Designing a Holistic Brand Experience for revival of IKAT

Santape, Rudrani and Onkar, Prasad S (2018) Designing a Holistic Brand Experience for revival of IKAT. Masters thesis, Indian Institute of Technology hyderabad.

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The Indian fashion industry is one of the largest contributors to the country’s economy. It is also the fastest growing export business in the country. Although still at its infancy it has a great potential to make a mark on the world stage. One of the major business accelerators for the fashion industry has been the internet and social media. As it is rightly called the era of information, the way people share, consume and perceive information has dynamically evolved within a short span of time. Talking about the retail and fashion industries, the internet has not only opened up the global market but has also served as a platform for digital advertising. Companies that adapted to these rapid changes with brilliant tweaks in their marketing/advertising strategies have used the social media as a cost effective and time efficient tool for their benefits. Amidst all this chaotic evolution there were these sects of people who believed in conventional or rather traditional ways of developing art who were the most affected. Having stuck to their ancestral techniques of handicrafts and handlooms competing with well-established power loom industries have posed several challenges to their livelihood. Furthermore, owing to the fact that these artisans are technologically handicapped, they have had no means to market their works on social media, let alone E-commerce websites. This thesis work is an attempt to help one such weaver group based in Telangana, a cultural state in India - that works on IKAT weaving techniques. The user group and their work was closely studied to develop the branding for IKAT products. Lastly, the brand image developed was made to fit into different advertising mediums.

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IITH Creators:
IITH CreatorsORCiD
Onkar, Prasad S
Item Type: Thesis (Masters)
Uncontrolled Keywords: Design, Brand Identity Experience
Subjects: Arts > Design
Divisions: Department of Design
Depositing User: Team Library
Date Deposited: 26 Jul 2018 12:06
Last Modified: 26 Jul 2018 12:06
Publisher URL:
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