“With each new season, Oxemberg creates a stir in the fashion space that makes dynamic, young men sit up and take notice,” observes Gaurav Poddar Executive Director & President, Siyaram Silk Mills, the force behind brand Oxemberg. This year, the brand has launched a new denim range that reflects the changing trends and moods of the youth. This range has been curated to perfection from premium fabric with detailed stitching throughout. “We also offer sharp formals, classy semi-formals, smart casuals and stylish club wear that breathe life and color into your closet,” he adds.
Growth of the omnichannel concept
Poddar believes the Indian retail structure is embroiled in an interesting battle between the two paradigms: online and offline. “Mobile revolution, increasing digitisation and e-commerce are revolutionising the operations of the industry,” he explains. A culmination of all these factors is the growth of omni-channel concept in India. “We need to understand the buying patterns of Generation Y,” Poddar feels. “This generation is more tech savvy and has clarity of purpose in their minds. They love to wear what they believe in, and flaunt their persona. Omni-channel also plays a vital role in the growth of this segment,” he opines.
One-stop online shopping destination
Oxemberg doesn’t believe in discounting. The brand is present in a few online retail channels to ensure that the customers are not hampered with the unavailability of products. “We are devising strategies to build a one stop online purchase point for our buyers,” reveals Poddar.
He says online shopping is more about capitalsing the confidence that the customer has in the brand. Once customer’s loyalty is assured, it’s just a matter of making his shopping experience as easy as possible. “We believe in building the confidence and trust of our buyers in our brand,” asserts Poddar.
A new milestone
For the first time, any fashion brand has organised a shoot in Palermo, Sicily. “We have set an iconic benchmark in the Indian apparel terrain which enhances the coolness quotient of our new collection,” Poddar avers. The casual yet spunky vibe of the campaign syncs perfectly with the ethos of ' Make your move'. It reflects the attitude of those who dare to take a step towards the unconventional,” he sums up.