Torqadorn is a womenswear brand that aims to cater to all the body types. Launched in 2018 by Tanvi Sethi, Torqadorn provides made-to-order with utmost detail, limited fabric, and raw material wastage. The Fashion Enterprise takes you through an exclusive conversation with Torqadorn’s founder Tanvi Sethi.
1. How did you begin your journey into the fashion industry with this label?
Having been brought up in a creatively fueled business environment at home, it’s safe to say I had a genetic predisposition for pursuing entrepreneurship. For the longest time, I’ve had a compelling desire of building something of my own from the ground up. After completing my Masters Degree in The Business of Fashion from NIFT Mumbai & gaining hands-on industry experience at top companies like Triburg, Reliance Brands Limited, Shantanu & Nikhil etc., I ventured out to launch my own label, Torqadorn, in June 2018.
2. Who is your target audience, your consumer?
Torqadorn aims to target Neo-millennial women aged upwards of 25 who have an established sense of personal style. These are confident, independent & ambitious women of today who make up a significant part of Modern India.
3. What message do you want to portray as a brand?
TORQADORN, as a name, is a thoughtful reflection of what the brand stands for. A strategic amalgamation of two common words, [“TORQ”(ue); a turning force/power + “ADORN”; to wear], TORQADORN is one word for “Power Dressing”, however, it goes above & beyond the traditional realm of corporate-wear silhouettes & attempts to include ensembles which make women feel confident, fierce & empowered.
4. Where do you draw inspiration from for your new collections and lines?
There is no “one” source or point of inspiration for the collections & designs we create. The entire design process is rather, a gradual, well thought-out, evolutionary process. In a very short span of its existence, Torqadorn, as a brand has inculcated its own design aesthetic that has resulted in a repertoire of ensembles injected with elements of art, people & culture garnered from creative spaces in far flung places that take it a notch above.
5. What makes your brand stand out?
We strive to create a perfect balance of what our consumers need & knowing what they would want before them. This includes an exhaustive market research of current trends & forecasting, consumer buying habits to create silhouettes & designs we know our consumers would love but at the same time giving them an option to customize to some extent at no extra cost.
6. Name a professional challenge that keeps you up at night?
The rising cost of customer acquisition. It’s a harsh truth but consumers’ trust in businesses is eroding, and so is their patience. Consumers today are clear about what they want. They are spoilt with choices & well-exposed to what the market has to offer, globally. And to talk about India specific e-commerce scenario, price-sensitivity is another issue altogether. The best point of leverage you have to combat these changes? An investment in customer service. And that’s what we’re trying to achieve. Creating a strategic sales funnel that keeps our CAC metric in check while delivering value to both the brand & the end-consumer is one of our biggest challenges.
7. What do you expect consumers to interpret of your label?
Torqadorn, as a label, is an enchantingly compelling chronicle of a young woman who is fearless in her varied pursuits while also being proud of the on-going journey of finding herself. #TorqadornWoman is someone who wants to experience luxury silhouettes in their most contemporary & authentic form, painting the canvas of her life adorning pieces that accentuate her own trademark personality. Our designs include classic silhouettes & modern tailoring along with creative surface ornamentation techniques, which make our brand nothing short of a visual rendering of hopes & dreams.
8. What are your future plans for Torqadorn, do you plan to expand into other segments?
We’re just 9 months young, and there’s still a long way to go starting with the launch of our first-ever ready-to-wear line & some super interesting collaborations that await us this year. And by the end of the year, the plan of introducing another new category is under works. It’s all very exciting to see & be a part of the brand-growth process.
9. Any sneak peeks or hints at your upcoming collections?
Without giving away too much too soon, we are working on a SS19 capsule collection which will be the brand’s first-ever ready-to-wear line aiming to cater to our young-millennial customer base. It’ll retail not only on our website but also on a few of India’s leading multi-brand online platforms. The collection is fun, edgy, chic & affordable.
10. How important is the business of fashion while launching your label
Running a fashion business (or any business for that matter) is a 24 hours a day, 7 days a week commitment requiring doting self-discipline. You will spend 10 percent or less of your time designing (Imagine that!). You will have to oversee all aspects of the business, not just the creative parts; Design & Development, Production & Supply Chain, Marketing & PR, Sales & Distribution. It is an exciting, exhilarating experience, but not a decision that should be taken lightly. But as long as you are passionate about what you do, ready to put in the work & are bringing something unique to the market, you should be good.
11. What advice would you like to give to budding designers who are just starting out
Be prepared for everything to go wrong in the first few months, and use it as fuel/stepping stone for everlasting success. Building a fashion business requires access to all kinds of people and resources. So use your network of contacts & never be afraid to ask for advice or help. Entrepreneurship can be lonely but more often than not, wisdom, insight and encouragement will be the things that give you the confidence to start your business. Surround yourself with people who can provide that support for you. They may not always understand your vision or how & where you want to reach, but having that support & encouragement can take you all the way up there.