Ad land’s young guns: Salesh Grover, Business Head, OSL Luxury Collections
As Business Head at OSL Luxury Collections, Salesh Grover oversees the Corneliani brand. With a wealth of experience in the luxury fashion industry, Grover has been pivotal in enhancing the brand’s presence and success in the market. His strategic vision, dedication to excellence, and profound understanding of luxury retail have made him a respected leader in the field.
In conversation with Adgully, Salesh Grover, Business Head, OSL Luxury Collections, speaks about the importance of blending tradition with innovation in the luxury fashion industry. With his extensive experience, Grover emphasizes the need to maintain the heritage and craftsmanship of brands like Corneliani, while adapting to modern trends and consumer preferences. His strategic vision and dedication to excellence have been pivotal in enhancing the brand’s market presence and success.
What inspired you to pursue a career in the luxury fashion industry, and how did your journey lead you to become the Business Head of Corneliani?
My passion for creativity, artistry, and the ability of design to change lives is what inspired me to work in the luxury fashion sector. I was always captivated by the fine craftsmanship and sophistication of high-end clothing, and I was sure that I wanted to work in a field that honoured creativity and originality.
My journey into the fashion sector started with a solid academic background in business and fashion management, which was followed by years of practical experience in a variety of industry roles. My career began in retail and I moved up the ranks fast to work in strategy development and brand management. Through this growth, I was able to get a thorough understanding of the fashion industry, covering everything from design and production to marketing and sales.
Joining Corneliani was a significant milestone in my career. My professional ideals and objectives were profoundly aligned with the brand’s dedication to sartorial excellence, historic legacy, and emphasis on quality and elegance. As Corneliani’s Business Head, I get to steer the brand’s growth and innovation while upholding its fundamental values of sophistication and workmanship.
Could you share a significant milestone or project in your career at Corneliani that you believe played a crucial role in your ascent to your current position?
The successful completion of multiple major projects, including the introduction of a new franchise model, the ‘Made to Measure’ program, and our flagship store renovation, was one of the most important turning points in my career at Corneliani and, in my opinion, fundamental to my rise to my current position. These projects all made a big difference in Corneliani’s expansion and in my career advancement, while also demonstrating our brand’s commitment to quality and innovation.
The introduction of a new franchise model was a strategic move that expanded Corneliani’s global footprint. By partnering with select franchisees, we were able to enter new markets and enhance brand visibility. This model ensured that the essence of Corneliani’s brand was preserved while allowing for local market adaptation, thereby driving international growth.
Furthermore, the renovation of our flagship store was another successful project. The revamped store not only enhanced the customer experience, but also reflected the brand’s elegance and modernity and involved design elements that aligned with Corneliani’s luxury image, thereby attracting a broader clientele and increasing store footfall.
How do you approach leadership and team management within the luxury fashion sector, and what key qualities do you believe are essential for effective leadership in this industry?
My leadership and team management style in the premium fashion industry is based on encouraging creativity and cooperation. I believe in establishing a clear vision and plan that is consistent with our long-term goals, as well as ensuring that all team members understand and accept our mission. Empowering talent is critical; I prioritize developing creativity and professional progress, encouraging team members to take responsibility for their jobs. Collaboration and open communication are important for utilizing different viewpoints and creating innovation. Understanding and anticipating the needs of our luxury clients allows us to maintain the highest levels of quality and service.
Furthermore, flexibility and adaptability allow us to respond quickly to market trends and emerging opportunities, whereas a dedication to sustainability and ethical practices appeals to today’s conscious consumers. Effective leadership in this profession demands visionary thinking, creativity, emotional intelligence, resilience, effective communication, and unwavering determination. By embodying these values, I aim to lead with purpose and encourage my team to excel.
What are some of the biggest challenges that you have encountered as the Business Head of Corneliani, and how have you overcome them to maintain the brand’s reputation for Italian refinement and elegance?
One of the primary challenges is finding the right location and the correct brand mix. The lack of appropriate retail spaces and the optimal brand mix often results in missed opportunities, and makes it a little difficult to secure prime retail spaces that align with brand’s standards.
The luxury market is quite competitive, and the right location can make a substantial difference in attracting the target clientele. So, partnering with brands that complement your brand ethos is essential to creating a cohesive and compelling retail experience.
Another challenge has been finding the right manpower to effectively represent your brand. The luxury retail sector demands not only prime locations, but also skilled and knowledgeable staff who can embody the brand’s values and provide an unparalleled customer experience.
How do you ensure that Corneliani continues to innovate while staying true to its roots of Italian craftsmanship and savoir-faire?
At Corneliani, we prioritize the integration of modern technologies and contemporary design trends while preserving our rich heritage. Innovation is embedded in our process through continuous research and development, allowing us to explore new materials, techniques, and design concepts that enhance our offerings while maintaining the highest standards of quality and craftsmanship.
To stay true to our roots, we are committed to sourcing the finest materials from Italy and working closely with skilled artisans who have honed their craft over generations. This dedication to authenticity and excellence ensures that every Corneliani product embodies the essence of Italian savoir-faire.
By staying attuned to market trends and consumer insights, we can innovate in ways that resonate with our clientele while preserving the core values that have defined Corneliani for decades.
Through this balanced approach, we ensure that Corneliani continues to lead in the luxury fashion industry, combining innovation with the timeless elegance and craftsmanship that our brand is renowned for.
Where do you see yourself in the next five years, and what strategies do you plan to implement to keep the brand at the forefront of the industry?
In the next five years, I see myself leading Corneliani and OSL Luxury Collections towards new heights, expanding our portfolio to include additional premium brands and categories. We are planning to implement a more holistic approach, diversifying our offerings to include more sectors under the OSL umbrella. In the coming times, we will explore and penetrate new markets beyond Italy, leveraging our expertise to establish a strong global presence. By continuously innovating and adapting to industry trends, we will ensure that our brands remain at the forefront of the luxury fashion industry, delivering exceptional quality and elegance to our discerning clientele.
Could you discuss a difficult decision you made in your role at Corneliani, the factors that influenced your decision, and the outcome it had on the company or its direction?
One of the most significant decisions I recently made at Corneliani was significant store renovation and during the period, the store was closed for three months. This decision wasn’t taken lightly, as it meant halting our regular in-store operations and risking potential sales.
To minimize the impact of the store closure, we implemented alternative strategies to maintain our sales momentum through trunk shows, exclusive events and home shopping services, ensuring our customers continued to experience the Corneliani brand and access our collections.
So, the outcome of the store renovation decision was challenging, but turned out to be incredibly rewarding. The newly renovated store has been well-received by our clientele, reflecting a modern and luxurious ambiance that aligns with Corneliani’s values. The enhanced shopping environment has attracted new customers and reinvigorated our existing customer base. Overall, this strategic decision has positioned Corneliani for continued growth and success, reaffirming the importance of taking calculated risks for long-term benefits.
Also Read: Ad land’s young guns: Jaiwant S Dhingra, Director – Marketing, Numero Uno Clothing