Clothing stores have gone online to provide 'phygital' Durga Puja solutions
17th September 2021, Mumbai:
To comply with ongoing Covid-19 restrictions, several apparel shops are urging consumers to explore and make purchases online during Durga Puja this year, developing "phygital" purchasing alternatives.
Durga Puja, which will be celebrated this year from October 11 to 15, is a customary time to buy clothes for people who will be attending the festivities. As the pandemic danger persists, several fashion shops are combining online and offline shopping to boost sales and ensure customer safety, according to the Times of India.
“Our sales were really poor in the early stages of the epidemic, and we really didn't have any resources,” apparel and textiles designer Suchismita Dasgupta told TNN. “Getting enough work for the tailor, weaver, and other craftspeople was proving to be more difficult.
As a result, I spent a significant amount of time generating digital material and uploading it on a regular basis. To keep going, we started manufacturing masks and Covid-friendly clothing.”
Dasgupta maintains stringent safety procedures in-store and encourages customers to purchase online. Some online to offline solutions include encouraging customers to browse and choose goods online before coming in-store or at home to try on their pre-made choices.
Despite the fact that lockdowns have been removed across India and many places have little to no retail restrictions, the third wave of Covid-19 is still a possibility this winter.
Many stores are striving to stay on top of safety procedures in order to avoid a future shutdown and the economic difficulties it would entail. About how the epidemic is still impacting goods, Byloom partner Bappaditya Biswas said TNN,
"We now build specific collections for online uploads, making many pieces of the same object to be sold online and guaranteeing frequent uploads." “It used to be just sarees. However, we are currently attempting to upload more items as well.”
