{"id":1274,"date":"2014-11-21T11:23:18","date_gmt":"2014-11-21T11:23:18","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=1274"},"modified":"2022-08-30T11:38:15","modified_gmt":"2022-08-30T11:38:15","slug":"a-degree-of-style","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/a-degree-of-style\/","title":{"rendered":"A degree of style"},"content":{"rendered":"\n<p> <i>Pradipti \n                Jayaram, Hindu Businessline<br>\nBangalore, \n                21 November 2014<\/i><\/p>\n<div class=\"col-sm-12\">\n<div class=\"row\">\n<div class=\"col-sm-4\">\n            <p class=\"mt-3\"><img decoding=\"async\" data-src=\"https:\/\/www.thirdeyesight.in\/wp-content\/uploads\/2022\/08\/harvard-myntra.jpg\" class=\"img-fluid d-block lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\"><\/div> \n              <div class=\"col-sm-8\">\n              <p class=\"mt-3\">If you\u2019re someone who has for long harboured the dream of \n                studying at prestigious universities abroad, such as the University \n                of Oxford, Harvard or UCLA, or even someone who just wants to \n                make that impression, merely by owning merchandise from those \n                institutions, there is good news for you.<\/p>\n              <p class=\"mt-3\">The University of California and Los Angeles\u2019 merchandise \n                is already available at Lifestyle stores across India. Harvard \n                University has been selling its merchandise online in partnership \n                with Myntra. Likewise, the University of Oxford recently tied \n                up with Franchise India and US-based Bradford Licensing to produce \n                and sell Oxford LLP merchandise India, 2015 onwards. This includes \n                apparel, back-to-school products, mementos and other memorabilia.<\/p><\/div><\/div><\/div>\n              <p>Why do these institutions, which don\u2019t have campuses in \n                India, sell their wares here? According to Srinivasa Rao, Head-Marketing, \n                Lifestyle International Pvt Ltd, UCLA-branded goods are popular \n                and are doing very well in terms of sales. \u201cBased on our \n                experience, over the last two years, we feel that this category \n                has good potential and will continue to grow,\u201d he adds.<\/p>\n              <p><b>\u201cUniversity gear began as a means to inculcate a feeling \n                of belonging, fellowship, and college pride among those associated \n                with the university,\u201d says Devangshu Dutta, Chief Executive \n                at consulting firm Third Eyesight. He believes this feeling extends \n                not only to current students, but their families, as well as alumni \n                and their families. \u201cFor the more \u2018desirable\u2019 campuses \n                the pull even extends to customers who have no direct connection \n                with the university,\u201d he adds.<\/b><\/p>\n              <p>For Ankit Kapoor, a New Delhi- based high school student, if \n                he could get his hands on some university merchandise in India \n                he would surely buy it. \u201cHarvard and Oxford have an awe-inspiring \n                reputation in India. Many prominent Indians have studied there. \n                I hope to study at either of them, too, one day,\u201d he adds. \n              <\/p>\n              <p>\u201cThe University of Oxford enjoys a worldwide reputation \n                and could be considered to be as famous as luxury brands such \n                as Louis Vuitton and Ralph Lauren in terms of brand awareness,\u201d \n                says Chris Evans, managing director of Oxford Ltd, the university\u2019s \n                commercial arm, to a news agency. <\/p>\n              <p>\u201cWe launched UCLA\u2019s gear in India when we realised \n                that collegiate wear, growing in popularity, was an under-serviced \n                category. There is a substantial section of the upwardly mobile \n                urban population that patronises such collegiate wear, as it offers \n                a relaxed wear option with a premium appeal and helps them connect \n                with the institution\u2019s brand,\u201d says Lifystyle\u2019s \n                Rao.<\/p>\n              <p><b>Slice of the pie<\/b><br>\n              <\/p>\n              <p><b>In India, the number of current and past students of these \n                foreign universities and their families is too small to form a \n                target group, says Third Eyesight\u2019s Dutta. \u201cThe addressable \n                market, therefore, must include consumers without a direct connect, \n                a group that any other international brand is also targeting. \n                Many fashion brands already use faux university logos on their \n                graphic t-shirts, sweatshirts and jackets, as a design feature. \n                So it is reasonable for genuine university merchandise to aim \n                to get some of that business,\u201d he elaborates.<\/b><\/p>\n              <p><b>However, he believes that it is the pricing, availability \n                and visibility that will determine the success of such college \n                gear, as it does for any other brand. <\/b><\/p>\n              <p>According to a recent article in BusinessLine, the apparel range \n                of Oxford University will be placed in the \u201cmid-to-premium \n                range\u201d and categorised in the affordable luxury segment.<\/p>\n              <p><b>\u201cThe job of a brand is to create an additional pull, \n                perhaps, provide a price premium or extra margin to the brand. \n                At this time, it\u2019s an open question whether the college logo \n                will pull consumers in the same way or more than an established \n                premium fashion brand, if the college merchandise is priced at \n                par or higher than competing fashion brands,\u201d he adds.<\/b><\/p>\n              <p><b>Better visibility<\/b><br>\n              <\/p>\n              <p>What about alumni of these institutes who wear their foreign \n                education as a badge of pride and revel in the exclusivity it \n                confers? Are they indignant that a mere piece of apparel can smooth \n                over the difference, even though it\u2019s only in appearance?<\/p>\n              <p>Rahul Advani, a Singapore-based musician and University of Oxford \n                alumni, says it\u2019s a positive trend and that more people, \n                irrespective of their association with the University, should \n                have greater access to such merchandise. He believes it will contribute \n                to further enhancing the reputation and prestige associated with \n                the universities, and can possibly help attract and increase funding \n                and donors \u201cwhich universities in the UK need, given the \n                recent cuts in government funding\u201d.<\/p>\n              <p>\u201cThe more that people know about Oxford, the better,\u201d \n                he adds.<\/p>\n              <p>Having said that, don\u2019t these universities\u2019 brands, \n                like all brands, run the risk of over-exposure? For the answer \n                to that one, stay tuned\u2026<\/p>\n              <p><i>(Published in <a href=\"http:\/\/www.thehindubusinessline.com\/features\/brandline\/a-degree-of-style\/article6618022.ece\" target=\"_blank\" rel=\"noopener\">Hindu \n                Businessline<\/a>)<\/i> <\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Pradipti Jayaram, Hindu Businessline Bangalore, 21 November 2014 If you\u2019re someone who has for long harboured the dream of studying at prestigious universities abroad, such as the University of Oxford, Harvard or UCLA, or even someone who just wants to make that impression, merely by owning merchandise from those institutions, there is good news for [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-1274","post","type-post","status-publish","format-standard","hentry","category-press-quotes"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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