Fashion goes phygital
No one would have seen it coming — the uncanny fusion of fashion and technology to rescue designers from bankruptcy — as the fashion industry continues reeling from the pandemic
From video shopping to 3D augmentation, live streaming, and the emergence of phygital stores — the fashion retailers in a post-pandemic world are ready to lure shoppers with digital presentations and virtual ecosystems. Could fashion’s digital revolution lead to a seismic change in consumer behaviour and patterns in the future? Perhaps, digital couture could be the next big trend across the globe and soon we will see a marked change in consumer behaviour.
VIRTUAL REALITY
According to reports, tech platforms like Instagram, Amazon, YouTube, Shopify, Snapchat, and multiple software startups have already started providing video shopping for companies like Gucci, Farfetch, and Moda Operandi.
These days, the most impactful publicity for a brand is through word of mouth marketing, and with virtual communities, the discussion and review of latest products is super easy and quick. We are building a platform to create a virtual ecosystem for shoppers, who can get updates, reviews, and latest notes through esocialising on our community setup
POORNIMA VARDHAN, Designer & founder of 335
Bazaar
The video shopping technology offers interactivity of inperson shopping while giving access to global customers. Simultaneously, a few brands are opting for 3D operated technologies to introduce their latest products online to the buyers. From chatbots to using AI marketing, fashion tech is here to revolutionise the way we shop for clothes and accessories from different online and offline stores.
VIDEO ASSISTANCE
Post lockdown, many brands are also trying to tap the pentup needs of the fashion lovers and serial shoppers, who are still not comfortable walking into a mall or a store due to the fear of Covid19. Anurag Ahuja, MD and partner at Goshie Apparels and Shopaholics, mentions, “PostCovid19 lockdown, we launched the concept ‘Yamamay@home ‘, a concept where we send video shots to the customers. These videos have introductions to the brand and product details line wise. This concept is a big hit among our customers as they can choose at the comfort and safety of their houses and get products home-delivered. They can try and pay for what they like and return the rest. We are also planning to set up virtual shops on Instagram and Facebook, where consumers can shop and chat/call with our store and get detailed customer service on the items they choose to pick.”
CONTACTLESS SHOPPING
One of the biggest challenges for fashion brands in the year 2021 would be to ensure safety and get shoppers to enter the stores. As part of the ‘new normal’, many shopping centers are introducing contactless services for comfort and a seamless retail experience. Due to the fear of the Coronavirus, many shopping centers opted for the phygital solutions to provide consumers with a new experience in retail therapy. Yogeshwar Sharma, CEO of Select Citywalk mall, says, “As a public space, our first and foremost effort has been to establish consumer trust in our stringent safety practices. We are implementing digital innovations like contactless ordering, personal shopper service, home delivery, and digital catalogues for consumers to easily browse through the pages and products from their favourite brands. This evolution will continue for the coming many
MD and partner at Goshie Apparels and Shopaholics
months/years now and many more may take over to become the next fashion frontline as the industry becomes more integrated with advanced technologies. For most of the industries 2020 has been disruptive, but behind the chaos, it was also a year where many emerged with new ideas and innovations, and certainly, technology is transforming the conception and distribution of fashion around the world. 2021 will be the year where digital tools will enable the retail industry to gear up for the future.”
For designer brands that already had a loyal customer base and worked well on
word of mouth recommendations, the latest marketing
strategy targets virtual communities and chat groups, where buyers can discuss the latest trends in beauty and
fashion
DIGITAL COMMUNITIES
Designer Poornima Vardhan, founder of 335 Bazaar, explains, “These days, the most impactful publicity for a brand is through word of mouth marketing, and with virtual communities, the discussion and review of latest products is super easy and quick. As more and more young people are drifting away from popular social media platforms, they look for alternative portals to discuss trends in fashion and beauty.”