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Agarwal highlights the option of pay by card on delivery as helping ease payment woes as well – both for customers and the retailers.

Where does India score on the world map for fashion? What are the key challenges which should be addressed to make it more competitive in the world market?

Where does India score on the world map for fashion? What are the key challenges which should be addressed to make it more competitive in the world market?

How important is ‘good’ fashion going to be in the future? What do companies that support and foster?

And, which factors may/will act as roadblocks?

How is the customer of today different from the one 10 years ago?

Agarwal credits the e-commerce channel for providing them with a platform to meet consumer expectations for ‘anytime-anywhere’ availability and actually deliver on the promise of fast fashion.

And companies that have recognised the same are to gain the attention of the larger section of their targeted audience. They are to gain a recall value and in turn repeat sales as well. A company with a sustainable product and a sustainable working model has a higher probability to sustain itself altogether.7. NATHASHA AK KUMAR, FOUNDER & CEO, VAJOR

There is simply no data showing that consumers put their money where their mouth is. For instance, data shows that millennials (widely acknowledged to be born between 1980 and 2000) rank everything else over sustainability such as ease of purchase, price, uniqueness and the brand name. While 60 percent of millennials are interested in sustainable clothing, only 30 percent say they have actually purchased it – and how many actually really did so is dubious. A disconnect exists between what clothing consumers want and what clothing they actually buy.

Garg adds that with the new framework of policies in place, the government, market places and brands will have to walk together not only to understand the implications but also to provide seamless experience to customers though from the business side, he adds, “Few areas where Government has announced regulations and will affect the ecosystem are bulk purchases from a single entity, providing direct discounts on products, product exclusivity on platforms etc.”

Being an idea-driven firm with customer centricity at the core of our operations, the use of POS driven database systems and intelligently placed CRM has made it possible for the company to maintain low inventory levels across different categories. It has also enabled us to be the market pioneers in the introduction of innovative fresh fashion and general merchandise at the most affordable prices.

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Why are you working in the fashion industry? What excites you the most here?

Fashion plays into our neurological pathways by giving us not only the pleasure from the act of looking for clothes but also the pleasure of getting a good bargain. A study showed that the price of an item or how much a person liked it didn’t alone explain the amount of pleasure experienced during shopping. It was how much the person liked it and what she paid for it. If this item is from a questionably responsible company she faces the decision: do I buy this item, or do I keep looking for an option that matches my values? Most people get lost at this point, even if they claim to be sustainability conscious, because it takes too much effort to change how to shop and to find another option that matches the budget and/or style. Furthermore, we are exposed to peer-to-peer pressure. If our peers are not paying for ethically sourced clothes, we are likely to do the same and we won’t change our behavior. Peer-to-peer pressure – or control – is nowadays omni-present due to social media, which nobody can evade.

88 RAGHUL SIKKA, EXECUTIVE DIRECTOR, DIXCYA second generation entrepreneur, Raghul Sikka has over a decade of experience in the hosiery industry. Raghul has led the expansion of Dixcy and its product portfolio to target newer markets. He has ideated several innovations within the product portfolio as well as numerous marketing activities, making the innerwear brand a name to reckon with in terms of innovation and marketing.

And, which factors may/will act as roadblocks?

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Not just in India, technology adoption always starts from the front end, facing the consumers. Be it CRM’s, digital mirrors, personalisation, etc.

Brands need to tell better stories during the shopping experience to get consumers to make more ethical decisions. This question isn’t really answered by the marketing departments of fashion brands, at both, small and global companies. The majority of consumers are not interested in wanting to understand the brand’s supply chain. They just want to have a nice product at the end of the day. Studies show that if you list all the ways a product is sustainable you will fail. The more data is given, the more the consumer is overwhelmed. Few consumers will actually take the time to visit a brand’s sustainability page or read a sustainability report. Sustainability information needs to be clear, visible and easily accessible, both in-store and online.

Customers today are quite evolved. They are looking for great products at great prices. Today’s customer is spoilt for choice as there are plethora of products/brands to choose from, especially with the advent of the Internet, spoiling the customer for choice. They have retail at their fingertips.

This is definitely a space that will grow in the near future, it is exciting for us to be a part of the momentum and witness a paradigm shift in the buying behavior of the Indian consumer. The key element here will remain innovation and technology will have a major role to play in offering a comprehensive shopping experience.

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Similarly, Arvind has introduced many firsts to the denims industry including various IP led designs and technologies. Last year, the brand launched ‘Gravity’, a range of new denims that embody power, stability, and comfort.

Some say the most important thing in fashion is a great product. Do you agree or not?

Which skill sets in fashion will have maximum demand/generate maximum employment Indian manpower in the future?