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Ganesh Subramaniam, Founder, Stylumia

retailer will be to regulate traffic to its popular stores while adhering to social distancing norms. Kavindra Mishra, MD and CEO, House of Anita Dongre also confirmed that they are getting customers to shop by appointment. “I don’t think the e-model will on work on heavy expense garments, which are made to measure. I don’t think the technology is 100 percent there yet,” Mishra said. Instead, the company wants to get into live streaming for sales.

– Crowd management in stores to ensure smooth functioning

On the overall impact of the COVID-19 pandemic and the cancellation of events like Wimbledon tennis championships this year, Goenka said, “Wimbledon has been cancelled but the kind of commitment that Wimbledon has, they are taking all our stock and they are meeting all our targets. What they have committed to, they have taken that.”

Even now, our strategy will revolve around listening to the unsaid need of the consumer and providing them cutting edge, innovative and locally manufactured products for all their needs, as well as being vocal about the same through our in-store and digital campaigns.

– Shirin Mann, Founder & Creative Head, Needledust

BIBA has opened stores in over 40 cities including Bangalore, Hyderabad, Delhi, Chennai, Guwahati and Patna among others. With the government allowing the reopening of shopping malls, few more stores are expected to open later this month.

Omnichannel

Inditex said it would invest 900 million euros a year in the next three years to accelerate its strategy of focusing on large stores in prime shopping areas and in its online business.

CaaStle is one of Fast Company’s World’s Most Innovative Companies list for 2019 for powering clothing as a service for traditional retailers. Brands that have hitherto joined forces with this unique subscription model include Ann Taylor, Rebecca Taylor, New York and Company, Gwynniw Bee, Vince., Express, American Eagle, Haverdash, Fashion to Figure, banana Republic, Scotch&Soda, Bloomingdales and Loft.3ThredUp A new trend that has emerged lately in global fashion discussions is reselling. Although mainstream adoption is expected to happen overtime, like with any emerging trend, resale has registered an overwhelming response among millennials and Gen Z consumers, who have been adopting secondhand 2.5x faster than other age groups.

Bijou Kurien highlighted how the pandemic has ‘reset values’ which in turn has changed the key motivational aspects for luxury fashion consumption. “Today, simple living and simple joys of life has become the new mantra of living. Luxury suddenly seems meaningless! How are luxury brands looking at this?” he asked.

With the current visibility, the previous season (SS20) ended in a very short span. It is predicted that the market will see early EOSS to free up working capital. We are also focusing on managing working capital – inventory in a feasible way which gives us and our partners leverage to deal with the situation. Fortunately, the season in India remains the same till late October, giving us ample extension to push our collections and liquidate stock. We all feel that the festive season will be normal and we would see some customer sentiment coming back.

Like most of the retailers worldwide and in India, Ayesha Accessories is also making a strong effort in pushing its omnichannel capabilities to sell. “Our e-commerce site is being revamped and we are projecting a 300 to 400 percent increase in sales through e-commerce within the next 12 months,” said Kapur.

Due to the ongoing lockdown they do not have any other source of livelihood, he said in a statement shared with PTI.

“We are all trying to fathom how to maneuver in this uncertainty and what the future holds for us all. This are very precarious times and even established brands across the world are seen struggling for survival. From Louis Vuitton making masks and Bvlgari venturing into making sanitizers to Bentley attempting to make ventilators, luxury companies are being forced to repurposed themselves and adapt to the new reality,” stated Bijou Kurien.

Expressing concern that the overseas clients may shift to companies operating in China, Bangladesh, Vietnam, Sri Lanka, he said, “once the clients move out to other nations, it will be extremely difficult to bring them back…”

Like most of the retailers worldwide and in India, Ayesha Accessories is also making a strong effort in pushing its omnichannel capabilities to sell. “Our e-commerce site is being revamped and we are projecting a 300 to 400 percent increase in sales through e-commerce within the next 12 months,” said Kapur.

Given the current scenario of the fashion and lifestyle category, adapting to the ‘new normal’ is the need of the hour. Being a market leader in innovation and excellence, the Donear Group, using NEO TECH® technology, has conceived products that are high quality, utilitarian and have a shield against bacteria and viruses alike.

Abdullah Abo Mihim, Programme Leader, MA Fashion Business, Istituto Marangoni, London

Among potential opportunities, experts believe that COVID-19 crisis has given great impetus to convergence, collaboration and co-creation. “We should acknowledge our strengths and should focus on partnering by utilizing others’ business acumen. If there is an opportunity in terms of resources and space, then retailers must coordinate and collaborate. I for one would not mind collaborating with new categories like medicine, beauty, wellness or even salons, which will enhance services at my stores. It is the time to accelerate collaboration over competition,” says Lalit Agarwal, CMD, V-Mart Retail.

BIBA has opened stores in over 40 cities including Bangalore, Hyderabad, Delhi, Chennai, Guwahati and Patna among others. With the government allowing the reopening of shopping malls, few more stores are expected to open later this month.

Marketing Channels

When cities went under lockdowns, it was the nonessential items businesses which were forced to temporarily shutter shop, the worst hit by the pandemic. The supply chain too suffered with the closure of retail units. One of the worst hit sectors during the lockdown was fashion retail. Clothes became non-essential items in a world where everyone was working from home and meeting friends and family virtually in a bid to comply with the social distancing norms associated with keeping COVID-19 at bay.

Amplify Your Digital Capabilities: Digital is not only becoming the primary sales channel post the pandemic; it can aid brands and retailers manage costs better, bolster efficiency across the value chain better and help respond to consumer requirements way faster and cheaper. E.g., it can open doors to new logistics and sales-fulfillment alternatives like click-and-collect or drive-through and aid brands with creative ways of customer acquisition. And the biggest advantage will be data — that brands and retailers can analyze to gauze the pulse of the market and increase conversion.

Kashyap concludes: “Trends such as sustainability and eco awareness will shape the future. More gender sensitization, female empowerment, sense of inclusivity irrespective of color, race, religion, body type will play an important role as awareness related to these issues grow. Technology will have its own role in shaping the market — smart fabrics and alternative categories such as athleisure personal care products etc. create opportunities for retailers to catch customers’ attention.”