Celebrity endorsement from a business angle with The Industry's Bhavin Shah
Industry member Bhavin Shah and his brother founded the company, Dynasty over a decade ago and now they are endeavouring on their first celebrity-launched venture. The brothers were handed down a wealth of knowledge about the fashion industry by their parents who had been successfully established in the profession for over 40 years and it had always been their ambition to follow in their parent's footsteps, working successfully in the industry.
Through their vision, dedication and commitment, the company has gone from strength to strength, and is now one of the leading occasion-wear labels, selling to the finest boutiques, across the UK, Ireland and Europe.
How long has Dynasty been supplying the world with red carpet gowns and cocktail dresses?
Dynasty has specialised in occasion wear for past 12 years, however it is only recently through development of the product ranges that we have seen interest from the red carpet and television. We are now trying to monitor more actively to identify when our product are seen in the public eye and Lydia Bright from The Only Way is Essex (T.O.W.I.E) has been one of the celebrities to help boost our product identity most recently.
Television reality programmes like The Only Way Is Essex seem to always have a fashion breakout – be it a new label, or a store in this case by T.O.W.I.E.’s Lydia Bright. How important is this kind of endorsement for Dynasty?
Lydia Bright came to see us a few seasons ago at a launch event of our new ranges. She was not so well known at the beginning of T.O.W.I.E. and it is by chance that we started working with her. She needed a dress last minute and we offered to help. She came to our warehouse late one night, where she was amazed at the number of dresses we had. We went through so many gowns and eventually found one that she liked. She Tweeted about it and we noticed a rush of interest on our site. We noted that this was worth pursuing and now Lydia finds all her red carpet gowns at Dynasty. She knows that we are not High Street and that we have limited ranges so it is very rare that she'll be caught on camera with the same dress as someone else. Importantly, we offer her styles before we launch them. Lydia has a great style following and with the opening of her new shop she is able to make her style choices available to her fans.
Endorsement, of course, is extremely important for Dynasty as I'm sure it is for any company - the right endorsement. Lydia knows how to dress well and if you look at all the comments in the press regarding her dress sense, they are mostly positive. Dynasty is now focusing on direct public marketing to help achieve a presence in the marketplace and we hope that future celebrity endorsements will help us achieve this and expand our brand more significantly on an international scale.
Dynasty will be stocked in Lydia Bright's new store, Bella Sorella in Loughton: 251 High Road, Loughton, Essex IG10 1AD. The gowns will include all dresses that Lydia has worn when featured in national magazines.
You can get in touch with Bhavin via The Industry Directory.
