With shops shutting and a lockdown across India brands are embracing social media to increase their fan base as shoppers stay home. They are promoting their latest collections online, offering delivery after the lockdown lifts. Noida-based women’s wear brand Notebook is currently promoting its spring/summer 2020 collection on Instagram, The brand launched the collection on the runway at Lotus Makeup India Fashion Week last autumn and it features workwear inspired detailing and a utilitarian take on femininity. The fashion week had to postpone its upcoming spring edition due to the virus.
Mumbai and online-based vintage store No Borders is also retailing online only for the time being. The store has also launched a campaign titled ‘NB Global Diaries’ and plans to share global stories to get a glimpse into various ways in which people around the world are being affected by the lockdowns and the virus.
Delhi-based brand Indigene recently launched its ‘Stargazing’ collection for spring/summer 2020 on Instagram along with an exclusive photo campaign shot by Kira Issar. The collection features embroidery by rural craftswomen and currently retails from the brand’s e-commerce store.
Handloom womenswear brand Eka has also orientated its Facebook and Instagram posts around the current lockdown and pandemic, offering tips to fans on how to stay grounded and sharing motivational stories about its employees.
By building connections through social media, especially on millennial-favoured Instagram, brands can ensure they have a dedicated fan base ready to purchase garments when the lockdown ends, whenever that may be.