The e-commerce retailers who were looking forward to the delivery of non-essential items during the lockdown are facing huge disappointment after the government revoked the order. They are trying out new methods to stay in the field.
The period of lockdown is proving to be a great stress for fashion retailers. Along with maintaining the sales they also have the responsibility to keep their customers engaged. Staying silent can gradually decrease their presence in the minds of the customers. Therefore, each one is trying their level best to stay alive and fresh in the customer’s mind.
Fashion brands are bringing up unique content to keep the customer’s movement constant on their website. However, coming up with creative content every time remains a hurdle in this initiative.
Myntra that started a virtual fashion event to engage the customers is also trying its hands on different entertaining methods to keep the customers engaged and promote shopping from their website. Myntra has gone the extra mile to spread the message of “stay home stay safe”. The fashion portal offers a range of games to its customers. In addition to that, Myntra has also unveiled M-Studio, which is an original fashion content destination. Myntra studio keeps the customers engrossed in brand stories, fashion hacks, celeb styles, etc. The site, however, does not lose its grip on its essence “fashion” and relates everything with it.
Tjori, a famous website selling clothes and accessories is indulging in heavy discounting to promote sales during the lockdown. The brand is promising to deliver the orders once the lockdown is lifted. Many online retailers are also following suit. Tipsyfly, another fashion accessories platform has started selling its inventory on sale. The website also flashes the message “the sale we never thought we’d have and hope to never have again”. The sale is live on their website with no current deadline.
Lockdown has given people enough time to introspect and change their usual habits. People are gradually pivoting toward an online shopping mode. Influenced by this, the myriad fashion brand has started expanding its presence on online platforms. Brands are spending time and money to understand consumer behavior post lockdown so that they can act accordingly.
Acquist Marketing & Information Solutions director Ipsita Guha, who finds shopping to be a stressbuster, said she would stick to online shopping for the next three months for her favorite brands like Ritu Kumar, Mango, and Zara. “I will not go to shopping outlets and malls immediately,” Guha said.
Fashion house Anita Dongre is also brainstorming on how the customers would react to shopping in brick and mortar stores. The fear of trying out the garment that might have been touched by many would evolve immensely shoppers. Kavindra Mishra, the CEO of fashion and apparel brand Anita Dongre, is spending his time brainstorming how will its stores enable secure garment trials for customers once the lockdown ends.
Mishra said there would be a significant shift in consumer behavior with online channels attracting more buyers not just for discount shopping but for full-priced, even high-end, merchandise. “People will be more confident about shopping online. Fresh merchandise cart will sell online more, and that will be a big change,” said Mishra.`
Retailers who are currently diving in deep waters are eagerly waiting for the lockdown to get over. The impact on the industry has been huge and is said to gain momentum only after a period of 6 months.