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
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.