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Fashion brands must reinvent constantly without losing their core DNA, say retail leaders

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Fashion brands must reinvent constantly without losing their core DNA, say retail leaders

Fashion brands must reinvent constantly without losing their core DNA, say retail leaders

At the panel discussion “The Relevance Race: How Do Brands Stay Wanted in an Age of Endless Choice?” at the 4th ETRetail ShopFWD Summit 2026 in Bengaluru, leaders from Pepe Jeans India, Mohanlal & Sons, Timex Group, Knockout Stores, Bhumika Enterprises and Raymond Lifestyle said relevance will increasingly depend on rapid product evolution, authentic storytelling, sharper retail curation and the ability to adapt to changing consumer occasions without diluting brand identity.

Fashion brands may have to reinvent themselves as frequently as every six months and in some categories even faster as consumers gain access to more labels, trends and channels than ever before. But chasing every trend without a clear brand identity could prove just as damaging as failing to evolve at all. That tension between continuity and change emerged as a central theme during the panel discussion “The Relevance Race: How Do Brands Stay Wanted in an Age of Endless Choice?” at the 4th ETRetail ShopFWD Summit 2026 in Bengaluru. The discussion featured Rakesh Jallipally, CEO, Pepe Jeans India; Mayank Mohan, Partner & CEO, Mohanlal & Sons; Deepak Chhabra, MD, Timex Group; Darpan Kapoor, Chairman, KRPVT & Knockout Stores; Nandini Taneja, CEO, Bhumika Enterprises; and Neeraj Nagpal, CBO-Apparel & Retail, Raymond Lifestyle. It was moderated by Anand Dutta, Associate Executive Director, CBRE. Advt

Dutta opened the conversation by asking consumers in the audience what determines their choice of brand. The responses ranged from fit, comfort and price-value equations to quality, trends, product reviews and recommendations — underscoring a larger challenge for brands: consumers increasingly evaluate products through multiple lenses rather than relying on brand recognition alone.


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