So what is it that makes the Sabyasachi Mukherjee’s creations so irresistibly appealing?
Sabyasachi has almost attained a symbolic value in a very short time. An important factor in this is the way Sabyasachi has created an unique perception of exclusivity. Normally luxury brands strive to create a perception of uniqueness for their customers by creating unattainable price, limited geographic availability, barriers to possession, or even limited supply. Sabyasachi astonishingly has driven his brand to a high end luxury pedestal without sticking to the general trends of brand exclusiveness. His clothes are readily available worldwide, he does not charge an arm and leg for everything: there is something to suit everyone’s pocket – unlike other national and international designers.
His brand had transcended beyond a product and has now become a part of a popular culture attaining an iconic status. Sabyasachi has embedded this status in our consciousness, I will not be surprised if at some point in the future Sabyasachi’s style almost becomes a verb and makes in into the dictionary like Google! Reaching a status like this takes something very special, the brand has to be instantly recognisable just like Sabyasachi’s and more importantly it has to have an emotional link with his customers. Sabyasachi has effortlessly forged a lasting link with his consumers and that is why the brand comes to represent far more than just a product.
The word ‘brand’ derives from the Old Norse word ‘brandr’ meaning ‘to burn’, referring to the practice of burning a mark or brand onto products. It is this indelible mark that Sabyasachi has made in our minds that makes us prefer Sabyasachi.
It is the intellectual method of madness of Sabyasachi’s creative energy that makes him so appealing. Sabyasachi Mukherjee is a true legend, an inspiration an image maker who knows how to delight his fans. Historical references, techniques and fabrics are intrinsic to his approach to design, it is quite ironic how he takes us back in time though his work has consistently proven to be ahead of time. Sabyasachi creations are unconventional and alluring.
I feel the “Sabyasachi Allure”and am well mesmerised, are you?