Being ‘glocal’ is paramount in our approach to cultural sensitivity and localisation
Dragon Hill is a distinguished men’s fashion and lifestyle brand in India, known for its premium fabrics, finely tailored silhouettes, and impeccable fits. The brand blends classic elegance with modern trends, offering a perfect balance of style and comfort across its extensive network of over 200 stores. Speaking to Fibre2Fashion, Founder & CEO Mayur Solanki talks about making fashion for the common Indian man.
How can fashion brands keep up with fast trends while maintaining their unique identity?
The key here is to do market research and study the trend forecast and then implement those findings in your designs keeping in mind the brand’s signature style. As a brand, it is very important to have a clear list of ‘don’ts’ so that you do not stray from the brand’s personality.
What emerging trends are shaping the fashion market, and how should companies adapt?
Some of the current trends in the fashion market is the increased focus on size inclusivity, community building and ‘glocal’ fashion (localised design preferences with global fashion trends) as well as the need to adapt to local climate and lifestyle. Companies need to keep these in mind while planning and curating their collections.
Can you provide a brief introduction to Dragon Hill and what inspired you to start this venture?
I aimed to create a fashion companion for the common Indian man, often referred to as the ‘Bharat’ population, as he navigates his daily life with styles that are timeless and elegant.
After collaborating with an advertising agency and conducting extensive research, they proposed the name ‘Dragon Hill’, which deeply resonated with my vision. The dragon symbolises the vital spirit of water and the ability to transform, akin to how our clothes adapt to the wearer, instilling comfort and confidence for achieving everyday goals. The hill represents an aspirational yet attainable summit, echoing the common man’s daily challenges and aspirations.
Dragon Hill was launched in October 2019, initially offering shirts and denims across 70 premium multi-brand outlets (MBOs) in Mumbai, Gujarat, Pune, and Chennai.
As the brand proudly rooted in India, how do you stay attuned to global fashion trends?
Our design process and forecasts are based on a variety of factors. We have 30 per cent NOOS (Never out of stock) ranges, 40 per cent Classic Range, i.e., Timeless Elegance, and 30 per cent Trendy, i.e., according to seasonal trends. The fabrics, washes, and trimmings play a significant role in our designs. We take input from international trends in terms of cuts, colours and silhouettes, and work with the best fabric and trim partners (right from the yarn to the buttons to the trims, everything is made in India) to make our merchandise look classy with a touch of trendy. We constantly seek out new innovations in fabrics and trims so that we can offer our customers truly international quality garments that are 100 per cent Indian.
How does Dragon Hill approach innovation in menswear, especially in terms of blending classic elegance with current trends?
We always remain highly focused on sourcing the best of fabrics and pay a lot of attention to minute detailing like trims and accessories. While we do note the current trends in terms of silhouettes, our focus is always to give the best and most comfortable fit thereby delivering to the consumer finely crafted and curated apparels that do not go ‘out of trend’.
That being said, while most of the brands in the fashion industry present their seasonal collection almost six months before the actual start of the season, Dragon Hill keeps on tracking the national/international trends as much near as 45 days before the start of the season thereby grabbing the opportunity of sourcing latest fabrics and designs closer to the season and delivering them with the supply chain arrangements with our factories.
How does your company incorporate sustainable practices in its manufacturing and business operations?
Because we have third party manufacturing, we ensure that we only work with factories that have all the required compliance certificates. For our packaging, we use fully recyclable materials as well as some that are post-consumer recycled. With regards to the product life cycle, post 5 seasons we ensure that these clothes are worn by someone (by donating them to charity) and not dumped into the landfills. We also optimise our resource at every level, training all our retail staff to reduce wastage right from water consumption to electricity etc.
In a competitive fashion market, what key factors differentiate Dragon Hill from other men’s apparel brands?
Dragon Hill stands out in the market by catering to tier 2 and tier 3 ‘Bharat’ customers across the country. Our range is classic in 75 per cent of our offerings, yet trendy in the remaining 25 per cent. This unique balance is a distinguishing factor absent among regional players who dominate the market. Our target audience includes aspirational customers in tier 2, 3, and 4 markets, where there is a demand for an aspirational brand that resonates with international standards, yet is not available in these regions. Dragon Hill fills this gap with its mid-premium positioning, perfectly addressing a significant void in India’s rapidly growing fashion apparel market by catering to a rising middle class seeking affordability combined with style.
What has been one of your significant challenges while setting up the company, how did you overcome it?
With more than two decades of experience behind me operating as a distribution partner for some of the most powerful brands in the country, the base setup was not a problem at all. The biggest challenge was to create the right product which included sourcing, factories, fit development, quality control and timely dispatches. Realising that only a seasoned expert can do this, I onboarded Keyur Shah as design/product head who carried 18 years of experience behind him in the same field.
Are there any notable collaborations or partnerships that have significantly impacted the company’s journey?
No, not as of yet. We are a bootstrapped brand and have been operating within extremely tight budgets, particularly after facing significant setbacks during the COVID-19 phase, which hit us just four months post-launch. However, we have specific plans that we aim to execute starting from the Spring/Summer 2024 season.
Can you give us a sneak peek into any upcoming collections or design themes Dragon Hill is exploring?
We are currently working on the SS24 collection, and while we cannot disclose anything, all we can say is that it is going to be fantastic and something to watch out for especially since we are going to be introducing a couple of new product categories.
What are your short-term and long-term plans for expansion of the brand, both in terms of product range and geographic reach?
The brand is currently distributed in Maharashtra, Gujarat, Goa, Western UP, AP, Telangana, TN, Rajasthan, MP, Chhattisgarh and Haryana. As part of the expansion plan for the coming year, we will cover the following states: Bihar, Jharkhand, Odisha, West Bengal, Eastern and Northern UP, Uttarakhand, and Delhi.
We currently have six operational EBOs with two more opening soon. The number is expected to reach 40 by the end of the current financial year.
What are the main challenges of globalisation for brands, and how can they tackle them?
At Dragon Hill, we recognise the complexities globalisation brings to our brand, and we have developed strategies to effectively address these challenges. Being ‘glocal’—merging global appeal with local sensibilities—is paramount in our approach to cultural sensitivity and localisation. This ensures our offerings resonate with diverse audiences while maintaining our brand ethos.
We navigate the intricacies of supply chain management by ensuring timely and appropriate product distribution across various markets. Tackling language barriers and communication challenges is also crucial, especially in customer service. We address this through a multilingual team and leveraging technology for seamless communication. Balancing brand consistency with local relevance is a delicate act; we achieve this by aligning our core values with local tastes and preferences, ensuring Dragon Hill’s identity remains strong in every market.
Technology and digital adaptation are at the forefront of our strategy, enabling us to maintain a robust online presence, streamline operations, and consistently deliver superior customer experiences worldwide. At Dragon Hill, we are committed to overcoming the challenges of globalisation while seizing its opportunities to grow and connect with customers globally.
How is digital transformation reshaping marketing, sales, and customer engagement for brands?
Digital transformation is fundamentally reshaping approaches to marketing, sales, and customer engagement for brands across the world. Speaking about Dragon Hill, in marketing, we leverage personalisation and data analytics to create tailored experiences for our customers. Our social media marketing strategies are designed to expand our reach, while content marketing and SEO boost our online visibility. We also focus on localised marketing, adapting our content to resonate with different regional audiences.
In sales, Dragon Hill blends the traditional charm of offline retail through our physical stores with the burgeoning dominance of e-commerce. Our omni-channel sales strategies ensure a seamless shopping experience, whether our customers prefer browsing online, using mobile apps, or visiting our stores in person.
For customer engagement, we are committed to building a vibrant community around our brand. This involves digitising our customer service for greater efficiency and creating interactive, engaging online experiences with a mobile-first approach. By fostering a sense of belonging and providing streamlined support, we aim to enhance brand loyalty and ensure a satisfying customer journey from start to finish. At Dragon Hill, these digital strategies are integral to connecting with our customers and adapting to the ever-changing retail landscape.
What key strategies should brands use to improve online customer experience and retention?
Speaking for Dragon Hill, we prioritise a user-friendly website design with intuitive UI and UX to enhance the time customers spend with us online. High-quality content is central to our strategy, increasing engagement and keeping our audience informed and entertained. Efficient customer service underpins our approach, building trust and resolving issues swiftly. We have streamlined the checkout process for ease of purchase, and we use social proof and trust signals, like customer reviews, to boost product credibility and encourage repeat business. Our loyalty programmes and personalised email marketing campaigns foster a deeper connection with our customers, celebrating their special occasions and keeping them abreast of our latest offerings.
We regularly seek and incorporate customer feedback to continually improve our collections and services. Recognising the predominance of mobile shopping, we have optimised our mobile interface for a seamless experience, from fast page loading to an efficient checkout process. Fast and reliable shipping is a promise we keep, understanding the importance of timely deliveries in today’s fast-paced world. Lastly, community engagement is key; we encourage our customers to join our brand’s journey, creating a sense of belonging and a shared passion for fashion. At Dragon Hill, these focused strategies are fundamental in enhancing online customer experiences and fostering lasting customer retention and loyalty.
How can businesses navigate and stay compliant with evolving industry regulations?
Speaking for ourselves, we have implemented a Compliance Management System, ensuring that all our partners adhere to statutory compliance as per industry standards. We consistently keep ourselves updated and regularly monitor updates from relevant regulatory bodies, industry associations, and legal news sources. Subscribing to industry newsletters, attending seminars, and engaging with professional networks are key strategies that help us stay abreast of changes.
