Digitalization is the new trend in apparel retailing as the new generation is more adapted to electronic devices such as mobiles phones, tablets and laptops for shopping. Several apparel retailers worldwide are focusing on digital platforms for marketing because of its wide coverage.
Some of the examples of digitalization are the increasing number of e-commerce platforms and on-air retailing in clothing sector including HomeShop18, Styletag.com, etc.
Speaking to fibre2fashion, Mr. Sundeep Malhotra, founder and CEO of HomeShop18, the first ever on-air retail shop in India, said, “Five years ago when we set up India’s first TV home shopping channel it was difficult for us to get good brands onboard. Over these few years, we have seen a change in the perception and acceptability of virtual shopping in the country.”
“Today we have over 450 brands and our company is the largest retailer in the country for a number of leading premium apparel and other brands,” he informs.
Mr. Sanjay Shroff, founder, director and CEO of Styletag.com says, “As the new generation in getting more tech savvy, the traditional marketing tools are losing their impact. So we have to be on our toes and constantly think of new ways of engaging our customers.”
According to the industry representatives, digitalization creates a room for global marketing while reducing the expense of real estate.
Talking about the prospects of digital platform in promoting garment brands, Mr. Malhotra says, “On-air garment retail is set to become even bigger in the coming years. TV gives the opportunity to see the product and become aware of its unique features. The apparel category is showing high growth trajectory and shoppers are becoming more comfortable with buying apparel on air.”
Echoing him, Mr. Shroff, says, “Digital and social media becomes an important tool in promoting clothes as it creates some noise on networking sites, get the word-of-mouth out, get people to test the product to know how good it is,”
“Constant innovation is the life of online ventures and it is a new medium. It requires new representations as digital virality is the new mantra,” he concludes.