting trends do something that
defines them. These fashion influencers
often review different dresses and
stylish clothes by different brands and
give their honest opinion about them.
This is important for the brands as well
as a customer because the reviews
show the brands the mirror about the
improvements in the product. From the
customer point of view, these reviews
and honestly help them in maintaining
the personal touch that many brands
miss.
This is the impact of fashion
influencers on the fashion industry in
today’s world. It might seem numbed
due to the heavy advertised of the
brands which are often ignored. But
this is one of such industries which
creates a win-win situation for
everyone.
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