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Popular women’s ethnic wear brand BIBA started operations by reopening over 150 stores across India. Through these stores – some functioning on alternate days – BIBA is slowly coming alive after a lull of over 50 days due to the nationwide lockdown.
The relaxation in lockdown rules has come as a respite for retailers as sales stood at nil since the beginning of the first phase of lockdown. While businesses are gradually opening up offline and online/e-commerce too has started off now. BIBA will primarily focus to get maximum business going through e-commerce as it provides the convenience of contactless delivery.
BIBA’s loyal customers are elated with the reopening of stores in their localities and to provide them hassle-free service, their trusted brand is working out all measures to ensure that work is organized and safety is not compromised upon. BIBA is putting its best foot forward towards finding the right solutions for its customers and wants to leverage this opportunity to slowly revive the customers’ trust in offline shopping.
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.
BIBA is strictly following the advice of government health authorities and introducing a wide variety of measures to minimize the impact on public health. BIBA has taken the following preventive measures to ensure the safety of its customers as well as the staff:
– Crowd management in stores to ensure smooth functioning
– Cleaning and disinfecting stores at regular intervals
– Disinfection of washrooms every time they are used apart from sanitizing washroom fittings and other exposed surface areas at regular intervals
– Trial rooms are disinfected with spray pre and post each customer trial; similarly, garments are steam ironed pre and post each trial
– Provision of touchless cash points while encouraging contactless payments
– Social distancing and face masks are mandatory
– Regular sanitization of stores/outlets and disinfecting all touchpoints, ensuring that all the fixtures, door handles, handrails, and POS are cleaned at regular intervals
– Hand sanitizers at the entry/exit points and billing areas in the stores
Siddharth Bindra, Managing Director, BIBA said, “We have a lot of loyal customers who absolutely love shopping from BIBA and we are delighted to serve them once again with the reopening of our stores. We hope to meet the current needs of all our customers and quickly bounce back to the pre-COVID-19 business. The south market has always been welcoming to us and we are sure that reopening of stores will be cherished by our patrons, though, it is too soon to expect that things will go back to normal.”
The online business is proving fruitful as people are cautious about stepping out. With the current scenario, there has been an increase in online shopping and most of our customers are also resorting to online platforms to buy our products.
I left computer science engineering to study Fashion Technology in my early days as one of our well-wishers said fashion is a basic necessity and it did make sense. With that as the beginning of fashion entry, what excites me most here is constant change and challenges with the dynamism of the industry. There is never a day you can say things are under control. The constant discovery of newness and challenges associated with the unknowns.
‘Fit and comfort’ of the product is considered to be the biggest USP of our brand. Wacoal has its own manufacturing units all over the world where we produce over 80 percent of our designs. We achieve high quality and high performance with the balanced mix of our own production units and research undertaken by Wacoal’s Human Science Research Centre. This is our biggest strength that differentiates us from other brands. Instead of pursuing glamor, we pursue excellent supportability with unique materials and designs based on the research and development.
People are becoming more fashion conscious here. They possess and are driven by a refined sense of aesthetics. The industry has been characterised by high growth as we have kept the prices reasonable when compared with other industries. During the period 1995 to 2004, the consumer price of clothing has grown at a reasonable rate of 156 percent against a growth rate of 272 percent for all other goods in our country.
On manufacturing, a lot of automation has been brought into utilisation, thereby reducing the number of hands that touch the garment. This is creating more accurate and quality product. In sales, inclusion of VM equipment like Magic Mirrors has given customer a newer outlook towards pre-empting a look on herself before the actual sales. Similarly, Omnichannel is fast becoming the way to operate in near future.
Rising consumerism and higher disposable incomes have led to increased demand for fashion consumables. With fashion, the scope of differentiated products and services is extremely high. The fashion industry has also seen a major change in terms of distribution channels and promotion channels. Fashion is no longer referred to in the broad sense of the term as a lot of niches and differentiated offerings have popped up which serve Indians according to their preferences.
Elaborating on the same, he shares, “The drive towards digital undertaken by the government has certainly worked in favour of the fashion industry. The ability of consumers to make payment via their cards after the goods arrive has been a real gamechanger. Indian consumers are coming around to swiping their cards rather than always wanting to pay cash.” He further talks about how the cash-backs and other incentives from mobile wallets have provided additional incentives to customers thus eventually let them get accustomed to various modes of payments other than cash!
These take the form of modernisation and corporatisation of retail businesses, the evolution of alternative retail landscapes, the customisation of product portfolios to address the specific needs of various consumer segments, the increasing success of private labels, and the growing focus on business efficiency. And who better to understand these changes than stalwarts of the Indian Fashion Retail Industry?
Sustainability and the demand for green products is a reflection of evolving consumer awareness and preferences. Consumers have become progressively more concerned about the environmental and social impact of their spending decisions. This concern has manifested in an increased demand for environmentally-friendly products and a trend towards eco-labelling.5. JAY PRAKASH SHUKLA, CO-FOUNDER & CEO, 1-INDIA F...
The only constant in fashion is change and this applies to everything in the industry, from design-and-marketing to production-and-sales. With the rise of internet and smartphone users, customers are now able to see global fashion trends and want to consume products that reflect these trends.
Ethical production is in place, but sustainable fashion still remains a paradox until new business models are in place, which convince consumers to buy less and choose better quality items that are made as ethically as possible. Today fashion companies rather react to media pressure and use sustainability as a marketing buzz. Of course, many companies do things in the production of fashion that point into the right direction, the outstanding issue remains how conscious consumers will buy more ethical fashion products. And on the other hand, the solution cannot be to dump a huge volume of eco and fair textiles into the market instead of the non-sustainable ones. For instance, in many countries you have to pay a pre-paid disposal fee for electronic products. The EU is currently exploring how extended producer responsibility could be used in the fashion industry, which could mean that brands are responsible for their products even after ownership of the product has been transferred to the consumer.