Neeraj Teckchandani, CEO, Apparel Group and Stephen Holbrook, CEO, Jamjoom Fashion discuss with Ben McCabe, Founder, McCabe + Partners discuss the evolution from reliance on international brands towards nurturing homegrown brands for global expansion.

Challenges identified for local brands include establishing credibility and consumer awareness, equitable retail positioning alongside international entities, and conveying unique value propositions effectively. The journey of creating a successful homegrown brand, as shared, involves long-term commitment, deep consumer engagement, and careful study of the market to find unique ways to stand out.

Key strategies for overcoming retail space competition include negotiation tactics with landlords and innovative models like profit-sharing to ensure fair representation in prime locations. The necessity of brand equity and creativity in both product development and communication is also essential for competing on a global scale.

The strategic advantage of blending international franchises with own brands, acts as leverage for mutual growth. The flexibility and agility of homegrown brands in responding to market trends contrast with the longer lead times associated with international brands. This agility, fueled by local talent and entrepreneurial culture, enables rapid innovation and customization to meet regional consumer needs.

Brands from the region have the opportunity to grow internationally provided they modify their approaches to appeal to customers in Western countries. The fact that regional brands have successfully entered global markets illustrates the significant yet unexploited potential for such brands to achieve wider recognition and success. This underlines the need for strategic adjustments in how these brands position themselves and tailor their products to meet the tastes and preferences of a global audience, leveraging their unique regional strengths to carve out a niche on the international stage.

Investment in brand creation, talent cultivation, and the strategic balance between purpose and profit plays a pivotal role. Focus on local creativity and innovation is essential for nurturing homegrown brands that not only compete but also excel on a global scale, showcasing the region’s emerging potential as a hub for fashion and apparel innovation.