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A phygital business model has altered the way stores of today operate. The pandemic may have added nuances to store operations such as lesser staff and lesser stock, but a phygital model still allows a business to be as profitable. Rohiet Singh, COO, PVH Arvind Fashion Pvt Ltd, sharing his view on how brands are looking at their physical store strategy post pandemic, said, “I think that while there is online happening in a big way, there is a lot of learning for offline as well. A key learning has been: 30-40% lesser stock and higher sales. This has shown that if you still have less but have the right strategy and the right product for the customer, you can still have an extremely profitable business. We are down by about 40% for staffing and we are still able to deliver higher growth. That has also allowed us to relook at how we were staffing our stores and how the service standards were at the store. The old school, pre-COVID thought that ‘more the number of people in the store, more the number of people that can service the customer’ has changed. I think we were way above the optimal level there and some of that was causing a customer to not come to the store. The shift was also aided by the restriction on the number of people coming to the store, which also ensured that only people who were very serious about buying would walk in.” He added that while they may not continue to stay at the same lower level of staffing or stock, they will keep adding incremental short steps, but not completely go back to the old level.

Neetu Jotwani, VP – Product Development & Sourcing,  Myntra, commented on this matter, “As the leading fashion and lifestyle retailer in the country, we aim to incorporate more environmentally responsible practices throughout our supply chain. Partnering with the Better Cotton Initiative means we will continue the journey to source more sustainable cotton across our entire business, working towards a brighter future for the cotton industry and those whose lives depend on it”.

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Taking a cue from the parent company, Archies Beauty too is all about joy of utility and quality gifting. Since the festive season has already begun and at the same time we have to follow all the COVID appropriate behaviours, we feel people would prefer to send gifts to their near and dear ones rather than meeting them personally on a jovial occasion. Therefore, we are making our gifting section more robust.

Adding on to it, Shruti Aggarwal, Brand Partner, Choupette India said, “As a Choupette consumer myself, I knew that the brand would do extremely well in India. Today’s mothers are evolving, they want the same choices for their kids as they have themselves, the vision with Choupette is to fulfil this gap while owning the kids fashion category. Our vision is to create a brand that becomes synonymous with kids fashion in India. This journey is going to be enthralling for both us and the consumers”.

On being the brand’s first ambassador, actor Shraddha Kapoor shares, “Indya has re-invented Indian fashion by beautifully capturing the essence of what the modern Indian woman is looking for today. I’m always on the lookout for stylish clothes that I can simply slip into and go, and so my personal style preferences completely resonate with the experimental and fuss-free essence of the brand. I am an Indya woman and am glad to be associated with them.”

Snapdeal has expanded the choice available in the kids apparel segment by adding popular brands like Luke and Lilly, Hopscotch, Gini and Jony, Cherokee, Donuts, Colt, Hellcat, Kyda, Aarika, Naughty Ninos and more. Ahead of the festive season, Snapdeal has also planned to expand thes selection of ethnic fashion for kids.

Have you witnessed a change in demand for winter-wear this year over last year?

• Maitreyee Dhananjay Nimbalkar: ‘Embrasser Piégé’ collection

The partnership with Urbanic will also enable the fashion brand to democratize fashion to the shoppers in Tier-II and III cities. It will encourage Flipkart to enhance its product portfolio. Customers can choose from a range of apparel, lingerie, swimwear and loungewear, which are priced from ₹299 onwards and are available on Flipkart.

Cosmetics and fashion platform Nykaa saw a 96% slump in quarterly net profit owing to higher marketing and advertisement expenses. The drop, however, also resulted in a 7.4% fall in shares to Rs2,185. Nykaa reported a consolidated net profit of Rs11.7 million for the September quarter, far below the Rs274.7 million quarterly net profit that the company reported in the same period last year and 69 per cent down compared to the June quarter. On the other hand, the company’;s marketing and advertisement expenses rose nearly four times to approximately Rs1.2 billion for the said quarter. Its revenue, however, increased 47 per cent to Rs8.9 billion in the quarter ending September 30 from the year before.

• Keshvi Agarwal: ‘A Mile a Minute’ collection

The company stated that the marketplace will be user-friendly for both buyers and resellers as anyone can sell an item from their closet with seamless listing, merchandising, promotion, pricing, and shipping. Apart from India, Poshmark also extended its reach beyond North America, and has recently entered Australia.

“We have to look into refining what we want the store to do – do we want to deliver an experience, do we want to just do sales, do we want to sell online, do we want to sell offline – basis that you decide whether you need a bigger box or a smaller box. We also need to look at leveraging technology and leveraging the changes around us to deliver an experience to the consumer in whichever space one operates in – online, offline, multi-brand store, or own site and platform. I think that’s where the future is” – Manish Kapoor

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Amit Agarwal, Global Senior VP and Country Head, Amazon India commented on this partnership “India’s rich cultural heritage is held together by the tribal artisan and weaver community, whose creations are a source of livelihood for millions of families. To help generate online demand for artisans and weavers’ products while supporting them with working capital as they look to bounce back from the recent disruptions, we have launched the ‘Karigar Mela’ storefront”.

Besides these core winter items, we are also seeing demand for such items as seamless down, hybrid parka, fleece room set for its functionality and style. During the pandemic, consumers moved towards healthier lifestyles and habits and thus well-being became a very important aspect. Our key items such as AIRism with comfort conditioning technology and high performing fabric, DRY-EX also saw a significant growth during this period.

Meticulously designed to create a modern and contemporary shopping experience, the minimal and sleek interiors reflect the culture, hype factor, and of course, the sneakers and their extraordinary design details.

The store also features exciting arcade machines to enhance shopping experiences, inviting consumers to deep dive into the culture and its vibe. The brand doubles down on this newest offering with the launch of its clothing line that is equally exclusive and surprising.

The parent company of Zara has decided to make a change in the higher management by appointing Marta Ortega, the daughter of the Spanish clothing giant’s founder will take over as chairwoman of the group, an official statement highlighted.

Indya, an Omnichannel fast fashion brand, was born out of a thought to re-look ethnic fashion and design by considering the lifestyle and changing needs and choices of the modern Indian woman who wants to update her traditional ethnic wear with elements that are current and in line with what’s happening from a global fashion point of view. Shraddha Kapoor with her experimental fashion choices and vivacious personality has been signed on to communicate this brand ethos.

Marta Ortega has ” worked in different areas of the group for the last 15 years-in particulars has led in the strengthening of Zara’s brand image and fashion proposition”, an statement highlighted.

According to their official statement, now Indians customers will be able to join Poshmark’;s community of more than 80 million users and have access to a network of millions of shoppable closets. The statement also added that buyers will discover a highly engaging, interactive and social shopping experience that is curated and personalized by Poshmark’s seller community.

Samsonite With SeekitTM Bluetooth Tracker by Panasonic boasts up to 11 different functions based on Bluetooth 5.0. Innovative features include the Separation Indicator so that customers know when the luggage is around and get notified as soon as it is separated. With bi-directional tracking feature, not only does the Seekit helps customers find their luggage, but their phone too by just double pressing the button on the tracker.

Soch Group invested Rs 4 Crore to launch women workwear’s brand Not So Pink, that is especially designed for Indian working women complimenting all sizes, with zero compromise in style. In the current scenario, offices are opening up and following the hybrid model, getting back to the workwear, which is eventually elevating the Indian fashion scene.