The common man is the real buyer

Designer in my pocket

Gone are the days when we cringed at the thought of sporting a designer wear for our special occasions, only because it would cost too much. And more so, those famous designers were always busy designing for the biggies including actors and wives of industrialists; touring around the world and taking a bow at various fashion shows. In these scheme of things, where did the common man exist? And guess that's why, we, the janta just made the most of the ware at local boutiques and felt happy whenever a nice looking outfit that fitted well, fell into our lap.

But you know what. Tell me when did celebrities ever pay for their clothes, anyway?. After creating a buzz in the newspapers and television channels about which actor wore who's design that night, the designer only got compliments — alas! at his own cost — because the 'biggies' never bothered to pay up.
And then came along a realisation, the designer started to look for 'real' customers because recession hit him hard. He no longer cared to dress up the freeloaders. He wanted to dress up people who'd pay for his efforts. And thus in way, the recession brought fore the 'welcomed' common man.

Today, every store is trying to redefine the buying experience for its customers, who often belong to the middle or upper middle class. Because the highest spending power comes from this target group. Thanks to our population, the numbers are humongous. This really works well for the merchandisers.
And so Tarun Tahiliani, yes, the man who designed Shilpa Shetty's bridal wear (did she pay for the trousseau, I don't think so)got a fabulous bridal extravaganza right onto the streets where you and I take a leisurely stroll. At the Prince of Wales museum in Kalaghoda, Mumbai, he was personally welcoming people who walked in. Many young brides and grooms-to-be came in with their friends and parents and selected their wedding wear. Tarun made a few lakhs by way of orders within those 2-3 days. Tarun said, "Why hide everything in a hi-end store. Let people enjoy the luxury of couture. I am a designer for everyone, you know."
Even Manish Malhotra ran a sale at his store. When he showcased his bridal wear, he sat, taking measurements of waists and shoulder blades. Also suggesting colour combinations to every girl and guy who asked for it, with a broad smile.
Vikram Phadnis teamed up with Malini Aggarwala, a jewellery designer, and offered two aspects at one place. Clothes and jewellery both. It worked wonders for the designer.
Neeta Lulla in fact, likes the on-ground interaction because it gives her a direct window into what people want. "I look forward to this interaction every year."

Girl With The Blue Scarf says: If you too would like to have a perfectly crafted, made-to-wear designer wear for yourself, don't hesitate to walk into your fave designer's store. Don't be surprised if the 'big' designer himself opens the door for you and attends to your whims. It's the age of the common man. Because we work and we pay. And that really works.