With roots in long-standing and deep-seated leather expertise, de Sede's prolific portfolio of unique leather products and services are of high repute globally. The brand combined its craftsmanship with Varun Bahl's attention to detailed embroidery for a special capsule of handbags.
life caught up with Mrs. Monika Walser, CEO, de Sede Switzerland to speak about the brands' entry and the leverage a Swiss label has amongst its competitors
Tell us a little bit about why the brand chose to launch in India?
Walser: Because we see a high potential in India. The India market is ready to buy our bags and as I said before we found the right person to take care of the brand and the bags and start marketing here in India. That's as important as the market is ready. The people now are more fashion-conscious and more accepting.
Do you think de Sede has the benefit of being recognized as the best quality in the world since it's a Swiss brand?
Walser: I think its important what reputation you have and we have a great reputation and that, of course, makes it a little easier. But then you need to stand up to the reputation and make sure you're following exactly what people expect, and that is pretty much what we would like to do.
The new de Sede bags are made with the same nuance for detail, partly handcrafted, using the finest leather specially handcrafted for the handbag collection. It carries the unique craftsmanship of the manufacture into the world. Thirteen models offer everything - they are high on style and quality and focused on individual needs.
The accessories are produced from the same high quality, premium leather and enhanced with the same seaming techniques that have been handed down for generations.
The precise connecting and decorative seams by de Sede are considered milestones in the seaming technique and are applied by hand on every piece. The design is rounded off with a stylish language that has been carefully planned down to the smallest detail.
Majority of the manufacturing is still done by hand, do you think in a place like India where most craftsmanship is handmade, this is not a USP?
Walser: I think craftsmanship in India is super important as well because the way we understand craftsmanship is to able to personalize, customize things and customize a lot. We love to do it and that is USP enough for us. Of course, In India where most of the craftsmanship is handmade, we are sure we won't be just another international brand
You have headed the manufacturing team since 2014, please share details on why is de Sede special?
Walser: de Sede is special in many ways, it is not just a company it is a family and every single soul in this company is proud of what they do; they love their craftsmanship.
We're a manufacturing company where 90 percent of the employees are working by hand and not in the offices as craftsmen and that is a totally different environment and philosophy.
We don't huge overheads or huge marketing departments, and we hardly make any commercials because we believe in word of mouth. To grow steadily and seriously because of quality and therefore, we put our effort into the product.
We always say the customer needs to get value for money for what he says. Being present in 69 countries we don't have a budget for millions for advertising in every country, that's impossible.
So we choose instead to invest our money into the product and the customer.
The luxury market is unaffected by recession do you believe, do you agree with this and why?
Walser: I agree maybe eighty percent. What I feel is that cheap brands survive and the premium luxuries survive; the mid-segment is going disappear. This is because in this segment you cannot distinguish brands, its more less all the same, you need to be special to survive. That's why I believe if you're special and if you produce sculptures like we do then you will survive even if there is a recession. And sometimes the recession even helps the market because it kind of cleans away the copy cats who get eliminated.
( With inputs from IANS )