Brand Analysis and Dissemination

Fashion Society and Culture

Mentor: Banhi Jha

Jasleen Kaur
FD-3

 CONTENTS
1. About Dhruv Kapoor Brand

2. About Designer

3. History

4. Timeline

5. Target Market

6. Consumer Segmentation

7. Competitor analysis

8. Brand Identity

9. Marketing Mix

10. Competitor Analysis

 ABOUT THE BRAND

Fearless self-expression, twisted modernity, and the rebellious
spirit of the new millennium come together to make the brand
Dhruv Kapoor. Since its inception in 2013, the brand Dhruv
Kapoor has been synonymous with revolution, transformation,
and independence. Far from traditional aesthetic imagery, the
brand depicts an endless play of past, present, and future. It is an
unrestrained re ection of contemporary society and its
interactions with the most diverse cultures where convention is re-
de ned in the tireless search of new perspectives. Transcending
generations, the brand Dhruv Kapoor brings its ideology to life
through tools of con dent self-expression. Every collection
reinterprets aesthetic codes through a new perspective and
challenges the norm. Celebrating an individualistic sense of
fashion and awareness, our fashion thrives on originality and
freedom. It’s all about self-expression and creating your own tribe
in an era of revolution - unbound, uncaged, unlimited.
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BRAND
IDENTITY
Far from traditional aesthetic imagery, the brand depicts an
endless play of past, present, and future. It is an unrestrained
re ection of contemporary society and its interactions with
the most diverse cultures where convention is re-de ned in
the tireless search of new perspectives.
e collections are de ned by Kapoor’s signature juxtaposing
design and attention to detail, with an emphasis on tailoring
and an eclectic use of materials and custom-developed fabrics.
Transcending generations, the brand Dhruv Kapoor brings its
ideology to life through tools of con dent self-expression.
Every collection reinterprets aesthetic codes through a new
perspective and challenges the norm. Celebrating an
individualistic sense of taste and awareness, our ideology
thrives on innovation, freedom and empowerment.
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 DHRUV
KAPOOR
ABOUT THE DESIGNER
Born in 1988, Dhruv Kapoor is the founder and creative director of his
label. A er high school, Kapoor studied at National Institute of Fashion
Technology, New Delhi. is was followed by a brief stint in 2010 with
Vogue India where he assisted the digital editor. Kapoor moved to Milan
in 2011 and completed his Master’s degree at the prestigious Istituto
Marangoni. In 2013, he joined ETRO, where he worked closely with
Veronica Etro and developed his expertise as a member of the
womenswear design team. e creative freedom he got at ETRO and the
city of Milan allowed him to develop his own vision of fashion. Dhruv
Kapoor moved back to India in 2013 to set up his own label. Soon a er,
the brand was shortlisted to showcase at Gen Next, a show hosted by
Lakme Fashion Week Mumbai for new talents. In 2014, the brand
showcased their rst capsule collection, earning great reviews from Indian
and international press. In addition, the brand was awarded the Vogue
India Fashion Fund 2015 declaring it the best emerging design talent from
the country. In 2017, Dhruv Kapoor was listed as one of the 50 most
in uential young Indians by GQ India.
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 2018 2022

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2015

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2013
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Vogue India fashion fund

N

award, declaring it the best GQ India awarded the Showcased ‘Soul Tech’
Brand founded in

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emerging design talent from designer with the young
I

New Delhi. collection at Milan

the country. designer award.
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Fashion week

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E

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2014 2017
2019
T I M

e brand Showcased Gen

e Brand was awarded
Next, a show hosted by lakme Dhrruv Kapoor was listed as
Designer of the year-
Fashion Week, Mumbai for one of the most in uential
womenswear by Vogue India.
new talents, earning great young Indians by GQ India.
reviews from from Indian and
international press.
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 Dhruv Kapoor’s major focus is on street style clothing
e Brand always like to build their seasonal projections devoid of age,
background or gender, targeting a global audience. e Target audience is
decisive, bold and express themselves without restriction.
Based on internal reports, the Target audience (both men & women) falls
between an age bracket of 21-65 years coming from a mix of regions. Japan
being our biggest market along with India, Europe, Middle East and USA. TARGET
Each market approaches di erent products within one collection, where
Japan picks all of it. AUDIENCE
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CONSUMER
SEGMENTATION Geographic
The Brand’s Stores are
available in India and
Demographic abroad. His stores are
available in all prime
Gender: Men and Women locations around the
Age: 25-61 world which target the
Occupation: High income secure job or right audience at the
business right place who can
Social Status: Middle to high class income afford to buy such
group. expensive street-style
clothing.

Psychological
Habits: Lavish lifestyle, explores street
style fashion Behavioural
Hobbies: work enthusiasts, appreciates Personality: loves
pop art. expressing themselves
Interests: follows street style fashion through a bold fashion
and social media trends. sense.
Purchase preference:
Street style fashion.

MARKETING
MIX

BRAND
PRODUCT
LINE
PRODUCT Womenswear:
By weaving empowerment into the fabric of the label, the Tops,
brand aims to break the archaic rules of gender. For centuries,
masculine energy has been revered, across cultures, as
Co-ord sets,
powerful and commanding. Conditioned by social norms, the Dresses,
world has believed that a feminine energy is less powerful Outerwear
because it is more emotional, more empathetic. But it is this
emotion and empathy, combined with de nitive power that Menswear:
we use to bring out the best of both energies in their creative Tops,
expression. brand o ers a range of Womenswear and Bottoms
menswear in it’s collection.
Outerwear

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 MARKETING
MIX

PRICE
ere is allot of hard work and tireless research behind each
collection. e designer tries to keep the retail price point in
mind while working around product, but it would normally
never dictate or restrict the design process. Kapoor’s wide
ranging clothing has it’s price ranging from Rs 16,000 upto Rs
180,000 for tops, bottom wear and co-ord sets.

Tops: Rs 16,000- Rs 28,000

Co-ord sets: Rs 23,000- Rs 28,000
Dresses: Rs 19,000-Rs 180,000
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MARKETING
MIX

PLACES
Dhruv Kapoor’s Flagship Stores are present in
Mumbai, Hyderabad, and New Delhi with it’s
headquarters located in Gurgaon, Haryana. Apart
from his agship stores, his collection is also available
on multi designers stores like Emssemble Ogaan etc.
In an Internationa Market, his garments are available
in many countries like London, Italy, China, Tokyo,
USA etc. His collections are also available for the
customers to buy on his o cial E-store
dhruvkaoor.com His stores are available in all prime
locations around the world which target the right
audience at the right place who can a ord to buy such
expensive street-style clothing.
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MARKETING
MIX
PROMOTION
&. C A U S E S
SUPPORTED
Dhruv Kapoor’s Promotion is mainly through his Instagram
which reaches the targeted global audience. He loves self-
expression and wants to display through his stores and his
designs. He also promotes his collection through Events such
as Milan Fashion week and Lakme Fashion Week. Apart from
this, he promotes himself through magazine, newspapers, etc.
Making change by changing the way we design. 40% of the
clothes in the fall/winter 2022-23 line-up are up cycled from
discarded fabrics. e label has also worked at creating
employment for Hothur Foundation's acid attack survivors,
and collaborative projects with a network of villages to upli
and empower artisans. His brand aims to promote Indian
cra smanship on a global scale.
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 COMPETITOR
ANALYSIS
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Origin Founded by Dhruv Kapoor in 2013 Founded by Alicia Tsi in Singapore in 2017.

Fearless self-expression, twisted modernity, and the Esse has been paving the way for the slow and sustainable
Brand model rebellious spirit of the new millennium fashion. It is born out of a desire to rede ne the way we
approach fashion, inspiring us to consider our garment’s
purpose and lifecycle.
Product Menswear Womenswear, Bags and Accessories.
Womenswear, Kidswear Bags and Accessories.

Place Headquarters in Gurgaon, Haryana. Flagship Stores in

Mumbai, Delhi, Hyderabad etc. Singapore and New Zealand.

Price Rs 16,000- Rs 180,000 Rs 6000 - Rs 17,000

Promotion through agship stores and social media

Promotion handles. Prints like magazines, newspapers etc. Promotion through agship Events and Workshops.
Showcasing collections in Fashion Shows: MFW and LFW.
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 COMPETITOR
ANALYSIS
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Origin Founded by Dhruv Kapoor in 2013 Founded by Anvita Sharma in 2017
Two Point Two as a brand is Agender and aims to create
Fearless self-expression, twisted modernity, and the a third identity which stands for neither of the binaries
Brand model and yet for both. It incorporate the colors, details and
rebellious spirit of the new millennium
silhouettes which might be categorically considered
feminine or masculine and form an amalgamation of
both
Product Menswear Womenswear, Bags and Accessories. Menswear Womenswear, Bags, Accessories and Belts.

Place Headquarters in Gurgaon, Haryana. Flagship Stores

Flagship Store in New Delhi.
in Mumbai, Delhi, Hyderabad etc.

Price Rs 16,000- Rs 180,000 Data not found

Promotion through agship stores and social media Promotion through agship stores and social media
handles. Prints like magazines, newspapers etc. handles. Prints like magazines, newspapers etc.
Promotion
Showcasing collections in Fashion Shows: MFW and Showcasing collections in Fashion Shows: Lakme
LFW. Fashion Week.
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T H A N K
Y O U