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D2C brands boost high-tech online shopping experience across India

 

D2C brands boost high tech online shopping experience across India

 

Every cloud has a silver lining and the rise of online shopping during the pandemic has proved just that. Direct-to-Consumer (DTC) companies are currently raking in profits like never before as a large number of customers used to the ease of online shopping, still prefer it over visiting physical stores. D2C companies specialize in selling products directly to the end consumer by cutting out middleman and this has completely transformed the online fashion industry in India.

Easy internet accessibility improves sales

With a consistent increase in internet accessibility with providers like Jio with their exceptional infrastructure and reasonable pricing, even rural customers have smart phones. With increased aspirations for a better lifestyle, over 42 per cent global consumers are spending notably more time browsing social media than before Covid times.

D2C brands are keeping authentic in-stock garments along with easy and quick home delivery courier service. These brands can deliver in remote locations as well as Tier II, III cities. This growth has also led to the establishment of various companies offering integrated services like delivery, logistics, and warehousing. These brands are able to easily gather valuable consumer data, which can be used in a faster feedback cycle and an in-depth understanding of customer preferences that can improve overall product and service development.

Smaller D2C fashion brands have an advantage over bigger ones as they can have a personalized product portfolio that has unique collections for different festivals, seasons, and geographical locations across India. For small independent brands, the online potential consumer is a huge unlimited market that can be lured to buy at little to no cost, unlike the reach of a physical store.

Focus on customized fits and improved mobile shopping

With focussed consumer targeting and intensive digital marketing, some D2C brands are crossing the $100 million a year revenue threshold which is a far cry from the $20 million/per year before Covid. However, the road to success is not of gilded gold as they need to overcome some of the biggest industry challenges, which include managing product content across various sales channels, sustainability issues, sophisticated customer relationship programs, and re-creating the in-store experience with online product videos, editorial images, and 360-degree product views. These include: hi-tech solutions for a personalized fashion experience with customized tailoring, bespoke fits, and more options to choose from in length and sleeves and catering to more customers with specific preferences.

As per a recent KPMG report, Fable Street, G.O.A.T. Brand Labs, Twenty Dresses, Bombay Shirt Company and Bombay Trooper are just a few of the over 800 D2C brands in India. This report has valued the segment at $44.6B in 2021 and projected to reach $100B by 2025. The way forward will require the brands to use more high-tech video commerce with the virtual world coming to the forefront while 5G and mobile shopping play a big role in facilitating live online purchases.

As competition gets more intense, DTC companies will also need to focus on keeping their prices at par and improving their quality and customer care to stand out from the regular brands sold at physical stores. Wellness and fitness apparel will be another important segment with a focus on sustainable packaging and recycled and environmentally friendly products. With customer retention and brand loyalty being the biggest challenge, DTC brands must concentrate on making their online shopping experience bigger and the best than many of their rivals in the actual world.

 
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