Comparative Study of the Brand Identity of Two Fashion Brands

Submitted by : Kanan Gupta Shivangi Kukreti

About BIBA
The Word BIBA in Punjabi is an endearment for a young and pretty girl implying sublime qualities. The name was decided by Meena Bindra, the founder of BIBA for her line of Salwar, Kameez and Dupattas started in 1986. BIBA is a pioneer for bollywood merchandising in India with Na Tum Jano Na Hum in 2004 and went on to ten more such projects with blockbusters like Devdas, Hulchul, Baghban, etc, which were a huge success.

 BIBAs first standalone store was opened in Inorbit Malad Mumbai in 2004 and today BIBA has 80 stand alone stores across India and plans to reach 150 stores by 2013. BIBA is also available in MBOs like Shopper Stop, Pantaloon, Lifestyle, Central across the country in all there outlets. BIBA has emerged as the most iconic Indian brand that appeals to Women across regions, cultures and lifestyles.

Brand Identity
Its a womens ethnic wear brand Its relationship with the consumer is to style the consumer in a modern yet in a contemporary way. Its reflection on consumer and its personality is that it is reliable, unique, inspiring, conservative, traditional and feminine. Its self image is that it is Indian, soft spoken, sublime, shy, mature and down to earth.

BIBA: Beautifully you!

Whenever an Indian woman wishes to look her best and stay comfortable, she dresses in ethnic wear from Biba. Vibrant, colourful and comfortable, Biba India understands the pulse of indian women like no other brand. Biba has created a perfect blend of ethnicity and modern trends to design attires that one would love to wear.

About Wills Lifestyle

The brand has created a distinctive identity in the premium western wear market. In the past it has been declared "The Most Admired Women's wear Brand of the Year" and the "Most Admired Exclusive Retail Chain of the Year" at the Images Fashion Awards.

 In 2012, it has been declared the "Most Admired Fashion Brand of the Year - Fashion Forward". Wills Lifestyle has also been accredited as a Superbrand by the Superbrand Council of India. Wills Lifestyle is a chain of exclusive specialty stores providing a truly international shopping experience through world-class ambience, customer facilitation and clearly differentiated product presentation.

Brand Identity
Its a men and womens ethnic, formal and casual brand. Its relationship with the consumer is that it completely transforms the consumer and makes him / her look stylish and trendy at the same time. Its reflection on the consumer and personality is chic, modern, youthful, trendy, charismatic, refreshing and classy. Its self image is that it is urban Indian, western and contemporary.

Comparison between BIBA and Wills Lifestyle

Usage of very archaic elements to give the communication an ancient seriousness in case of Brand BIBA where as in case of Wills Lifestyle their approach to their target and segment is very modern , upbeat and contemporary. Designer apparel with mention of the designer in case of Wills Life style unlike Brand BIBA.

 Outdoor ambience sets the mood and adds to the story but in case of BIBA their ambience is not as controlled and not in sync with their Image. Wills Lifestyle has International look and feel unlike BIBA. Wills Lifestyle has Stylized communication with well trained Staff which is clearly not the case with BIBA. Both are Indian Brands but cater to different markets and segments of consumer all together.

 Consistent visual glamour is the marketing strategy for both the brands