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Retail has changed massively because of the COVID-19 pandemic. As the nationwide lockdown is eased and stores start to re-open, retailers are getting a firsthand experience of the unsettling sentiment of the market. But, while it may seem that uncertainty is the only constant at the moment, there are glimmers of hope. What businesses need now is to bolster their chances of sales is develop a dynamic operating model with more personal relationship with their customers.
Here are a few simple aspects that will help brands and retailers achieve that:
Instill Confidence in Consumers: As hygiene and safety are the core concerns now, brands will have to not only exercise safe in-store practices but also convey the same to consumers. This stands more true for brick and mortar retailers, who will now have to go the extra mile to assure consumers of a safe shopping environment.
Amplify Your Digital Capabilities: Digital is not only becoming the primary sales channel post the pandemic; it can aid brands and retailers manage costs better, bolster efficiency across the value chain better and help respond to consumer requirements way faster and cheaper. E.g., it can open doors to new logistics and sales-fulfillment alternatives like click-and-collect or drive-through and aid brands with creative ways of customer acquisition. And the biggest advantage will be data — that brands and retailers can analyze to gauze the pulse of the market and increase conversion.
Leverage the Potential of Apps: The COVID-19 pandemic has confined us within the 6 inches of our mobile screens. This makes apps very crucial for customer acquisition. Apps are pretty affordable today, can be easily tweaked as per individual requirements and can help fashion retailers, both online and stores, in more than one way. From supplementing shopping in stores through pre-made shopping lists, in-store satnav to cashier-less checkouts, apps are revolutionising shopping post COVID. Apps can also be used to geo-target consumers and present them with more accurate and relevant advertisements and offers.
Show Your Human Side: Modern consumers tend to resonate with brands with strong sense of social responsibility. The COVID-19 pandemic has only amplified this – brand personality matters more now than ever. Consumers are craving for human connection and brands and retailers can capitalize on it by show them the human side of their businesses and the people surrounding it.
Exploit the Power of Social Media: Globally, there has been a 70 percent increase in internet time and 60 percent spike in engagement across various social media platforms. Fashion businesses can take advantage of social media for direct interaction with customers and establishing a deeper connect. As a way of showing its human side, Facebook is even providing support to help businesses through these challenging times via regular tips and training across Facebook and Instagram — something that no businesses can afford to ignore. Also, social media holds potential especially for brands that are yet to develop their e-commerce capabilities — they can easily reach out to consumers and take orders through social platforms.
“We are opening the second store of the brand on December 28, 2017 at Phoenix Mall in Mumbai. Moving forward we are looking at 15 more EBOs by December 2018. These all will be company-owned and company-managed stores. We are getting proposals for franchisee outlets also and soon we will be venturing into the same,” revealed Batra.
Embarking on a new journey, Alcis Sports, a cutting-edge Indian performance wear brand, has launched its first-ever exclusive brand store in India at the sports-crazy city of Kochi in Kerala. The swanky new Alcis Sports store is situated at the famed LuLu Mall, one of the largest malls of India.Currently, Alcis has 150 shop-in-shops already operational in the large-format outlets like Globus, Shoppers Stop, Sports Station and Central
Celio is all about effortless style and fashion because of its European roots. It provides a stylish alternative to today’s discerning young male customers. The brand’s products are urban, smart, elegant and very wearable. Each product has a distinct twist of fashion. Fits & Quality are strengths of the brand. The products are cleaner and have a style statement. This has helped the brand to garner a huge fan base. Over the years, it has increased both the width and depth in terms of winterwear offering. Over the last few years a portion of the consumers have been moving from value based purchasing to lifestyle based purchasing. In terms of fabrics, the brand closely works with its global teams to identify new trends in this segment and bring them to the Indian consumers.
Spotting a potential for handloom, he was quick to introduce handloom and other natural fabrics. This not only came as a fresh boon to the fabric market, which was till then saturated with man-made fibers and fabric, but this also gave a respite to weavers from south India helping them generate due economic benefits from their skills of weaving natural fibers.
Max Fashion has recently opened its 200th store in Chennai, marking the occasion as one of the many milestones achieved in the past 11 years of the brand’s presence in India.Max is in its 12th year, and growing at the CAGR of 32 per cent from past 10 years and expects a similar growth for next three years
The brand offer a wide range of products from ready-to-wear to made-to-measure, including accessories. The price range starts from Rs 6,000 and goes upto Rs 3 lakhs. The shirts range starts from Rs 12,000, jackets from Rs 70,000, suits from Rs 98,000, trousers from Rs 15,000, t-shirts from Rs 8,000 and accessories start from Rs12,000 onwards.
In line with the global fashion themes, Celio has launched the Autumn-Winter’17 collection under six main themes namely, California Surf, Retro, Back to Black, Design, Earthed and Smart. The brand’s winterwear products, specifically the sweat shirts range, use these themes as the underlying concept in their design philosophy.
Textile major Raymond has launched its first ever Rs 250 crore linen manufacturing plant at Amravati that will cater to the company’s own brands, domestic and international markets.The facility is expected to produce 1,200 tonnes of linen yarns and 4.8 million meters of linen and blended fabrics per annum
According to Gap, the demand for denim has only grown within the Indian market. This is driven by the global sentiment of denim being an acceptable piece of clothing in offices, or desk to dinner dressing. One can always dress up or dress down their style with denim. The brand has also seen the denim market explode across the kids and baby division where parents are increasingly comfortable with putting their children into jeans, thanks to the product innovations. Gap’s ‘Super Denim’, which is extra soft, with stretchy waist bands, is one such example of product that does well for them.