Bollywood Boulevard. Filmistan. Cine Walk. Name it what you will. But, just imagine
A nation almost hysterical about its film stars.
A nation that hums the same ditties whenever a film is set to hit the
box-office.
A nation where Bollywood could well be synonymous with a ramp that entertains you with a song-music-dance and a story where fashion seduces in a riot of wispy chiffons, luxurious silks, casual skirts or natty shirts and trousers
Fardeen ‘Provogue’ Khan gave the shirt brand an aspirational quality, the magic of Amitabh Bachchan bonded better than Pierce Brosnan in the desi market
The Dilip Kumar lock of floppy hair on the forehead, Raj Kapoor’s tuft of moustache on the upper lip, the Sadhana cut, Asha Parekh styled bodyhugging kurtas, flower powered Zeenat Aman, the bell bottoms of Amitabh Bachchan, Rishi Kapoor, Neelam Kothari's khajuri choti or Rati Agnihotri boogywoogeing to a disco beat nose stud et al – across the eras they have been followed with élan
In recent times, men, young and old, revelled in a goatee a la Aamir Khan in Dil Chahta Hai. A little later the tattoo, bindi and kajal got artistically bold as Kareena Kapoor brandished it wherever possible on her body in the historical Asoka. Nothing governs a people across any part of the globe as much as their film stars – be it Hollywood or Bollywood
When the talk is on why Indian retail wants more fashion, is it not time then to work out ideas that can propel this segment further?
And this is where Bollywood comes in. Earlier, before perestroika (restructuring) or glasnost (openness) or the advent of liberalisation, before cable channels exposed the masses to a Gucci, Versace, Louis Vuitton or before fashion shows were read of in newspapers or magazines, it was only when a film hit the box-office that a fashion trend established itself.
A bindi moved up or down the forehead in the manner in which Meena Kumari or Mumtaz or Sharmila Tagore sported it only when the movie was finally released and people had had enough time to absorb it before they could flaunt it. Film stars were and continue to be the ones who make the first style statements.
Clothes and accessories used by film stars raise the biggest amount at any auction show. When film stars wield the gavel at an auction, or even a mere participation by them, rakes in a lot more moolah than what any other star from any other stream could ever fetch.
Cricketers come second best. It’s a different story that theirs is the only breed that could overtake film stars as style icons if only they won games as readily as they endorse products. At least, in the subcontinent.
To get to the point why I am browbeating on filmistan or the Bollywood Boulevard is that I cannot help but wonder why we haven’t cashed in on this Kalpavriksha, Kamadhenu... or what you will. The Hrithik Roshan and Esha Deol starrer Na Tum Jaano Na Hum by Pantaloon Retail merchandised the soft toys in the film and apparel through Pantaloons and Shoppers’ Stop, Koi Mil Gaya’s stuffed and soft Jadoo was a hit with the kids. Mumbai-based Biba had tied up with Pantaloon in this and thereafter Biba also associated itself with Baghban and got Neeta Lulla to tweak the saris worn in Devdas into salwar suits. Bollywood is in this unique position of influencing fashion trends and can easily become the primary driver of fashion industry. Each film needs to be not just a film but a brand advocating like its music, also the apparel and other merchandise used in it.
So why not create a Bollywood Boulevard?
A boulevard with not just merchandise like soft toys, CDs, DVDs, but also apparel, footwear, accessories, jewellery, home furnishing, film posters and the like.
Mumbai is the place to launch this.
One umbrella organisation.
Each time that a film releases it showcases, apart from caps, stuffed toys, etc also the styles and range of wear – be it accessories, footwear, jewellery that the stars sport in the film. Each film is a brand in itself, and as each film releases we have a fresh new brand of fashion and lifestyle products pushing fashion among the masses. Unity in diversity is what India has been representative of, and if there is one common factor that binds the nation across geographical boundaries, language, religion, caste or creed it is Bollywood and what better than Bollywood to serve as the vehicle to promote fashion?
A group of people or a corporate house or an independent organisation could work as the umbrella organisation that could be the interface with designers and a Pantaloon or Raymond or Shoppers’ Stop or any other such corporate body could form a division or a company to launch this venture. After all, selling fashion products is a perception game. While the product needs to be inherently good and wearable, the aspiration value comes from its association with a leading personality who the masses idolise and look up to.
This model could be similar to Zara’s model in Europe where they are able to bring out products in very short lead time, from concept to retail. The only difference would be that the concepts would be communicated to the masses through films and then based on the audience response, the concepts would have to be converted into merchandise and made available at retail shelves in a short period of time. The critical success factors for such a venture would be wide linkages with film production houses, integration of marketing into the film promotion plans and a lean supply chain that works on very short lead times. However, unleashing the Bollywood Boulevard potential requires significant and sustained efforts in developing the back end supply chain and then making the products available in short period of time through organised retail chains
This kind of system cannot be organised by a few designers or film production houses, since they would only be interested in products designed by them or merchandise for their films. “Such a venture could only be initiated by organised retail chains which have significant number of retail points across the country to ensure minimum sales volumes and back end linkages with suppliers who could produce the merchandise in rapid quick time”, says Anurag Mehra, founder-director, Positron Advisory Services, when asked to comment on how a sound back end can be worked out for this concept
Do these capabilities exist today? Probably no. Can they be created by large retail chains? Definitely yes, if the right amalgam of people start focusing on this opportunity and take it forward with grit, and a sound strategy.
The fashion merchandise should be made available not at the Boulevard alone, but on the Net, television and mobile platform too, but only as so far as they are just another platform on which the products are readily available. The tweens and homemakers make good target here. Women get drawn to good bargains – cost, high or low, label Pantaloons or Gucci is not a factor, as long the price justifies the quality.
This could be a concept mall, or a filmi high street worked out like a film set with props and characters from several films and have a retail mix of food, apparel, jewellery, footwear, other accessories, home and office furnishings, and perhaps even provide a platform for aspiring talent to showcase their wares in rotation – but all related to the film world. There could be competitions for fashion designers, prop makers, choreographers, lighting guys, chefs, playwrights, lyricists. The list is endless. Some of the joints or a space could also be leased out to focus on any one film which could be the rage of the times to sell specific merchandise.
