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Talking about the current trends in colors and styles, Barat states that young city folks who are fed up with being restricted to their homes are also turning to bright colors. “Whites are doing well in general since it is a symbol of purity and new beginnings. Earthy beiges and sky blue are also gaining momentum since these are colors that soothe and calm the mind. At the same time, young single city folks, the psychographic segment that is fed up with staying home and is raring to get back to the normal ways, are increasingly opting for bright reds and colorful prints. Also, more than styles, fits are become super important. Today, it is all about boxy, a tad bit oversized, comfortable, relaxed, light clothing,”Barat says.

Brands may follow standardized product strategy but at the same time, they may work upon adapted communication strategy to be able to create emotional connect with Indian consumers. For example, Shahrukh Khan and Ranbir Kapoor were signed as Tag Heuer’s brand ambassador in India to alleviate the brand appeal among Indians.

However, during this pandemic situation, wherein the physical stores are facing less footfalls due to the fear factor, we have strategized in such a way that we should get the maximum benefits through our offline stores as well. We have maintained all safety & hygiene standards as per the government guidelines at all our stores. In addition, we were also assertive on imparting online training for colleagues on Customer Service so that they provide the ultimate lifetime shopping experience.

We adopted technology and added an element of personalisation to it. We provided virtual consultations as well wherein customers remotely connected with our design consultants and viewed designs or gemstones, discussed options and had all their queries answered, all from the comfort of their homes. The other effort that we brought into action was that the gemstones and jewelry were properly sterilized in UV sanitization box before shipping. Also, during product packaging and pooja energization, all COVID-19 protocols were put into place to ensure contactless delivery of products. Also, we made sure that only the online payment mechanism was used during that period.

Key Highlights:

Michael Chu, Co-CEO of L Catterton said, “We look forward to partnering with the exceptional management team and the Birkenstock family, as well as our longtime partner Bernard Arnault in one of the most iconic and well-regarded brands in this industry. We are confident that L Catterton’s unique capabilities and our global platform and network will provide Birkenstock not only with new opportunities, but the resources to support the continued growth in the brand and the business.”

Give importance to traditions such as wedding and handcrafted jewellery for special occasions

IMAGES Retail spoke to Farah Malik Bhanji, MD, Metro Brands Ltd, to find out how she led the change in a crisis year with the way she managed her company, integrated technology in the workspace and let consumers be the voice of the brand.

Anand Narang, VP-Marketing, Bata India Limited said: “We are happy to have Kartik Aaryan on board as our new ambassador. At Bata, we have been transforming the brand by making our stores more inviting & changing our portfolio to have more casuals, sneaker & fashion styles to attract more millennials. Kartik with his positive energy and easy-going approach relates very well with the youth today. Our association with Kartik will help in further strengthening our connection with the youth and bringing to fore our younger brands like Bata Red Label, North Star, Power & Hush Puppies.”

We focused on solutions that could meet the need of the hour, whether it was through our collections or various channels to reach out to the customers, thus making the brand more relevant. We were quick to anticipate the demand for comfort, home wear and casual wear. We also saw a spike in active wear.  We had split out strategy into three stages: Forming, Norming and Storming.

The brand has not reached pre-COVID levels, in terms of sales one of the biggest reasons is that airports which account for a significant part of the turnover are still suffering very badly. The airports have still barely reached 50 percent of the turnover of last year, whereas the malls stores are around 80 percent. It will take us time to get back on our feet, but we’re almost coming back to normal.

VF Corporation, owner of brands including The North Face, Timberland and Vans, most recently outlined a series of new sustainable packaging goals, among which is a pledge to eliminate all single-use plastic packaging, including polybags, by 2025.

Have you launched any innovative consumer experiences over the pandemic period?

Easybuy will reach its fastest 100 stores in FY21 and by 2023, we would be 200 stores strong in over 100 Cities. We will also firmly strengthen its digital presence through a meaningful omni-journey, thereby enabling Neo-India experience Super Styles. I firmly believe that we will not only transform the value-fashion industry, but touch the very aspiration of Neo-India, by making quality fashion affordable for everyone

According to Chotrani, the supply chain and the backend are still not as agile as they need to be for e-commerce. Also, many companies still stack the internal capabilities to execute an Omnichannel strategy.

Spread over 2000 sq. ft., the new adidas Originals store is an ideal one-stop-shop destination for the northern region’s sneakerheads, street style enthusiasts, fashion forward millennials and Gen-Z.

The pandemic has been a once-in-a-lifetime test of business continuity planning for retail businesses across the globe. Even when things have stabilized to an extent and economies are gradually opening up, the industry is being confronted by a hard question – what’s next? With little to no revenue in sight for months, brands and retailers turned to those who they have always looked upon to lead them when the going gets tough – their CEOs.

New Channels of distribution – online, Omnichannel

Kalyan Jewellers raised Rs 351.89 crore from anchor investors aheadof its Rs 1,175-crore initial public offering which opens for subscription.

Comfort has always been a desired attribute. The tag of ‘comfort’, however, has always implied something that isn’t fashionable. But now is the time, more than ever, that brands need to blend fashion with comfort and maybe spell it out, since the consumer has experienced and lived with it for a significant time. This is an area where most brands promoting or marketing merchandise solely on comfort or fashion will be challenged as being fashion-ahead in style and being perceived as comfortable in fit is not that easy and requires a lot to be done.

Adding to the frenzy, every shopper, till 8th March 2021, has won a chance to participate in a raffle and win exciting merchandise. The brand also planned a stirring activation to mark International Women’s Day with the loyal women brand friends and city’s fashionistas. The new store got every Originals’ fan, fashion lover, shopper and consumer at the mall kicked up as they shopped the latest collection in full glory.

Growth Drivers

As a young brand, Myntra has been addressing the need of sustainability through products of its own brands, supply chain machinery and through the platform where demand and supply meet with respect to sustainability. “For most of our brands, we have developed sustainable capsules like waterless or dye-less. We have also shifted to sustainable rayon, recyclable labels, and starting this year we are going for BCI, the largest cotton sustainability programme in the world,” elucidates Neetu Jotwani, Vice President, Sourcing /Product/Business, Myntra Jabong India Pvt. Ltd.

Life is full of surprises and we do face similar kind of challenges now and then in both personal and professional areas. These challenges are part of life, especially when you are on a growth trajectory. Through this ongoing pandemic, I have learnt that what pays off well during tough times is resilience and perseverance. It might take some time, but it certainly delivers. With this approach, we have managed to sail through these tough times while ensuring the safety and providing the maximum benefits to our customers, partners & employees.

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