By Aarti Ahuja,
The world of business enterprise have lived by way of one of the toughest and however most adventurous year in 2020, and we have all stood witness to each and every bit of it. From business enterprise operations evolving overnight, to unprecedented digital transformation covering each and every sector in matter of weeks, we have seen nearly every little thing.
The apparel sector is no diverse, and it has been going by way of its fair share of transformations, as effectively. While the sector is attempting to make a seamless transition from offline retail to on line buying, the focus have been collectively observed to have tilted towards digital style, or, to be more precise, Phygital style. Much like how it sounds, the term ‘phygital’ is used to refer to the amalgamation of the physical and the digital world, by way of which brands are delivering a more interactive and accessible knowledge to the audiences, as effectively as, communicate with them on an unparalleled level, in the new normal.
The development of phygital style recommend how digital style continues to witness an epochal rise. To get more insight on how this new trend operates, let us discover about a couple of notable trends branching out from the incredibly notion, and bringing a sea of transform to the style retail segment:
Comfortable style
Owing to the ongoing pandemic that started in the early 2020, and its recurring waves, people today are mainly staying indoors, away from public locations, mall hopping and seasonal sessions of retail therapy. However, as the arrangements for work-from-home are extending with the extended lockdown, style preferences across the world are also seen to have switched to more embracing and comfy clothes, with enormous focus on sustainable options. Along with the increasing demand for comfy clothes, brands are also realizing the increasing reputation of athleisure amongst the millennial and GenZ population, and quite a few of them are focusing on showcasing the comfort features of these types even in designer merchandise.
Safe e-commerce
One of the most prominent restraints against the rise of on line buying was the lack of trust. Over time buyers have began gaining self-confidence in the security requirements of e-commerce web-sites. Concerns concerning payments, timely and acceptable delivery have been addressed now with facilities like UPI payments and consignment tracking and so forth. Furthermore, maintaining the rampant spread of the virus, each and every e-commerce platform has been sustaining strict security and hygiene protocol in each and every stage of a delivery, to hold the buyers protected.
Virtual Showroom
With the type of aggressive digital revolution accelerated by the ongoing pandemic, brands are transitioning in a smoother way, by bringing in fresh sales strategy. With outside movement restricted, in-retailer visits of purchasers have been restricted for more than a year, due to which retailers are introducing virtual showrooms, an revolutionary way for buyers to engage and shop by way of on line platforms. Retail purchasers can pay a visit to and discover new merchandise and collections digitally, have virtual attempt-ons apart from on-arrival ones, as effectively as make buy orders with a couple of clicks on the very same platform. Synchronous and asynchronous communication assists buyers to comprehend and gauge the look of garments. Thus, it assists them in creating an informed selection. Virtual showroom is a ground-breaking notion that bridges the gap amongst the digital and physical world, and have a promising future ahead.
Leveraging the finest of technologies
The sector is leaving no stones unturned to make the most of technological advancements. AI and Big Data are made use of in numerous conditions to derive lucrative benefits in the style sector. AI-powered chat-bots and voice recognition technologies help buyers in creating buy choices. Analytics assists in tracking the options made by the customer in the previous, say, the quantity of clicks on the form of costumes and time spent on the web page and so forth. Further, VR assists purchasers in deciding upon the best ensemble.
The effect of social media
Social media is not a mere networking platform any longer it has turn into a sales arena for brands. Influencer advertising on social media channels has evolved manifold, from the completely edited photographs of the previous to today’s raw and impromptu shots showcasing the actual aesthetics of the solution. The changed stance has been brought on by the enhanced awareness of buyers who are inclined towards enquiring the authenticity. Consumers today are increasingly hunting for a human aspect in any brand, therefore digital campaigns on social media have much better probabilities at becoming a hit when it is backed with a touch of realness. With that in view, quite a few brands are leveraging the rewards of social media platforms like Instagram and Facebook, and creating the most of its buying feature, as effectively as, maintaining in touch with the buyers straight.
Instant access to the newest trends
Another benefit of digital style is the availability of the newest style trends. Instant access to the most current launches is attainable with availability on e-commerce web-sites. Also with quickly accessible world-wide-web, as effectively as, the influencer advertising boom in India, the distinguishing lines amongst Tier 1, Tier 2 and Tier 3 cities are nearly blurred more than the last couple of years. In reality, thinking about the amazing interest in newest trends and demand for designer collections coming from these cities in the current years, brands are placing more and more focus in the Tier 2 and 3 markets, providing the substantially deserved chance for the fashionistas everywhere to usually look spot-on.
Exclusivity is the important motivator
The youth is keen to stand out from the crowd brands are addressing this have to have by synchronizing technologies with style. The evolution of NFT in 2019 paved the way it became a trend when youth exhibited an inclination to commit on virtual clothes. Some brands went a step additional and presented a dual mode in which the purchaser received a virtual and an actual solution as effectively. Based on block-chain, the technologies enables purchasers to retain exclusivity in designer merchandise exactly where the designer surrenders the suitable as per the clauses of the digital agreement. This stops duplication so that the owner can boast exclusivity.
Tailor-made merchandise
The youth is no more happy with the mere design and style element they want merchandise tailor-made to their demands. The advancement in digital technologies is creating this a possibility. The buyers can now purchase what they want, and they do not have to suppress their desires with what is obtainable.
The style sector suffered a enormous blow throughout the pandemic. The retail shops are nonetheless on the road to revive even just after the markets had been opened. However, the ever-increasing demand for digital style is set to aid the sector claim its lost ground.
Phygital style would revive the style sector although continuing to ride on the trends established by the new normal.
(The author is Head – Marketing, Customer service, E-Commerce, TCNS Clothing Co Pvt. Ltd. Views expressed are private and do not reflect the official position or policy of the TheSpuzz Online.)