In the ever-crowded consumer market, where choices are abundant and attention spans are short, brands are constantly seeking innovative ways to stand out and stay relevant. One such strategy that has seen a quiet yet powerful transformation is the loyalty program. Once limited to basic discounts and point accumulation, loyalty programs have now evolved into a core branding strategy, helping companies shape consumer perception, drive engagement, and build lasting emotional ties. From Transactional to Emotional Historically, loyalty programs were designed around simple mechanics—buy more, earn points, redeem later. This transactional model, while effective in the short term, often failed to…
Author: Himanshi Kapoor
The skincare industry has long been associated with excessive packaging, much of which is non-recyclable and contributes to global pollution. With the beauty sector generating millions of tons of plastic waste each year, a shift toward zero-waste packaging is now gaining momentum. Consumers are increasingly demanding eco-friendly alternatives. The brands are responding with innovative solutions that minimize environmental impact while maintaining product effectiveness. The Environmental Toll of Skincare Packaging Traditional skincare packaging often consists of plastic tubes, glass jars with plastic lids, multi-layered materials, and single-use containers. A significant portion of this packaging is not biodegradable and ends up in…
The global fashion industry has long been criticized for its environmental impact, and in India, where textiles play a significant role in the economy, the challenge of sustainable fashion is even more pronounced. Lakmé Fashion Week (LFW), one of India’s most influential fashion events, has been actively addressing these concerns by promoting sustainability in multiple ways. From showcasing eco-friendly fabrics to supporting ethical production practices, LFW is shaping the future of responsible fashion in India. Encouraging the Use of Sustainable Fabrics One of the key aspects of sustainability in fashion is the choice of materials. Lakme Fashion Week has provided…
Lakmé Fashion Week (LFW) has emerged as a key force in shaping the Indian luxury fashion industry. As one of the country’s most prestigious fashion events, it provides a stage for designers to showcase their craftsmanship, experiment with new styles, and push creative boundaries. Over the years, LFW has not only defined India’s contemporary fashion narrative but has also influenced the global perception of Indian luxury fashion. Through a combination of innovation, tradition, and sustainability, the event has significantly impacted the country’s high-end fashion market. Bridging Tradition and Contemporary Luxury India has a long history of luxury textiles and craftsmanship,…
Today’s consumers are more informed and socially aware than ever before. While price and product quality remain important, many buyers are looking beyond traditional factors and choosing brands that align with their values. The rise of purpose-driven brands signals a shift in consumer behaviour, where businesses that prioritize social impact, environmental responsibility, and ethical practices are gaining a competitive edge over those solely focused on profit. The Rise of Conscious Consumerism Modern consumers, especially Millennials and Gen Z, are actively seeking brands that contribute to the greater good. Whether it’s sustainability and fair labour practices people are now considering the…
Brand loyalty is no longer what it used to be. For decades, companies relied on consistent quality, familiarity, and reputation to retain customers. However, Gen Z, those born between the late 1990s and early 2010s, has reshaped the way brands must earn and maintain loyalty. Unlike previous generations, Gen Z consumers are highly selective, digital-first, and socially conscious. They demand more than just a good product; they seek authenticity, purpose, and personalized engagement. This shift has forced brands to rethink their strategies and adapt to a generation that refuses to be swayed by traditional marketing tactics. Authenticity Over Brand Legacy…
In recent years, nostalgia marketing has emerged as a powerful tool for brands looking to reconnect with consumers. From Pepsi bringing back its 1990s logo to Nintendo re-releasing classic gaming consoles, companies are leveraging nostalgia to create emotional connections with their audiences. This strategy taps into consumers’ longing for the past, evoking positive memories that foster brand loyalty. But why does nostalgia marketing work so well, and how are brands capitalizing on it? The Psychology Behind Nostalgia Marketing Nostalgia marketing is a result of psychology. Nostalgic memories are also studied to be associated with feelings of comfort, happiness, and stability.…
The retail industry is undergoing a fundamental transformation, with subscription-based models emerging as a key driver of change. Once limited to newspapers and magazines, subscriptions now extend to everything from fashion and food to software and automobiles. As consumer preferences shift toward convenience, personalization, and digital-first experiences, subscription-based retail is proving to be more than a passing trend, it is shaping the future of commerce. The Appeal of Subscription-Based Retail 1. Predictable Revenue and Business StabilityOne of the biggest advantages of subscription models is the predictability they offer businesses. Unlike traditional retail, where revenue can be seasonal and unpredictable, subscriptions…
In recent years, virtual try-on technology has gained significant traction in the fashion industry. With the rise of artificial intelligence (AI) and augmented reality (AR), brands are leveraging digital tools to bridge the gap between online and in-store shopping. This technology allows consumers to see how clothing, accessories, and even makeup products would look on them before making a purchase, addressing common concerns about fit and appearance. How Virtual Try-On Technology Works By using AI-powered image recognition and AR overlays, virtual try-ons replicate products on a user’s face or body. No physical contact with the items is needed, as shoppers…
Colours are a powerful tool in branding, shaping consumer behaviour, evoking emotions, and enhancing brand recognition. Companies strategically use colours to establish their identity, evoke feelings, and attract their target audience. Understanding colours helps businesses create a lasting impact and differentiate themselves in the competitive market. The Emotional Impact of Colours People subconsciously associate meanings with each colour in the spectrum. Cultural influences and personal experiences shape how people emotionally perceive colours. Brands choose colours based on established psychological associations. How Brands Use Colour to Influence Consumer Behaviour Brands select colours for their particular branding elements because these choices produce…