The Scoop: Rachna Shah's Fashion Journey and Industry Insights
The fashion industry's relationship with its audience is evolving, and Rachna Shah is at the forefront.
The Scoop is a weekly email series where fashion's inner circle shares their insights. This week, we're thrilled to feature Rachna Shah, CEO of PR powerhouse KCD.
Rachna's journey began 29 years ago at KCD, witnessing the industry's transformation in customer engagement. From localized to global and back, she's seen it all.
But here's the twist: Rachna's not just a PR guru; she's a fashion week icon.
You've likely spotted her at fashion weeks, effortlessly navigating the chaos in her signature black attire and headset. As New York Fashion Week approaches, we caught up with Rachna to get the inside track.
KCD is back with Alexander McQueen, and the reunion is electric.
"We're thrilled to collaborate with Alexander McQueen again in the US. Our history with the brand dates back to its Gucci Group days. We've worked with Lee in Paris and supported the transition with Sarah, a deeply meaningful period for McQueen. It's fantastic to rejoin their journey. The energy at the Grammys, with Lady Gaga's tribute to Lee and The Marías' custom designs by Seán, was extraordinary."
But a question lingers: Why the hiatus with McQueen?
"We paused during the transition from Sarah to Seán, a common occurrence during brand resets. But we're delighted to reconnect."
The US market is a hot topic, with brands like Moncler and Chanel making bold moves. But why?
"The US has long been a priority for brands, and COVID-19 accelerated global shifts. It's a vast country, initially focused on coastal cities. But brands now recognize the value of inland customers, thanks to e-commerce. They know where their customers live and vacation. COVID-19 also led to remote work, dispersing people from major cities. Despite challenges, the US market remains ripe with potential."
With global tensions, will NYFW take a political stance?
"It's a challenging time, and art, culture, and storytelling become vital. Designers express their perspectives uniquely during dark times. We'll see how unrest influences their creativity. Yet, fashion is a business, and the industry must progress. The key is balancing this with awareness of the country's reality."
Size inclusivity in menswear is dwindling, and diversity commitments seem abandoned. Why?
"Inclusivity and diversity suffer due to sales anxiety. Brands cater to a specific customer image, believing it's their target market. This approach may not be sustainable long-term. By excluding diverse clients, brands miss opportunities. Take Bhavitha Mandava at Chanel—her story resonated with Indian audiences, a significant market. Integrating diverse stories into brand narratives is powerful, fostering customer connection."
Saks is restructuring under new CEO Geoffroy van Raemdonck. Can they regain industry trust?
"Saks' team is experienced and brand-connected. Rebuilding confidence takes time, and success will be evident with patience. I've worked with Geoffroy and trust their forward-thinking plan. However, large-scale losses impact small brands, especially US independent designers. A strategic plan is crucial to support emerging talent."
Stay tuned for more fashion insights, and don't miss last week's Scoop with Scott Lipinski of Fashion Council Germany.
What are your thoughts on the fashion industry's evolving relationship with its audience? Is Rachna's perspective on diversity and inclusivity in fashion aligned with your beliefs? Share your opinions and spark a conversation!
