The e-con­nect!

With so­cial me­dia pen­e­trat­ing all in­dus­tries, can the ap­parel in­dus­try af­ford to be left be­hind? For greater vis­i­bil­ity and vi­a­bil­ity, the in­dus­try has to move with the times. Kash­mira Mirza and Nam­rata D’souza find out whether the In­dian ap­parel in­dustr

Apparel - - Contents -

We re­ceived a mixed bag of re­sponses when stake­hold­ers were asked about whether the ap­parel in­dus­try is ready to be so­cial me­dia savvy. S K Jain from Fine Threads Cloth­ing Co. Ltd said, “So­cial me­dia may be very im­por­tant in other sec­tors but in the ap­parel in­dus­try, the ba­sic feel of the fab­ric is very im­por­tant. A per­sonal touch needs to be there, which is not ex­pe­ri­enced on­line. One-on-one in­ter­ac­tion is more im­por­tant than on­line pres­ence.” Dilip from Lizzy Lazzy di­verged from this point of view when he said, “So­cial me­dia is very im­por­tant for the ap­parel in­dus­try. The reach of so­cial me­dia is vast and for brands to reg­is­ter with their tar­get au­di­ence, so­cial me­dia is very es­sen­tial.” Jayanti from Arany, For­ever Fash­ions Pvt. Ltd. agreed with him when he said, “It is nec­es­sary to have a so­cial me­dia pres­ence in or­der to at­tract the younger gen­er­a­tion who are usu­ally hooked on to this medium of com­mu­ni­ca­tion. For the brand to reach its tar­get au­di­ence, it is very es­sen­tial to have on­line pres­ence. The per­sonal touch is needed ini­tially, but once brand aware­ness has been es­tab­lished, on­line pres­ence helps to keep the brand alive and kick­ing!” Dwi­jen Dutta from Eteenz shared his per­sonal ex­pe­ri­ence when he said, “We do have our Face­book page, but as of now, we haven’t de­rived any ma­jor ben­e­fit from hav­ing a so­cial me­dia pres­ence.” Thus, we can con­clude that de­spite ini­tial reser­va­tions, so­cial me­dia is slowly be­com­ing in­dis­pens­able for the ap­parel in­dus­try.

IT IS NEC­ES­SARY TO HAVE SO­CIAL ME­DIA PRES­ENCE IN OR­DER TO AT­TRACT THE YOUNGER GEN­ER­A­TION WHO ARE USU­ALLY HOOKED ON TO THIS MEDIUM OF COM­MU­NI­CA­TION.

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