The brand reps contacted her because its database abroad had her down as a frequent buyer. It was in 1998 that Momaya did her first event for La Prairie - the cosmetic and skin-care company. That's why consultants like Momaya and Sharmilla Khanna in Mumbai believe in small, intimate get-togethers centred around the brand and not 200-cover parties. This is ideal for the socialite marketing where the conversation with the brand is more visual and not aural. Luxury brands love pull not push," he explains. Buy, instead, is a pull-oriented strategy. "Sell is a top-down strategy which involves an element of 'shout' - you asking consumers to consider you. "Luxury brands like to be bought, not sold," he says. "The socialite is becoming more important in a luxury brand's marketing strategy as she pulls in the 'right kind of crowd," says Priya Sachdev, creative director for TSG International Marketing that has brought brands like YSL, Diane von Furstenberg to India.īijoor says that for luxury brands, sell is a four-letter word - and not just literally and that's why they aim at buy. The 'Mohan for Gucci' buzz has engendered new aspirations in the circuit that goes beyond the 'hostess' or the grander-sounding luxury consultant tags. Six years hence, Chawla is nowhere close to hanging up her Dior couture. Taylor, who was also the face for Bulgari, gave a sigh of relief and was glad to give up "her uniform". She mentions Armani's 19-year-old association with British semi-royal and socialite Lady Helen Taylor that started when he designed her wedding gown in 1992. "Socialites being signed up for a fashion brand is not new, at least not in the West," says former fashion editor and luxury specialist Sujata Assomull-Sippy. ![]() It is the most visible brand in India with the highest recall value in terms of marketing strategies implemented." Chawla says, "Dior has done incredibly well with a consistent rise in sales. The money details are not clear - people in the circuit and in the luxury industry say its part financial, part goodies. But they work, just as socialites do, to bring in a special 'crowd' to the table. ![]() And probably, not so much recall value either. They are not movie stars with million-dollar releases in a year, nor do they have their cache of fans. They don't just wear the brand, they are its face, its muse. ![]() And the Indian socialite might become what the luxury brands call their western counterparts - "conductors" - not the orchestra variety but the transmitter ones. Since then, Mohan might have moved on to other parties and Gucci to other hosts, but the rumour - true or false - raised hopes that the time of hard-working socialite is here. The rumour gained momentum because Mohan was the choice as the co-host for The Gucci Artisan Corner marking the 90th anniversary of the €4.2-billion (in revenue) brand in December last year. Could Tanisha Mohan - known for her love for luxury and numerous Birkins - have broken the curse of Indian 'always the host' socialite? Since 2006, the circuit has been waiting for the next Kalyani Saha Chawla - vice-president, communications and marketing for Christian Dior Couture India.
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