With new brands entering the online fashion segment and fighting for market share, the emphasis is on differentiation and finding solutions for emerging consumer needs
Global trends like live commerce and gamification may present unique opportunities for Indian brands looking to increase their market share
As D2C fashion brands raised $756 Mn between 2014 and April 2021, it indicates that investors have been bullish about the segment
Compared to any other consumer-facing sector, the fashion industry has seen too many changes across every function and sub-segment, from design and trends to manufacturing and merchandising. It was a dark time when India’s iconic muslin and pashmina fell to mass-produced, machine-made clothes in the colonial era. “Shopping has always been a social thing to do. When we think of shopping, we think of going out with family and friends and having a good time. So, digitally native brands need to incentivise group shopping to compete with the offline experience,” he says.“D2C is not just a niche creation to step away from legacy brands. It is, in its entirety, a process- creation to address issues at every product touchpoint,” said Singh at the D2C Summit.“Zivame aims to provide women with a personal and inclusive platform to shop for all their intimate wear needs. Plus, it is building a secure and private community to encourage conversations around their experiences,” says Khatija Lokhandwala, the brand’s head of marketing.
But with the revival of traditional crafts post-Independence, the emergence of new styles and the coming of age of new genres of fashion schools, both high fashion and mass clothing in India have evolved at a fast clip in sync with global markets.