The Sabyasachi x H&M collection was sold out within minutes of being launched. Some users even claimed that the collection in countries like UK got sold out in a minute. This did not go down well with several fans and customers who were desperately waiting to purchase the Sabyasachi Mukherjee pieces for the past one year. After getting slammed, Sabyasachi has now released a two-page statement on Instagram, justifying what went wrong.
Sabyasachi called the situation a 'disappointment'. He also spoke about an incident where back in the day as a fashion student and a fan who adored Madonna, he could not even get a single piece of the H&M X Madonna merchandise. Talking about his decision to collaborate with H&M, the designer shared, “When H&M first came to me with the idea of the collaboration, I was very excited that I could finally reach out to the massive Sabyasachi tribe worldwide, even if it was just this once. I knew they had the power and distribution to make it happen. And it happened.”
Sabyasachi said the collaboration was “wish fulfillment” for him. “I was very clear and firm that there would be no VIP previews and no exceptions–everybody would access the collection in a democratic manner. What better way than online?” The designer said the response was not just “overwhelming” but “plain baffling”. “It wasn’t only about how quickly it sold out in India, but across all global markets. And like most of you, I struggled with stubborn carts and crashing apps…I know a lot of people are disappointed, and I profoundly apologise for it. I’m sure I will be able to create a future business model that will address this need.”
For the ace Indian designer, it’s a matter of wish fulfillment as he claimed. So that every person can get something and most importantly, Bengal Tiger’s logo through products which he termed as “almost sacred”. He also stated that “A lot of marketing folks would consider this strategy as a harakiri for a luxury brand, but I believe that sustainable success never comes from the mind, always from the heart.”
He added, “My pet peeve was that globally we were considered a manufacturing country. I always wanted to break that glass ceiling, but on my own terms…There is a market-ready for every single one of us, and there is only one secret to unlock it–just be yourself. Whoever you are. Shamelessly.”
(Source: Instagram)
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