How are clothing brands adapting to changing customer preferences post-pandemic?

Last updated :
September 27, 2023

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Unzipped: How Indian Apparel Brands are Tailoring the Post-Pandemic Fashion Landscape

Hook: As the dust of the pandemic settles, fashion finds itself in unfamiliar territory. Lockdowns, work-from-home, and evolving consumer behaviours have dramatically reshaped the fashion industry. So, how are Indian clothing brands stitching together a new narrative for the post-pandemic world?

The Great Fashion Reset

The COVID-19 pandemic has been the equivalent of a factory reset for the fashion industry. Pre-pandemic, Indian clothing brands were heavily reliant on seasonal trends, physical retail outlets, and a traditional supply chain. But with prolonged lockdowns and social distancing, consumer behaviour began to change. We swapped formal work attire for comfortable loungewear, favoured online shopping, and placed greater emphasis on sustainability.

Pandemic-Driven Paradigm Shifts

Indian brands didn't have the luxury to remain mere spectators to this fashion revolution. Here's a look at how they've adapted to post-pandemic consumer preferences.

1. Comfort is King

The rise of remote working prompted a shift from formal clothing to more relaxed, comfortable attire. Brands like FabIndia and W started offering more athleisure and casual wear, effectively capitalizing on this trend. An increase in the sale of joggers, hoodies, and T-shirts was witnessed across e-commerce platforms. Brands responded by increasing their product range in these categories, recognizing that comfort was now the reigning monarch of fashion.

2. The Digital Drape

Lockdowns prompted the rapid growth of e-commerce in India, a trend that the fashion industry could not ignore. Brands began to invest in strengthening their online presence. They launched virtual trial rooms, adopted Augmented Reality (AR) for a better shopping experience, and implemented chatbots for real-time customer service. Even traditionally offline brands like Manyavar joined the digital bandwagon, driving significant online sales.

3. Sustainability as a Style Statement

Post-pandemic, there has been a surge in consumers opting for more sustainable, ethically produced fashion. Aware of this shift, brands like Biba and Raymond have begun to offer eco-friendly product lines. Additionally, there's an increased focus on transparent supply chains, ensuring fair wages for workers, and limiting environmental harm.

The Way Forward: Hybrid Retail

Adapting to these changes is just the beginning. Clothing brands are now looking towards hybrid retail— a blend of online and offline experiences. Myntra, for example, is experimenting with 'Myntra Studio', a content-to-commerce platform. This initiative allows influencers to create shoppable content, merging the online shopping experience with real-life product recommendations.

Brands are also redesigning their physical stores. The focus is on creating an experience rather than merely selling products. Expect to see concept stores with coffee shops, art exhibits, and even live music.

Moreover, there is an increased emphasis on local production and reduced reliance on foreign supply chains. This 'Make in India' push is not only beneficial from a logistical perspective but also strikes a chord with the increasingly patriotic Indian consumer base.

In a nutshell, the Indian clothing industry is at an inflection point, having been forced by the pandemic to evolve rapidly. Those who manage to tailor their strategies to suit these new consumer preferences will be the ones defining the future of fashion.

So, the next time you step into a physical store or browse an online catalog, remember you're not just shopping. You're participating in the next fashion revolution.

Did this behind-the-scenes tour of the fashion industry get you excited? Then share it with your friends, colleagues, and that fashion-forward cousin. Who knows, you might just inspire them to join the fashion revolution too!

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