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Around 13 percent of the country’s export earnings is from the textile and apparel industry thus the position is well established. We are the second largest producer of textile and apparel in the world. There are few challenges which is being worked upon as an industry to enable us to become the leaders globally. Few challenges for the nation overall are illicit markets, excise duty on man-made fibers and the impact on environment. Having said that, our company has very stringent policies regarding sustainability and counterfeit products.
Money is also a deciding factor. Studies show that consumers are not willing to pay more for sustainable fashion and would rather pay more for style, quality and fashion that gives them value for money. If conventional products are being deeply discounted, it interferes with people’s desire to do the right thing.
It’s essential to justify designer wear that combines inspiring aesthetics of designers with high quality imagery and accurate size charts in a bid to replicate their offline experience online. With detailed product pages and information on the designers readily available, the experience replicates each designer’s individual ethos carefully. The products are shipped in special packaging for the dedicated boutique, delighting the customer even further with a compelling shopping experience.
Fashion trends change so fast that sometimes it’s hard to keep up. The fashion industry has evolved a lot over the years, but the good part is that fashion repeats itself. Consumers expectations are increasing rapidly from the fashion industry and consumers are more welcoming of different styles, patterns and trends which is fun to play around with. Fashion, for some is undying, while some believe in trends and being up-to-dated with what’s in store. Keeping the consumer trends and needs, Skechers recently reiterated the 90s chunky sneakers with the launch of ‘Skechers D’Lites’ which is a great amalgamation of 90s dad chunky sneakers with a new age design.
India should focus on being a hub for all of the three. With the talent pool we have, we can easily be design centric, with the capacity that we have as a nation we can easily become a value base manufacturing hub playing on volumes and without technology we cannot grow so that’s a must too.
The immediate action we all can take is buying less and resisting the social media addiction, where everything is only a click away, to buy things we don’t need. Every fifth garment is never worn, which adds up to 1 billion items of clothing lying unused in our wardrobes. If we don’t buy, we don’t have to make ethical decisions over emotional ones. It’s not just a matter of what we consume, but also of how much. The best way to be a more sustainable shopper is to buy less and less cheap items; to buy more items of quality and things that are timeless and made for longevity.
Customers today are quite evolved. They are looking for great products at great prices. Today’s customer is spoilt for choice as there are plethora of products/brands to choose from, especially with the advent of the Internet, spoiling the customer for choice. They have retail at their fingertips.
Customers have expected basics like quality service and fair pricing, but modern customers have much higher expectations, such as proactive services, personalised interactions and innovations. Our company is driven largely by customer centricity. Focusing on our customers’ needs has been imperative and this is what drives our digital operations as well. Going forward, we see digital communications taking more of a lead when it comes to customer experience. Our team engages regularly with customers on the digital medium to build the brand image.
The CEO and Co-Founder of Campus Sutra—which is gaining popularity with its athleisure range of apparels—Dhiraj Agarwal says, “We have seen that whenever a new channel starts, customers gravitate towards it. This happened when brands like Levi’s entered the country a couple of decades ago; this was also obvious when MBOs like Shoppers’ Stop opened in the 90s. E-commerce provided the opportunity for new-age DNVBs (Digital Native Vertical Brands) such as Campus Sutra with opportunities to establish themselves and scale rapidly in step with the Indian consumers expanding aspirations thanks to (consumers’) greater exposure, awareness and increasing prosperity and overall growth of the economy.”
22 AMEET PANCHAL, DIRECTOR, ETHNICITYA successful intrapreneur, Ameet Panchal is a firm believer of design thinking and has a successful record of achieving exceptional results in competitive environments that demand continuous innovations. Ameet has over three decades of innovative and result oriented leader in the fashion industry. He is a firm believer of design thinking and has a successful record of achieving exceptional results in competitive environments that demand continuous innovations.