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Although shopping centres are finally reopening after a nationwide lockdown was announced on March 23, 2020, visiting malls is going to be a very different experience from now on keeping in mind new hygiene, sanitization, and social distancing norms. Despite this, fashion brands like Ayesha Accessories are quite elated at the development. The brand, which has a large chunk of its exclusive stores in malls across the country compared to high streets, is working to meet all the necessary SOPs issued by the Government while reopening its stores.
“We have prepared a very detailed SOP handbook, which will help train the front-end staff for interactions with customers,” said Jacqueline Kapur, Co-Founder and President, Ayesha Accessories.
“Customers, especially Millennials, who come to the mall will have a positive emotional experience. Shopping is a mood booster. The feel-good factor will kick in whether they buy a pair of earrings for Rs 500 or an expensive new handbag. With Ayesha Accessories’ average ticket size being approximately Rs 600, we are hoping to make lots of customers smile again,” she said, adding, “Fashion retail is not a necessity-based purchase, it is more recreational and entertainment. I am optimistic that in a short time after the lockdown is lifted and a vaccine for COVID-19 is discovered, customers will come back to their normal shopping patterns.”
The brand is getting all its EBOs sanitized through a government approved agent. “Our staff is being trained on all procedures – from cleaning the store and the merchandise on a daily basis to the correct way of interacting with customers. The ‘new normal’ at Ayesha Accessories stores and other workplaces will be to make the place as safe as we possible for consumers and staff both,” Kapur said.
The brand is particularly excited about an additional step at the stores. They have tied up with an American origin med-tech company which has developed a proprietary anti-microbial mask among other applications.
“We are introducing this ffb-3 category mask which kills any microbes on contact. This revolutionary technology will be merged with Ayesha’s design sensibilities and we are excited about the possibility to merge a super cool look with the ultimate possible safety features. Our employees will be the first to wear these masks to ensure maximum safety for themselves as well as for the customers. All this while still being fashion trendsetters,” she explained.
Like most of the retailers worldwide and in India, Ayesha Accessories is also making a strong effort in pushing its omnichannel capabilities to sell. “Our e-commerce site is being revamped and we are projecting a 300 to 400 percent increase in sales through e-commerce within the next 12 months,” said Kapur.
With customers being worried over safety and financial concerns, there is no doubt that consumer behaviour has undergone a radical change. As a result, fashion and accessories retailers fear that their products will become a ‘need-based’ commodity.
“Most brands still haven’t managed to get fresh merchandise into the stores. The only way out here seems to be to put certain products on sale and not the entire product range. In such a situation e-commerce is the safest bet and the channel will experience a major boost,” she concluded.
“They are battling the bigger players on the ground’s affordability/ price and presence in Tier II and III cities. Although most products of global brands are produced locally, consumers still have to pay premium prices. Many domestic brands in the athleisure segment, for these reasons are building their online and e-commerce presence. About 30 percent of athleisure wear is sold online today,” she adds.
Shoppers experience all these functions and more, requiring no intervention from staff at the outlet, unless requested for.“Roadster has shown how fashion and technology, when integrated, create unique experiences that take offline shopping to a new level. As a pioneer in Omnichannel fashion, Myntra is committed to strengthening its offline presence through a franchise model and off er new experiences to engage customers and make shopping fast and seamless through technology,” Amar Nagaram, Head, Myntra Jabong, says.5Roadster
If you look at the market per se, till about recently, there were not too many players in the innerwear category. It is just recently that a lot of players have come in. Consumers today are more conscious, more aware and they are demanding unlike 10 years ago when they bought plain undergarments and were loyal to one brand.
“We are continuously evolving our stores with new technologies. To fully enable our customers to enjoy these new introductions, it is important for our sales personnel to understand, communicate and comfortably operate all new innovations. Before implementing any new technology or introducing product innovation, our entire store team goes through an extensive knowledge session, which enables them to understand the product/technology being introduced,” says Kumar.
UNIQLO DLF CyberHub will feature UNIQLO LifeWear, clothing that comes from the Japanese values of simplicity, quality and longevity, for men, women, kids and babies. This includes iconic UNIQLO products such as its innovative and functional Ultra-Light Down (ULD) and HEATTECH garments, as well as products featuring premium fabric, including denim, Extra Fine Merino, cashmere and more. The UNIQLO commitment is to create perfect clothing that meets the needs of everyone’s daily lifestyles
The streetwear landscape in India currently has Capsul, which is the only platform offering streetwear at retail prices, VegNonVeg, India’s first sneaker boutique that also has their own branded streetwear drops and Superkicks. There also are a few other amazing Indian labels such as Space Biskit, Jaywalking, NorBlackNorWhite, Huemn and NoughtOne. And then there are resellers who curate hype brands and resell them to various communities, spread across India.
“At this time, when major fashion retailers are making inroads, the fashion retail story in Tier II and III cities is still highly under-penetrated in terms of organised retail. These are the places where people have increased purchasing power and aspire for a shopping experience. We wanted to tap the untapped retail opportunities by setting modern retail stores across various small towns and cities like Ballia and Mirzapur in Uttar Pradesh and more,” he adds.
We have started the placement of products across North India and will complete the launch by the end of the calendar year. The plan is not just to sell through the exclusive brand outlets only. We are will be present through hosiery multi brand stores, which is a huge marketplace when it comes to the Indian context. There is also the departmental store business wherein Pepe Jeans is a strong brand. Also, e-commerce is moving at a very fast pace and we are already available online, where we see good traction. So, the strategy is to make the product available across multiple channels. Currently, we are available in 1,200 points-of-sale in South India in about 75 cities. Now we intend to enter North India – starting with Delhi and various other cities around it.
“We will be launching Smart Mirrors at Vero Moda stores. These mirrors will work as personal shopping assistants for the customer and create an interactive fitting experience for them. Based on the product that the customer is trying out, the smart mirror will assist the customer by sharing tips on what type of product features are suiting them, suggestions on colours and prints and even advice on what other products can be paired with the one they are trying out. This concept aims to enhance the overall offline shopping experience for a customer by creating a personalised fitting experience for them which should lead to more in-store conversions and purchases,” he adds.
“Western wear for men was adopted as standard office or work clothes as early as a century ago in India. Collared shirts, suits and jacket were the earliest adopted categories, even sported by political leaders of yesteryears like Lala Lajpat Rai, Jawahar Lal Nehru, BR Ambedkar, etc. Post-independence most of India’s elite continued wearing western wear with the trend especially becoming a stape with professionals and office goers,” says Sandeep Khapra, Design Head – Menswear, Max Fashion.
Pepe Jeans entered into an agreement with Dollar Industries in 2017. When we started doing research and development, as a global brand we realised that the business model, focus and the DNA required in innerwear is extremely different for innerwear and apparel. It is very important that you tie-up with somebody who understands the nuances and who already has the DNA of a good innerwear brand. We went about looking in the market and met a lot of partners and finally shortlisted on Dollar Industries. Dollar Industries has manufacturing units in Kolkata, Tirupur, Delhi and Ludhiana, and it enjoys a 15 percent market share in the branded hosiery segment in India. Together, we will be investing Rs 70 – 75 crore into building this category to the next level.
The need for sustainable production has become an imperative over the past years in fashion. This holds especially relevant to the denim segment, considering the incredible amounts of water and toxic dyes used in manufacturing jeans. In line with this, denim companies are now compelled to embrace greener methods and are also making effort to develop new techniques of producing jeans, as a part of their business strategies to protect the environment as well as connect to the consumer.
Sensing the opportunity she was able to take advantage of the e-commerce boom, lack of good work-wear in the Indian market, increase in the number of women who prefer to wear western attires in the workforce and her vast knowledge to carve out a niche for herself in the Fashion and Lifestyle E-commerce sector.
Similar to accessories, footwear too has witnessed a change in demand where ‘sandals’ are no longer considered a must have. Bollywood icons have made it cool to have a pair of sneakers being teamed up with a saree and this perhaps have motivated women to experiment with their footwear collection too. Biyani points out, “In the footwear segment, we have our athleisure section, Pumps, Ballerinas and Loafers that have remained key drivers in sales.”
Where Indian wear can be carried on its own owing to its colourful prints, western wear remains incomplete without throwing in basic accessories even if it is just a large dial handwatch and a tote bag with a scarf tied around its handle. The relation between western wear and accessories cannot be undermined and perhaps that could be the reason we have major western wear brands also offering a range of accessories for their patrons to choose from. Be it H&M, Zara, Van Heusen, Allen Solly, Only, etc., each of these brands have gone ahead to launch their exclusive range of accessories to compliment with their collection of western wear. Be it a brooch or a buckle for the hair, the accessory range to compliment western wear is limitless.
“It has been noticed that there has been a significant rise in the demand of athleisure in India recently. The lines between traditional sportswear and fashion apparel are increasingly blurring. Industry estimates show that Athleisure is growing faster than the rest of the apparel categories. It is expected to witness significant growth owing to several reasons. The industry has witnessed rapid growth due to the rise in income levels and the entry of foreign players in India after liberalization as well,” avers Harkirat Singh, Managing Director, Woodland.