As a large part of the Indian population stayed indoors due to the COVID-19, e-commerce emerged as an essential service as fashion customers. Fashion styles like athleisure and relaxed casual wear formed an important part of the COVID recovery trend as customers opted for easy and breathable styles.
An opportunity to explore multi-functional clothes
These evolving circumstances led to a revision of priorities, Smart waist-up fashion became an important element of fashion etiquette with the rise of the video conference call’ culture. The pandemic also gave the industry an opportunity to explore multifunctional clothing besides re-emphasizing the importance of sustainability.
As many customers shifted to Tier II and III cities, the e-commerce sector witnessed the greatest shift across varied cities. Individuals shopped for products like men’s shirts and women’s salwar kameez.
New initiatives by e-commerce companies
Even though restrictions have been lifted, demand for trendy online fashion continues to drive the growth for the e-commerce sector in India, especially in Tier II and Tier III cities.
E-commerce platforms are launching new initiatives to help the customers make the right shopping choices. They have provided regional customers with an option to shop in their preferred languages like Hindi, Tamil, Telegu, Kannada and Marathi.
Look for brighter prospects
Amazon Fashion has launched brand-specific size charts, multiple-angle product imagery and videos, and a new feature, ‘style snap’, an image-based search tool that allows customers to upload an image and get recommendation of products similar to the ones found in the image. This is an addition to a no hassle return policy for fashion products that the retailer provides.
Amazon Fashion has also launched topical storefronts like The Mask store, Spring-Summer’21 store and The Wanderlust store. The retailer continues to expand its value fashion portfolio by offering trending styles at affordable price points from brands like Easybuy, Max fashion, Globus, Honey by Pantaloons amongst others. As the world moves towards normalcy, the sector needs to look out for brighter prospects. It needs to undertake new strategies aligning with the current consumer trends and landscape.