Emergence of E-commerce Giants
Over the past few years, several large e-commerce companies have emerged in India that solely focus on online fashion and apparel sales. Companies like Myntra, Jabong and Ajio have become top destinations for online shopping of branded and western wear fashion in India. These companies have invested heavily in building robust tech infrastructure, partnering with popular national and international brands and offering features like virtual trial rooms and personalized recommendations to customers. They regularly run promotional sales and offer lucrative deals to attract more customers. Their effective marketing strategies on social media have made them household names and positioned them as the go-to platforms for trendy apparel and accessories.
Rise of Branded Exclusive Online Stores
Apart from large multi-category marketplaces, many popular fashion brands have also set up their own exclusive online stores to sell directly to consumers. Brands like Zara, H&M, Marks & Spencer, Max and Louis Philippe wanted to control their entire value chain and customer experience. They have built user-friendly websites and mobile apps with gorgeous product displays and lighting fast checkout processes. These exclusive online stores allow brands to showcase their entire product catalog, understand customer purchase patterns and manage inventories efficiently. They are able to offer flexible payment options, easy returns and personalized promotions to retain customers within their ecosystem. Some premium brands have even adopted strategies like scheduled deliveries and virtual trial rooms to impress online customers.
Increase in Indie Fashion Label Sales
The Online Fashion Retail of conscious consumerism has given a boost to small independent fashion brands and designers in India. These indie labels focus on sustainable, handcrafted and organic products that resonate with today’s young audience who care deeply about environment and value artisanal skills. Previously restricted to selling at pop-up stores and exhibitions, many indie labels have begun using online channels to find customers pan India. E-commerce sites actively reach out to indie designers and give them space on their platforms. Sites like Ayca, Shibi and 6Degree specialize in listing indie fashion and artisan products. Social media is used extensively by such labels to engage with their niche target audiences. As a result of easy access online, sales of products from independent women entrepreneurs and weavers have grown multifold in recent years.
Preference for Fast Fashion Inspired Trends
Another major trend in Indian online fashion retail has been the rise of fast fashion inspired clothing. Sites actively curate latest Western trends and launch affordable versions for their price conscious local audience within 2-4 weeks. Apps like Zara clones Myntra and Ajio track runaway trends at global fashion weeks and interpret them for the Indian market. They offer on-trend styles at throwaway prices of Rs 500-1500 through their in-house and private labels. This has resulted in young urban customers upgrading their wardrobes more frequently without worrying about high costs. The ability to order trendy outfits in a few clicks from the comfort of one’s home and get it delivered within a couple of days has changed shopping habits drastically in small towns as well. Fast fashion brands are heavily investing in manufacturing capabilities to fuel this growing demand.
Personalization and Customization Gaining Traction
With rising disposable incomes and exposure to global fashion, Indian customers today demand unique products that reflect their personal tastes and specifications. Several online fashion labels have begun offering customization and personalized options to cater to this need. Sites allow you to choose fabrics, prints, colours, silhouettes etc and get made-to-order garments within a stipulated time period. Some have partnered with 3D virtual try-on software to help customers visualize how a customized outfit would look on them before confirming orders. Many apps and sites now make it possible to get standard products personalized with monograms, patches or custom designs like a brand’s initials embroidered on tops. This adds a touch uniqueness and makes customers feel their outfits were designed just for them. Such offerings allow customers to participate in the design process and feel more attached to their final purchases.
Live Commerce – A New Phenomenon
An emerging concept that is catching on in online fashion retail is live commerce or live streaming sales. Large e-commerce sites are experimenting with this social/interactive format of real-time video product demonstrations and direct ordering on platforms like Facebook and Instagram. Popular celebrities and influencers host live sessions to showcase new arrivals across categories like beauty, fashion, home decor etc. Viewers can interact simultaneously, ask questions, place impulse buys and enjoy a more engaging virtual shopping experience. Players in the fashion space like Myntra, Ajio and Nykaa have started capitalizing on this social e-commerce model to launch limited collections and exclusive deals. More brands are recognizing the potential to directly reach out to large target audiences in smaller cities through this interactive medium as well. Live commerce is expected to gain even more traction as reliable delivery networks get built out across India.
Omnichannel Retail Strategies Emerging
Today’s savvy online shoppers seamlessly switch between browsing virtual store shelves and checking out the latest in trendy highstreet outlets depending on convenience and deals. Major fashion players have realized the need to offer their customers a seamless omnichannel experience. This involves integrating both online and offline channels through initiatives like buy online pickup in store, virtual store mirroring physical stores, use of trial rooms to photograph outfits, common loyalty programs and interactive touchscreens with virtual catalogs. Brands also analyze purchase history across touchpoints to curate personalized offers.
During the pandemic, click and collect emerged as a popular option to bridge the gap between cautious consumers and temporarily shuttered retail stores. As digital and physical converge further in the coming years, omnichannel integration will play a defining role in customer retention for both legacy and emerging fashion brands.
*Note:
1.Source: Coherent Market Insights, Public sources, Desk research
2.We have leveraged AI tools to mine information and compile it
About Author - Money Singh
Money Singh is a seasoned content writer with over four years of experience in the market research sector. Her expertise spans various industries, including food and beverages, biotechnology, chemicals and materials, defense and aerospace, consumer goods, etc. LinkedIn Profile