Heal the World

Apparel - - Contents -

Ex­plor­ing the sus­tain­able con­cept of self­heal­ing fab­rics de­rived from squid genes

Kasera, though, seems to have a dif­fer­ent ex­pe­ri­ence. “In the on­line mar­ket, the de­mand is more for ca­sual wear and semi-for­mal clothes. Peo­ple are still not very con­fi­dent in buy­ing heavy oc­ca­sion wear through e-com­merce sites. In In­dia, there is de­mand from most of the ma­jor met­ros, but peo­ple from smaller towns rely on the e-com­merce web­sites as they have less ac­ces­si­bil­ity to the multi-de­signer stores.”


Every story has its con­flict point. Is this easy ac­cess to fash­ion detri­men­tal in any way?

Ya­dav says, “E-com­merce brings a lot of risks to the fash­ion in­dus­try as from the very start, it re­quires a large flow of cap­i­tal in set­ting up an on­line store and the man­u­fac­tur­ing units, mar­ket­ing, buy­ing the soft­ware ap­pli­ca­tions, and em­ploy­ing tech-savvy re­sources. Most im­por­tantly, the suc­cess of an on­line fash­ion brand is not guar­an­teed be­cause of the cut­ting-edge com­pe­ti­tion in the on­line mar­ket­place. The brands have to take up the risks and in­vest a lot in re­search and anal­y­sis to pre­cisely tar­get po­ten­tial cus­tomers, with­out com­pro­mis­ing on the qual­ity of prod­ucts. This makes many small on­line play­ers of­fer cheap fash­ion on­line to at­tract more cus­tomers. This fur­ther in­curs a great loss to the big brands.”

As a player who started with lim­ited seed fund­ing, she opines, “No doubt, the mar­ket is dy­namic and ever-evolv­ing with the dis­rup­tion brought in by dig­i­tal tech­nolo­gies and the chang­ing cus­tomers’ in­ter­ests. The new­bies in the mar­ket should be ex­tra cau­tious when it comes to in­vest­ing seed cap­i­tal and should go for cost-cut­ting wher­ever and when­ever ap­pli­ca­ble. How­ever, the qual­ity of of­fer­ings should not be com­pro­mised at all. In­stead, they should in­vest much of their fi­nan­cial and hu­man re­sources in bring­ing unique prod­ucts into the mar­ket, even­tu­ally out­run­ning the com­peti­tors. For this, close com­mu­ni­ca­tion with the tar­get cus­tomers is es­sen­tial.”


Kasera says, “The gar­ment in­dus­try has seen a big boom through e-com­merce and it is still grow­ing. There is a huge mar­ket which can be tapped with the in­crease in e-com­merce, thus giv­ing more busi­ness to the de­sign­ers. Cus­tomers are be­com­ing more con­fi­dent now in or­der­ing on­line due to the good cus­tomer ser­vice of­fered by web­sites.”

Ya­dav sums up, “The lat­est tech­nolo­gies like Big Data and Vir­tual Re­al­ity will be dis­rupt­ing fash­ion e-com­merce in the next few years. The brands need to have rel­e­vant cus­tomer data and in­sights in or­der to cus­tomise their of­fer­ings and bet­ter tar­get mar­ket­ing cam­paigns, and Big Data will pro­vide im­mense sup­port to the on­line fash­ion brands in these as­pects. More­over, whether the item pur­chased on­line will feel the same as it looked ear­lier re­mains a con­cern for the shop­pers. To tackle this, on­line fash­ion brands and e-com­merce play­ers are heav­ily in­vest­ing in vir­tual fit­ting rooms, al­low­ing their cus­tomers to vi­su­alise their clothes with a vir­tual try-on ex­pe­ri­ence be­fore buy­ing.”

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