Indyverse was conceived to offer an immersive experience in fashion
Indyverse is a pioneering fashion platform dedicated to reshaping the landscape of fashion styling by integrating global culture. The company specialises in personalised fashion, offering everything from virtual styling sessions to doorstep makeovers, ensuring that a person’s style story is uniquely theirs, one occasion at a time. Speaking to Fibre2Fashion, Co-founders Ravineet Singh explains how technology is changing fashion, and what sets their platform apart from others.
What global fashion trends are you currently observing, and how are they impacting the industry at large?
Currently, the global fashion industry is experiencing dynamic trends, significantly influencing its landscape. A key strategy adopted by some fashion brands is the introduction of weekly new product drops. This approach aims to retain customers by consistently offering fresh and unique items, recognising that fashion preferences are continually evolving. Unlike food, where consumers might seek the same enjoyable experience repeatedly, fashion demands novelty and diversity.
This tactic of frequent new releases caters to the desire for something different and helps in attracting both repeat and new customers. By continuously updating their collections with contributions from various designers, these brands maintain a strong appeal and relevance in the ever-changing fashion world. This approach not only enhances customer engagement but also broadens the brand’s reach and appeal, drawing in new audiences eager for the latest fashion trends.
With the growing emphasis on sustainability, how are fashion brands integrating eco-friendly practices and materials into their products?
With an increasing focus on sustainability, fashion brands are adopting eco-friendly practices and integrating sustainable materials into their products. Many brands are prioritising organic and green initiatives, but there is also a growing interest in leveraging digital and virtual technologies to reduce environmental impact.
A key observation is that people often seek new clothing for content creation, particularly for social media platforms like Instagram and Facebook. This trend is driving the idea that virtual or augmented reality could offer an innovative solution. By using digital technologies to virtually ‘map’ clothing onto their bodies, individuals can showcase different styles without the need for physical garments. This approach could lead to a significant reduction in clothing production and waste, thus benefiting the environment.
From a business perspective, this shift towards digital content/product creation not only opens new revenue streams but also aligns with eco-friendly objectives. By encouraging the use of digital means for content creation, fashion brands can contribute to environmental sustainability while still meeting consumer demands for new and diverse fashion experiences. This strategy represents a convergence of technological innovation and sustainable practices in the fashion industry.
How do you see the intersection of technology and fashion evolving in the next five years, and what key trends should we expect?
In the next five years, the intersection of technology and fashion is expected to evolve dramatically, driven by several key trends. Social media has already revolutionised shopping behaviours, with technology capturing and analysing consumer preferences and behaviours. This integration of data science into fashion highlights the growing influence of technology in understanding and predicting customer interests.
Artificial Intelligence (AI) is another major player. We are witnessing the rise of virtual influencers and immersive avatar experiences, which are reshaping the online presence and shopping experiences in fashion. This trend is moving towards a 3D future, where traditional websites may become obsolete, replaced by mobile-driven 3D experiences. This shift aligns with the advancements in Web 3.0 technologies.
Retail spaces are also adapting, with technologies like virtual mirrors in malls allowing shoppers to see how they would look in different outfits without physically trying them on. While Augmented Reality (AR) is still developing, it is gradually becoming more immersive and integral to the fashion shopping experience.
For marketplaces like ours, the focus is on creating a 3D platform that supports this new digital ecosystem. Virtual influencers are emerging as a novel concept, attracting celebrities and designers who are eager to establish their presence in this new domain. This platform offers a first-mover advantage to designers, allowing them to convert their real-life designs into 3D, enhancing their authenticity.
Another significant aspect is the integration of blockchain technology, which promises to revolutionise intellectual property rights management through Non-Fungible Tokens (NFTs). Our 3D platform incorporates this feature, ensuring a secure and authenticated experience.
Overall, beyond specific trends, sustainability remains a central theme, gaining increasing importance in the fashion industry. This focus on sustainability is not just a trend but a long-term shift towards more environmentally responsible practices in fashion, influenced and supported by technological advancements.
How did the idea for the Indyverse come about? What inspired its creation?
The concept for the Indyverse originated from recognising a significant gap in personalised fashion services in India and globally. Having worked with prestigious global brands, including Audi, Porsche, Armani, and Fendi, as well as collaborating with various Indian designers, our group identified that consumers were missing something crucial in the realm of personalised fashion, which was not being addressed by other brands.
Our primary goal was to create a platform offering an immersive experience in fashion. This vision materialised through multiple avenues: first, by introducing 3D fashion as a key component of our endeavours, allowing for a more interactive and engaging way to experience fashion. Second, we focused on providing styling services, either by meeting clients in person or offering doorstep services, ensuring a tailored approach to their fashion needs. Finally, another critical element of our vision was establishing an e-commerce wing, further enhancing the accessibility and convenience for consumers.
In essence, Indyverse was conceived to offer an immersive experience and create a unique ecosystem of fashion that did not exist in the market, setting it apart from other brands.
Can you explain about the phygital (physical + digital) experience the company offers and how it enhances the customer shopping journey?
The phygital (physical + digital) experience offered by our company is a blend of in-person and online services designed to transform the customer’s shopping journey. Here’s how we enhance this experience:
Physical Interaction: We emphasise a direct, physical engagement with our customers. This involves reaching out to consumers and transforming their lifestyle in terms of fashion through bespoke styling services. This hands-on approach ensures that we understand and cater to the individual fashion needs of each customer, providing a highly personalised experience.
E-commerce Integration: Alongside our physical services, we offer a digital platform where customers can conveniently order products online. This aspect of our service ensures accessibility and convenience, allowing customers to receive their fashion choices at their homes or desired locations.
3D Fashion Platform and Metaverse Integration: Looking towards the future of fashion, we are embracing Web 3.0 and metaverse concepts. We have developed a 3D fashion platform within the Indyverse, where we create digital assets of the products available on our e-commerce site. This innovative approach sets us apart as the only brand in India currently doing this, following in the footsteps of global giants like Louis Vuitton, Gucci, and Burberry. These brands are transforming their inventories into 3D assets, a trend we are adopting and adapting for the Indian market.
By combining these elements, we offer a unique phygital experience that is both immersive and forward-thinking, blending the best of physical and digital worlds. This approach not only enhances the customer shopping journey but also aligns with the evolving landscape of fashion in the digital age.
How do you integrate cutting-edge technologies like AR and 3D fashion into your platform?
Integrating cutting-edge technologies like AR and 3D fashion into the Indyverse platform has been a challenging yet rewarding journey. We have achieved this by:
Avatar Creation: At the core of our immersive experience is the ability for users to create personalised avatars. These avatars are not just generic models; they can be customised to have the user’s own facial features and body size. This level of personalisation is unique to our platform and enhances the user experience significantly.
Interactive Avatars: Beyond mere visual representation, these avatars can interact with each other, akin to a virtual meeting space. This interaction is not limited to basic communication; it mirrors the complexities of real-life interactions, making the experience more engaging and lifelike.
Virtual Receptionists: We have also introduced virtual avatars that act as receptionists in our metaverse platform, guiding users through their experience and offering assistance, much like in a physical store.
3D Fashion and Jewellery Assets: To make the platform more intuitive and interactive, we have created 3D assets of clothing and jewellery that users can explore and purchase. This feature allows users to visualise products in a more detailed and realistic manner.
Virtual Fashion Shows and Events: We have extended our platform’s capabilities to host virtual events, such as fashion shows and even weddings. For example, we have successfully conducted a virtual wedding where the attire sold to the couple was converted into 3D models, and avatars of the bride, groom, and key relatives were created to participate in the ceremony. This innovation is a first in India, following similar events in the US.
Capacity for Multiple Avatars: Our platform can support up to 35-40 avatars in a single session, allowing a significant number of people to participate in virtual events simultaneously.
This integration of AI, AR, and 3D technologies into the Indyverse platform provides a rich, interactive, and highly immersive experience that sets us apart in the realm of digital fashion. It is not just about showcasing products but about creating a dynamic and engaging virtual space where users can interact, explore, and experience fashion in a novel way.
What strategies do you employ to ensure hyper-personalisation in styling services for each customer?
To ensure hyper-personalisation in our styling services for each customer, we employ a multi-faceted strategy:
Understanding Consumer Readiness: The first step involves gauging whether consumers are receptive to personalised styling services. In metropolitan areas, we observed a significant interest among the urban crowd, largely influenced by social media platforms like Instagram. Seeing celebrities receive personalised styling has sparked a desire in these consumers to experience similar services. Our approach is to educate them on how to optimally use their existing wardrobes, including clothes, accessories, and jewellery, in ways they had not considered before.
Expanding to Tier 2 and Tier 3 Cities: In smaller cities, personalised styling is more of a novelty, as access to designers and styling concepts is limited. Indyverse fills this gap by providing services previously unavailable to them. This expansion strategy taps into a market segment that is eager for fashion guidance and expertise.
Leveraging Manpower: With the rise of social media platforms like Instagram and TikTok, there has been a surge in interest among fashion design students to specialise in styling. This trend has created a talent pool of young, enthusiastic individuals eager to enter this field. By tapping into this resource, we have been able to build a team of skilled stylists who are in tune with the latest fashion trends and consumer preferences.
Implementing Advanced Technology: Effective communication between the consumer, the stylist, and the company is crucial. We utilise technology to facilitate clear and efficient interactions, ensuring that customer preferences and stylist recommendations are seamlessly integrated. This approach has been key in scaling our business and creating a niche in the market that other fashion startups or companies have not been able to replicate.
These strategies – understanding consumer behaviour, expanding our reach, employing skilled manpower, and using technology effectively – are the cornerstones of our approach to providing hyper-personalised styling services. This holistic strategy allows us to cater uniquely to each customer, setting Indyverse apart in the fashion industry.
With customers in over 10 countries, how do you cater to the diverse fashion needs of a global audience?
To cater to the diverse fashion needs of our global audience, we have implemented a strategy focused on establishing a broad and inclusive range of fashion suppliers. Here’s how we achieve this:
Global Fashion Suppliers: Recognising the need for a diverse range of fashion offerings to appeal to customers worldwide, we first focused on partnering with global fashion suppliers. This step was crucial to ensure that we could cater to various styles, preferences, and cultural fashion requirements.
Diverse Brand Partnerships: We began by collaborating with key brands such as Falguni Shane Peacock, and Farah Khan Ali. Building on this foundation, we expanded our brand portfolio to include over 300 additional brands. This expansion significantly increased our capacity to offer a wide variety of fashion products.
Extensive Product Categories: Our platform boasts over 70 different categories, ranging from swimwear to traditional clothing. This extensive variety ensures that we can cater to the tastes and needs of a diverse customer base, including Gen Z, millennials, and older generations.
Adapting to Market Needs: Being a global fashion e-commerce platform, we constantly adapt to the evolving needs and preferences of different markets. Our approach is not just about having a wide range of products but also about understanding and responding to the unique cultural and fashion trends in each country we serve.
By focusing on these strategies, we successfully address the varied and nuanced fashion needs of customers across more than 10 countries. Our commitment to offering a broad range of products and brands, coupled with our understanding of global fashion trends, enables us to be a versatile and inclusive marketplace for fashion consumers worldwide.
Can you share insights into your partnerships with Indian fashion icons Falguni Shane Peacock and Farah Khan Ali?
Our partnerships with Indian fashion icons Falguni Shane Peacock and Farah Khan Ali are fundamental to the ethos and success of Indyverse. These partnerships have shaped our platform and offerings by:
Community Building: The foremost aspect of our collaboration with Falguni Shane Peacock and Farah Khan Ali is centred on community building. These partnerships are not just business alliances but are integral to fostering a sense of community around our brand. These fashion icons serve as mentors and advisors, adding a layer of authenticity and trust to our platform. This is crucial, especially in the early stages of brand development.
Authenticity and Trust: Bringing these prominent figures on board has significantly enhanced the brand’s credibility. In our experience with previous ventures, we have observed how the association with well-known personalities can leverage consumer confidence and attract investors and other stakeholders. This trust and authenticity are vital for a brand like ours that is associated with luxury and bespoke services.
Commitment to Quality: Our partnership with these icons is also a testament to our commitment to providing top-notch services. It reassures our customers that they are receiving the best in terms of styling and fashion expertise. This level of assurance is essential for building long-term customer relationships.
Enhancing Consumer Experience: Beyond the initial styling services, we aim to elevate the consumer experience by introducing them to our 3D fashion platform. This approach offers an immersive fashion experience, which is a relatively new concept in India. Our aim is to be at the forefront of this innovation, setting a trend that aligns with global fashion movements.
Acceptance in the Fashion Community: The acceptance and recognition we have received from the fashion fraternity are largely attributable to these partnerships. Being associated with such esteemed names in the industry has positioned us favourably in the market and has been instrumental in gaining the trust of a wider audience.
Overall, our collaborations with Falguni Shane Peacock and Farah Khan Ali have been pivotal in establishing Indyverse as a trusted, innovative, and leading player in the Indian fashion industry, marking our presence not just locally but also on a global scale.
Indyverse boasts a remarkable customer retention rate. What do you attribute this success to?
The remarkable customer retention rate of Indyverse can be attributed to several key factors that we prioritise in our business model:
Emphasis on Customer Service: We firmly believe that exceptional customer service is paramount. Being readily available and responsive to customer needs is a fundamental aspect of our approach.
Commitment to Quality: We place a strong emphasis on the quality of our products and services. This commitment ensures that customers consistently receive items and experiences that meet or exceed their expectations, fostering trust and satisfaction.
Maintaining Commitments: Keeping our promises to customers is crucial. Whether it is about product delivery, the quality of goods, or the overall shopping experience, ensuring that we fulfil our commitments is key to building and maintaining customer trust.
Exclusive Experiences: Providing exclusive and unique experiences is a significant part of our strategy. By offering services and products that are not readily available elsewhere, we create a sense of uniqueness and exclusivity that appeals to our customers.
Long-Term Relationship Building: Instead of short-term strategies like heavy discounting or freebies, we focus on building long-term relationships with our customers. This approach involves offering a variety of services that add value over time, thereby establishing a lasting connection with our customers.
What are the future plans for Indyverse, especially in terms of expanding your reach and services?
Our future plans for Indyverse are centred around a strategic global expansion, particularly targeting the Middle East and the United States. After establishing a strong presence in India, including in major metros and tier 2 and tier 3 cities, our next step is to expand into the Middle East. This region holds significant potential due to its vibrant market and affinity for luxury and bespoke fashion services.
Secondly, the United States represents a key target in our global expansion plan. The significant Indian diaspora in the US, coupled with the new generation’s access to credit cards and information, makes it an ideal market for our unique styling services and fashion products.
Our aim is to appeal to a global audience, including non-Indian customers, by offering unique and exclusive fashion experiences that are currently unavailable in these markets. For the purpose, we intend to continue our innovative approach to fashion, offering something different and unique to each market. Our focus will remain on providing bespoke services and immersive fashion experiences that set us apart from other brands.
Our goal is not just to expand geographically but also to establish ourselves as leaders in the global fashion industry. We aim to be recognised for our unique offerings and for setting new trends in fashion. Therefore, we view expansion as an opportunity for continuous growth and learning. As we move into new markets, we will adapt and evolve our services to meet the specific needs and preferences of each region.
We are excited about this new chapter for Indyverse and are confident that our innovative approach will resonate with customers worldwide.
