The process of working for your own brand can be quite challenging, believes Sonalika Seth, an inspiring woman entrepreneur and co-founder of Dennison India. Moreover, your entrepreneurial journey can be even more challenging if you happen to be the owner of a fashion brand. However, she believes that it is worth the effort and time to put in if it means creating something that is your own and building a brand that reflects your values, and passion with persistence remain the driving forces to make you successful.
She also feels that the success in the fashion industry requires a balance between creativity and innovation, while also taking into consideration the needs of the consumer and the environmental impact. She is committed to staying true to her ideas and creating a company that follows sustainable practices and remains mindful.
Art ignites the fire within us, pushing us to follow our passions and create something remarkable and Sonalika, strongly believes in the power of art and its ability to reflect one’s inner drive. As her brand becomes a canvas for her artistic expression, her enthusiasm for her craft shines through. In an exclusive interview with High on Persona, Sonalika Seth delves into her journey as an entrepreneur, shedding light on the inspirations that have driven her to build Dennison India, a successful Fashion brand. She also opens up about the unique selling proposition of the brand while offering insights into how the brand sets itself apart in the competitive fashion industry.
Discover the story behind the success of the brand from the horses mouth , explore the fashion trends and forcast for the upcoming season.
HOP: Can you tell us a bit about yourself and your journey as an entrepreneur in the fashion industry?
I have always been learning something new. Working with my own brand is like challenging myself.In life we develop bonds with friends & family but I feel, I have bond with my business too. I always want to come up with new ideas with this brand.Art is something which invokes you towards your Passion. I am enthusiastic to follow my art, which is reflecting in our brand.I believe that trends, consumer preferences, and market dynamics are constantly changing in the fashion industry. It is critical for an entrepreneur to stay current with industry trends, consumer demands, and emerging technologies.
To stay competitive, you must be adaptable and willing to innovate.Any entrepreneur must have a well-thought-out business plan. It describes your brand’s mission, target market, competitive analysis, marketing strategies, financial projections, and more. A well-thought-out business plan guides your decisions and attracts potential investors or lenders.
HOP: What inspired you to start your own fashion brand, and what is the story behind its inception?
My husband Ashwini, the creator of the clothing line “Dennison,” has always been fascinated by clothes’ ability to change and elevate people’s personalities. Growing up, Dennison saw how clothes might benefit in boosting someone’s self-confidence and self-esteem.
After completing his degree in fashion design and gaining experience in the industry, Ashwini wanted to start his own company. It was his goal to make clothes that looked good and gave people self-confidence and empowerment. My motivation to join him was really sparked by this.
HOP: How would you describe Dennison’s unique style and identity?
We introduced plant-based sustainable fashion apparel as the globe transitions to ethical fashion. The materials used include hemp, bamboo, aloe vera, bananas, and/or organic cotton. This was not only applied to fabric but also to thread, buttons, and brand labels, all recyclable. According to Seth, the goal of a sustainable collection is to reduce carbon emissions. We recognize the value of considering all options. In addition, we want everyone to feel good about what they’re wearing since clothes should fit them, not the other way around.
HOP: What values or principles does your brand stand for, and how do you incorporate them into your designs?
We emphasize sustainability by using eco-friendly resources and preventing waste. Using recycled or organic textiles, we use energy-efficient production techniques. Quality may be determined by the components we utilize, the degree of attention and expertise put into our work, and the final touches. We prioritize creativity and innovation in our designs.
We try to push the limits by employing cutting-edge technology, uncommon materials, or creative design principles. By embracing innovation, Dennison aims to create cutting-edge and distinctive designs that appeal to their target market.
HOP: What sets your fashion brand apart from others in the industry? What makes it unique
Dennison innovates and sets itself apart. To produce fresh and distinctive items that grab consumers’ attention and pique their interest, the brand always experiments with cutting-edge materials, technology, or design strategies.
HOP: How do you ensure that your fashion brand remains relevant and in tune with the latest trends?
Maintaining our brand’s personality and style is just as important as keeping up with trends. Adapt trends in a way that complements our brand and appeals to our target market.
Fashion trends come and go, and you have to strike a balance between being fashionable and upholding the brand’s integrity. Our brand stays relevant by fusing market research, consumer insights, industry partnerships, and agile design.
HOP: What are some of the challenges you have faced as a woman entrepreneur in the fashion industry, and how did you overcome them?
As a woman entrepreneur in the fashion industry, it is difficult to strike a balance between personal obligations and running a fashion company. It’s critical to establish boundaries, give self-care a priority, and delegate work as needed. Building a solid support system can help you juggle everything. Whether it’s through partnerships, a trusted team, or a mentor network.
You can also achieve a better work-life balance by managing your time, communicating efficiently, and integrating your work and personal life rather than separating them. It might be difficult to start your own business in fashion. Financial limitations, production problems, fierce rivalry, and shifting customer behavior are some barriers. To overcome these obstacles, you must have persistence, perseverance, and a desire to learn from mistakes.
HOP: How do you approach sustainability and ethical practices in your fashion brand?
Our brand prioritizes ecologically friendly and sustainable materials like organic cotton, hemp, recycled fabrics, or inventive sustainable alternatives. This fosters resource management and decreases production’s harmful effects on the environment.
Reduced production waste and resource-saving research are two examples of sustainability initiatives. This might entail upcycling used fabric or making repurposed patterns out of repurposed materials.
Sustainable practices necessitate an unwavering commitment to improvement. Dennison may establish goals, consider social and environmental repercussions, and actively search for methods to implement more sustainable practices throughout their organization.
HOP: Can you share any memorable milestones or achievements on your entrepreneurial journey?
The most notable successes in our entrepreneurial path were when our brand was acknowledged by D2C 100, Business of Fashion India, and 500 challenger businesses.
HOP: As summer approaches, comfort becomes a key factor in fashion choices. How do you incorporate comfort into your summer fashion designs?
Summer clothing may be designed with airy, fluid shapes that encourage ventilation and allow easy movement. In order to improve airflow and comfort in hot weather, a loose fit prevents clothing from adhering to the body. Comfort in summer designs may be improved by using breathable, light materials like cotton, linen, chambray, or Modal. These materials promote airflow, wick away moisture, and provide a cool and cozy sensation. We incorporate these practices into our summer fashion designs.
HOP: Could you share some tips for our readers on how to stay stylish and comfortable during the hot summer months?
- Choose breathable fabrics. When compared to dark colours, lighter colours, such as pastels or whites, reflect sunlight and keep you cooler. They also exude a fresh, summery vibe.
- Look for easy-to-wear styles like maxi dresses, sundresses, or shirt dresses that are comfortable, breezy, and require minimal effort to style.
HOP: What are some of the popular summer fashion trends you recommend trying this year?
- Choose vibrant and playful prints, such as tropical motifs, floral patterns, or bold geometric designs.
- For a fun and energetic summer look, incorporate them into your dresses, tops, or accessories.
- For a cool and effortless look, try oversized shirts, loose dresses, or relaxed jumpsuits.
- Wide-leg pants are not only trendy, but also create a relaxed and breezy silhouette. For an effortlessly chic look, choose flowy palazzo pants or wide-leg trousers.
- Cotton, linen, and chiffon are examples of lightweight and breathable fabrics. In the summer heat, these materials keep you cool and comfortable.
HOP: When it comes to summer fashion, what fabrics and materials do you prefer working with and why?
Hemp, bamboo, aloe vera, banana, and/or organic cotton, linen, rayon, and lightweight knitted, fabrics are our favourites for summer fashion. Cotton and linen are natural fibres popular in summer fashion because of their breathability and moisture wicking ability. It is cool to wear in hot weather because it allows air to circulate and absorbs perspiration.
Rayon has a smooth and soft texture, is easy to drape, and is comfortable in warm weather. These fabrics provide stretch, breathability, and comfort, making them ideal for summer looks.
When choosing fabrics for summer fashion, it’s worthwhile to consider not only their breathability but also their care requirements, durability, and the garment’s specific design needs. Each fabric has its own characteristics, and the choice is determined by personal preferences, style requirements, and desired comfort.
HOP: What advice would you give to aspiring women entrepreneurs who want to start their own fashion brands?
It’s important for women entrepreneurs to define their vision and brand identity clearly. Decide what makes your brand unique and what you bring to the table. You’ll stay on track if you have a clear vision.
Additionally, starting a fashion brand requires dedication, perseverance, and work. Keep your vision in mind, be willing to take calculated risks, and surround yourself with a supportive network of mentors, industry professionals, and other entrepreneurs. Above all, believe in yourself and your brand, and never be afraid to follow your dreams.