When fashion meets innovation

Gurnaaz Kaur

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Industrialists and business leaders the world over are grappling with the Covid-19 pandemic. Fashion retail is no exception, as sales have plummeted by over 40 per cent. So, in a time like this, what is the future of the luxury segment? Some of the top Indian designers come on board to share their plans on how to navigate these troubled waters.

Celebrity designer Varun Bahl, who has 20 outlets in India, has opened his stores while strictly adhering to all the guidelines. However, in times of social distancing, he is putting in extra efforts by connecting virtually with clients through Zoom and Skype. “Right from updating clients on the status of their orders to taking measurements, styling and recommendations, we are regularly helping them solve their doubts from inside the comfort of their homes,” he says.

New route

Likewise, Abhinav Mishra, known for his bridal-wear line, is relying on e-commerce for staying active in business. “Our collection is up-to-date on our website and Instagram. Our stores have re-opened, but we are allowing entry by appointment only,” he says.

Digital is the way forward and a system is being put in place. Varun adds, “Exchange policy is yet to be worked out, but from now on the collection will be showcased virtually, not only in India but even for international couturiers.”

Virtual experience

Even Payal Khandwala is working on a one-of-its-kind virtual shopping experience, apart from functional stores, which includes a personal executive for each client and customised options. “There are 360 plus videos and images of products for showcasing the designs. Once the customer purchases something, the garment(s) is sealed in sanitised packages and delivered to them via a local contactless delivery service.”

She explains that the garments remain untouched for a minimum of 48 hours to ensure safety. And the return/exchange is applicable for 24 hours. As far as trial at stores is concerned, “Once a garment is tried, it is rotated and only goes back on the floor after 24 hours, so that no two customers try the same piece on the same day.”

For the future

There is always scope for learning and improving, says Payal, “Hopefully, fashion will rethink the excess we are accustomed to. Perhaps, we will all make a concerted effort to steer towards conscious consumption. Fewer collections every year, fewer fashion weeks… I think the future will be clothes that are timeless, minimal and practical. They will also support local artisans. This way we can buy less, buy better and wear them for longer.”