The E-Com­merce Buzz!

Apparel - - Contents -

A re­port on the e-com­merce boom

THE BIG­GEST AD­VAN­TAGE FOR RE­TAIL­ERS THROUGH SUCH POP-UPS IS THE REACH.

to­gether ran­domly. The organiser puts to­gether the care­fully cre­ated list and for the shop­per, it is a bo­nanza as it is pos­si­ble to get some ex­cel­lent prod­ucts un­der one roof. The fa­mil­iar­ity of the or­gan­is­ers with the prod­ucts, their clien­tele and con­sumers likely to visit makes it pos­si­ble to get a win­ning com­bi­na­tion. It can be called an ad­di­tional source of rev­enue. For up­com­ing de­sign­ers, it is an op­por­tu­nity to show­case their range and get cus­tomer feed­back be­fore tak­ing a plunge or putting money on a prod­uct. Sev­eral smaller mom-and-pop kind of brands use this route to fa­mil­iarise them­selves with the mar­ket and its nu­ances.

This con­cept is also ideal for those who don’t wish to in­vest in brick-and-mor­tar stores. Sev­eral

play­ers sell only through this route and just have a pres­ence on so­cial me­dia with a Face­book and In­sta­gram ac­count. Meet­ing them at their place of work or res­i­dence is lim­ited to the op­tion of ‘by ap­point­ment only’.

These pop-ups in In­dia are very pop­u­lar es­pe­cially in reach­ing out to the tier II towns. An es­tab­lished gar­ment or ac­ces­sory man­u­fac­turer might not have the re­sources to set up per­ma­nent shop in such an area, so cater­ing to them through pop-ups is a very lu­cra­tive op­tion. Cities like Jaipur, Chandigarh, Am­rit­sar and Coim­bat­ore thrive on these mar­kets. For the con­sumers, it is an op­tion to view brands from the big cities and shop at them rather than make a trip to the cities.

The big­gest ad­van­tage for re­tail­ers through such pop-ups is the reach. They can cater to cus­tomers across the coun­try with­out spend­ing big money. They can also know first-hand the re­ac­tion of the con­sumers to their prod­ucts. It is a com­par­a­tively in­ex­pen­sive way of sell­ing as com­pared to set­ting up brick-and-mor­tar shops. On­line, though a com­fort­able medium to sell, is dif­fi­cult in the case of prod­ucts like ap­parel, where feel­ing it and try­ing it on be­fore pur­chase is done. Also for wed­dings, it is not the bride or the bride­groom alone who shops; it is the en­tire fam­ily whose opin­ion is taken into ac­count be­fore the fi­nal pur­chases are made.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.