“Future Online Fashion is about sensibility and affordability”

.. and not extreme exclusivity and unsubstantiated pricing, says COO and fashion director of Stylista.com, Anjana Sharma. Stylista.com is an online seller of designer merchandise. The following article is based on the views expressed by Anjana to a leading publication.

Online shopping is charting new paths and attracting surprising yet favourable consumer behavior across India. Consumers from far-flung areas and remote towns across the length and breadth of the country now have access to consumer items and brands that were earlier inaccessible to them.

Apparel and fashion is one of the most prominent product categories when it comes to online sales and contributes significantly to the growth of every online marketplace or store catering to it. These online entities cash in on the fashion consciousness of the Indian customers and sell not just fashionable clothes and accessories, but also define and sell trendiness with their style tips, blogs, fashion news and updates.

Every fashion website or marketplace selling fashion merchandise has the idea that consumers should see it as a one-stop destination for all their fashion needs, even if it is just to satisfy their curiosity about fashion.

Stylista.com was launched in November 2013 and sells designer merchandise without middlemen. While the designers are those of designers they have tie-ups with, the actual production of merchandise is done by the team at Stylista – right from choosing and sourcing cloth to getting it made by tailors to selling it through its online store.

Online fashion – Just a hype or really a craze?

It is definitely not just a hype which can be substantiated by the fact online fashion and apparel contribute to 21% of the overall revenue in the Indian ecommerce industry today. Be it traditional/ethnic wear or western wear, there is scope and potential for everyone to cater to the rising demand from not just the metros, but the tier 2 and 3 cities as well.

Online fashion is popular today because of the following:

• Increased internet penetration

• Availability of quality branded clothing and accessories online

• Convenient payment options

• Ease and convenience of online shopping

Having an edge in the atmosphere of competitiveness

Stylista’s biggest differentiator has been its business model – limited edition designer clothing at guilt-free pricing.

Key aspects, which contributed to its success, can be adopted by any successful fashion retailer looking for success:

• Vertical integration of company – All merchandise can be produced by an in-house production facility which enables strict quality control and adequate pricing.

• Indian sizing- Indians have different body types than people from other parts of the world. To cater to Indian customers, ensure products are made according to Indian sizes.

• Uniform sizing– Different brands have different sizing patterns. With in-house production, this problem can be tackled by having uniform sizes across all collections, irrespective of brands or designers.

• Packing– Attractive and sufficient packing is necessary, with packing like an international or a luxury brand a plus point to give customers the feeling of exclusivity.

• Fashion blog- Content should be based on latest fashion trends and culturally relevant news, films and music to capture readers’ attention. Exclusive tips and advice from fashion designers will be a plus point.

• Suggestions & Tips– Women customers especially need advice on fitting and accessorizing. Product descriptions should ideally include information about sizing and tips on how to wear and what to wear based on occasions etc.

• Video– Customers like to see completely what they are buying. Hence videos which give a 360 degree view of products, including how they can be worn and taken care of, would be very effective in getting repeat customers.

These seemingly small things are important in ensuring an enjoyable shopping experience.

Fashion Democratization

India is a young nation with expanding spending power. However, majority of Indians are still extremely price-conscious. Clothing is a form of self-expression, however many people are unable to enjoy this due to exorbitant product prices.

Western wear has taken over Indian wear when it comes to everyday clothing for most people but traditional and ethnic clothing is still favoured for occasions and functions. Accordingly, there are designers and brands which cater exclusively to Indian wear or Western wear, and some of them cater to both kinds of fashion.

How to offer designer wear at affordable prices

Stylista’s unique business model has the perfect solution. Aspiring as well as existing online fashion retailers can take cues from it:

• Designers are involved at every step and they give design briefs which are followed to ensure their core values are not compromised on.

• Sketched are received from designers and fabrics are selected.

• Before sampling starts, multiple meetings are held between designers and merchandisers to ensure right choices.

• Designers have to approve the selected samples, including giving amendments if any.

• Designs are sent for production and one item each is sent to designer for final approval.

• The production facility is set up and operated on the basis of international standards and everything from sourcing fabric to dyeing to embroidery and sampling is done here.

Hence, it is possible to sell at affordable costs:

• Designers take care of design only. Sourcing, production and selling is done by parent company which enables quality and pricing control.
• Its an online business only which means middlemen and related mark-ups as in the case of traditional retail, is not involved.