Going digital is slowly becoming a norm for fashion brands.
Brands that were solely depended on brick-and-mortar realised the need to step into the digital arena and create new revenue channels.
For fashion brands, having a digital platform has become the need of the hour.
In fact, the future can see brands going digital first and then expanding their services offline.
When fashion brands were launched in the market, they were built on exclusivity. They combined traditional sales and distribution channels with direct-to-consumer channels like self-branded stores to reach out to consumers. Digital media was not active then. However, today with over 450 million internet users and 80 per cent of the internet consumption done through mobile phones, India is sitting on the cusp of a digital revolution.
For brands, staying out of the online fray means staying behind shoppers and investors. Today, with shoppers highly dependent on the internet for all their needs, it has become imperative for fashion brands to pursue digital strategies. Digital tools and platforms, combined with powerful data analytics, enable brands to directly engage with customers, improve their shopping experience, and gain valuable data at every point of their shopping.
Brands are now reimagining their marketing and sales strategies and engaging customers on the digital medium.