Founder & CEO, Fable Street
a brand does not have direct access, for one. Also, with e-commerce we can forecast where fashion is moving and what will be in demand in the coming season. The best part is that, the youth of today, who has emerged as one of the main consumer forces in the recent years, banks heavily on e-commerce. It is but only natural, as it not only saves time but also provides more options and promises easy doorstep delivery,” asserts Mehul Shanghvi, Director, Toyo.
The Foreign Invasion
India’s promising consumer ecosystem, over the past few years, has opened its gate to some of the biggest brands in the women’s wear world and their success has continually enticed others to explore the opportunities in the calmer Indian waters. Especially in a country like India that harbours an innate propensity towards ‘foreign goods’, this phenomenon has definitely changed the market dynamics and has compelled domestic brands to ante up their standards.
“In last few years, global fashion brands are on an expansion spree in India – both online and offline. This increases the competition for domestic brands but also offers the similar opportunity to the brand to make its headway in other geographies. Ultimately it depends upon the product, how it stands out and how its serving its purpose in overall need gap,” adds Ena Bansal, Chief Digital Strategist, Vajor.
The Advent of Fast Fashion
The traditional model of four fashion seasons in a year is now a passé; fast