Are you a fashion connoisseur but the pandemic period has somehow depleted the whole idea of stepping out to shop? Well keeping this aspect in mind, many known designers and fashion brands have stepped into the world of online retail to cater to their patrons and clients who want to get hands-on their favourite designs.
From apparel to accessories to shoes, the brands are exploring the digital side of business for smooth functioning and staying in direct connection with their customers.
Credited with revamping the conventional user experience for the virtual realm, artisanal jewellery designer Roma Narsinghani has pushed the envelope with the launch of Instagram AR filters that enables users to experience her new collection, ‘GAIA’ during the lockdown.
“With the physical aspect removed due to social distancing norms, the digital space has seen a big boom. Everyone needs to experiment. Brands can mainly do this through digital collections, digital campaigns, and even virtual fashion shows. With digital fashion shows, the fashion industry at large has been introduced to a whole new world. There is a lot to experiment with and learn on this path of digitalization.
“By using cutting edge tools such as 3D product design, virtual sampling, a brand can react faster to market trends significantly reducing both sample and time-to-market, with a focus on getting a minimum viable product, which allows brands to integrate digitalization and generate a value which reduces overall investments,” she told Opoyi.
She also feels that Instagram filters have become a big trend, making tangible products like garments and jewellery interact with customers in intangible ways.
Another designer Anaita Shah, who is also the owner of the label – Kaprapan, has come up with her e-commerce store.
“Launching an online store means revamping the entire process right from designing a website, photoshoots, SOPs for my team, safe working environment, safe packaging, contactless deliveries, and digital marketing- a lot of work. Currently, I am working to upgrade my e-commerce site with a personalized experience and interactive features such as curated shops, Influencers and shoppers find and swipe to shop,” she told Opoyi.
She also says that the idea of going online also works well for those who have international clients like hers.
Gautam Gupta is one of the celebrated names in the Indian fashion industry for his love for Indian textile and crafts. However, he leaped faith with the digital entry of his brand Asha Gautam during lockdown times.
“Amongst very few benefits of lockdown was to rethink, re-plan and revive work. E-store was always on the mind but due to time constraints, it took a back seat. We realised that for clients to move freely as earlier it will take months so we developed Asha Gautam’s Online shopping vertical. This enables us to connect with clients who are distant and staying abroad,” he told Opoyi by adding that this year one will hear a lot of new products line from the brand thanks to digital integration.
“This will help us in engaging with a wider client base and enter into more countries especially where Indians love to buy craft-based designs,” he said.
For men’s leather footwear and accessories brand Escaro Royale, people had more time to explore and discover new brands during ‘stay at home’ time so brand penetration was excellent.
“The brand awareness was massive and costs were unfathomable. Now when the markets are opening, those audiences are goldmines,” said Ambud Sharma, the founder, and CEO of the brand.
Koovs, the online fashion store from the UK, is expanding the brand as a ‘Technology’ and platform as a ‘Service’ to enable other retailers and brands to get online or improve their offer with a new e-commerce platform.
“Our focus has been to ensure the Koovs platform is fast to implement – without disrupting existing business and is feature-rich with many options to suit the various needs of brands, retailers and wholesale businesses,” Mary Turner, CEO, Koovs told Opoyi.
Also, with India going to witness the debut digital edition of India Couture Week in a few days from now, it proves that fashion is ready to explore this new way of connecting with customers.
