RITU KUMAR
MARKETING AND COMMUNICATIONS
My time at Ritu Kumar was enriching, as it was challenging. The sales-driven brand - with online, retail and shop-in-shop operations - had numerous channels of communication for its 4 brands, Ritu Kumar, RI Ritu Kumar, Label Ritu Kumar and Ritu Kumar Home.
During my three-month contract as a Brand Marketing and Communications Executive, I helped structure their communication strategies for all four brands, across all channels. This included but was not limited to content and content strategy for their press releases, newsletters, web page banners, product descriptions, ads, retail messaging, and catalogs.
NATURE’S ORIGAMI
Autumn Winter’20 at Lakme Fashion Week
The collection was engendered on a central theme of tribal and contemporary Indian art forms which allude to nature and rejuvenation. In parts, the collection also draws inspiration from the all-encompassing subject of greenwood. Mrinalini Mukherjee’s exhibit at the MET finds a place for itself in one of the stories of this collection, too.
As we foray further into the world of sustainable products, nature is now closer to us than ever before. This collection is the culmination of four stories- Mrinalini, Neo Origami, Flora & Fauna, and Sundarvan. Owing to Mrinalini work with knotted textiles, the capsule encompasses fabric manipulation and the revival of age-old textile techniques. At the crossroads where modern chevron meets classic florals, you see laces and layering surfaces in Neo Origami. Festive felicity meets pleats and burnout velvet, and there is an abundance of la dolce vita in the potpourri of Sundarvan.
The colour palette is an amalgamation of vegetable dyes and carefully crafted hues- from deep burgundy to faded ochre, and an infusion of violets and leafy greens.
Seeking out nature is the pivot of the Ritu Kumar brand ethos. Since the brand’s inception, five decades ago, our relationship with nature has always been strong and apparent in the work we do. Whether it is using natural fibers or natural dyes, the brand’s efforts have been dedicated to fulfil the void left by the harrowing exploitation of nature. With this collection, we revisit the woods, in all their blooming glory- where flora and fauna meet, by the banks of the Indus river.
This season, the brand is joining hands with the reputed, Lenzing Group of Austria to work with their biodegradable and compostable fabrics. Known for their innovative developments with ecologically responsible production of specialty fibers, Lenzing makes the perfect partner for Ritu Kumar, where sustainability and ecological harmony lie at the kernel of all operations. The colours, textures, and resonance of the jungle make their way into this sustainable collection. Our exploration of the Lenzing fabrics was not only inspiring but in ways, formidable. While the journey may have begun a few months ago, the first flight will only take off on the completion of this unique collection.
NEWSLETTERS
The primary source of communication for the brand, followed by Social Media, Newsletters were a key piece that communicated offers, new launches, curated edits and a culmination of reasons to shop from Ritu Kumar.
Here are some of my favourites: