Feedback
A pioneer B2B media and publication platform connecting with Fashion Brands & Retail in India
 

‘COVID-19 is teaching Indian consumers to be restrained in their spending’

Rakesh Jallipally, Chief Operating Officer, U.S. Polo Association and Flying Machine

Rakesh Jallipally“Right now people are looking at essentials like staples and household supplies. That is at the top of their list. Apparel or fashion may be fifth or sixth item on the list. But all said and done from our personal experience, we have opened a few stores since and seen there is demand, people are coming in. Indeed, walk-ins are less but whoever has come in are decisive and buying. The world is not over according to me for apparel or fashion retail. There is enough optimism. Basically we need try to and reach out to our consumers because there is a need. It might be latent at this point of time because it is not essential but if we keep reaching out to them I’m sure demand will come back though it might take some time.”

Every adversity they say offers a new opportunity to grow and learn. The two months of lockdown that the Indian government imposed to curb the spread of COVID-19 is teaching Indian consumers to be restrained in their spending. “Consumers have now started thinking about their priorities and are spending only on those,” explained Rakesh Jallipally, Chief Operating Officer, Arvind Fashions, U.S. Polo Association and Flying Machine Brand at Webinar #2 organized by DFU Publications-DFU LIVE in association with TRRAIN on the subject: Changes in Consumer Behaviour & Preferences, Post Covid-19 on the theme ‘Consumer Bulao, Retailer Jitao’ (Spiking Consumption, Winning the Customer Back).

Pandemic add to apprehensions

Jallipally explained almost 50 per cent of people are worried about their future income. “As per a BCG research, 43 per cent consumers were already apprehensive about their future incomes due to the recession. COVID-19 has only added to their apprehension. This apprehension coupled with the fear of contracting the disease is preventing them from entering stores.” Elaborating on changing consumer behavior, Jalllipally said, “People are opting for online shopping due to the convenience and safety it offers.”

And to deal with this change, he advised retailers to “adopt an integrated approach by combining online and offline offerings.” One way this can be done is by adapting and adopting new technologies. “We should tell our consumers that coming to the store or staying at home and still shopping from the store can be convenient for them,” he stated. “New shopping techniques we can adopt include: hyperlocal deliveries and contactless deliveries.”

Home or store-based appointments

Highlighting the second clear trend that is emerging he said, people today don’t want to spend much time outside for shopping. “Hence, we should look at home or store-based appointments. Stores can space out their employees and customers in such a way that their staff is able to visit customers’ homes and provide them with an e-catalogue to select required goods. This will give them the confidence that the store is being cleaned in a continuous manner and is a safe and healthy place to shop. The third trend is that they want a healthy environment to shop, so we really need to think as retailer how we can create that environment and create that confidence in the consumer, showing them that the store is a healthy space to shop,” Jallipally observed.

Social media channels to boost turnout

Another way retailers can increase their visitor turnout is by creating videos to show how the shop is actually being maintained, he said. “We should now ideally use the digital media, maybe WhatsApp, Facebook or social media to convey that message,” he opined. Henceforth, customers who walk-in will be decisive shoppers, “There won’t be any impulse buying or window shopping,” he viewed.

This gives retailers a good chance to improve their KPIs. They can create more availability of core and relevant products in their stores. As consumers are currently focusing on stocking only essentials and household supplies; apparel and fashion features fifth or sixth in their list of priorities. “Hence, we need to reach out to our consumers and ease their shopping experience. This will convince them that even apparel shopping is essential and create more demand,” Jallipally summed up.

LATEST TOP NEWS
  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10

India’s garment industry hit hard by second COVID wave: CMAI

India’s garment industry hit hard by second COVID wave: CMAI

    The Indian apparel industry, which was on a path to recovery since the beginning of this year, has being hit once more by the second COVID-19 wave. A survey conducted... Read more

COVID-19 suspends Amazon’s Prime Day sale

   The second COVID-19 wave has led to suspension of Amazon’s annual Prime Day sale in India. Along with Google and other Indian firms, Amazon has come forward to help India... Read more

Fashion retailers seek rental rebates

Fashion retailers seek rental rebates

     Fashion retailers are seeking rental rebates from high-street landlords and shopping malls as the COVID-19 pandemic continues to play havoc with their businesses. As per Money Control report, Benetton India... Read more

Conscious consumption drives launch of new sustainable collections in India

Conscious consumption drives launch of new sustainable collections in India

    The pandemic has caused some attitudinal change amongst Indian consumers. From racing to acquire latest fashion trends, they are now emphasizing on slow consumption. Growing popularity of plant fiber collections This is... Read more

E-tailers launch new solutions for sellers impacted by COVID-led disruptions

E-tailers launch new solutions for sellers impacted by COVID-led disruptions

     E-tailers are introducing new solutions for sellers suffering from pandemic-led effects. Startup Dealshare is doubling its pace of transforming business in small towns to online platforms. This helps the company... Read more

Apparel brands launch new initiatives, collections to attract customers

Apparel brands launch new initiatives, collections to attract customers

     To attract consumers, apparel and lifestyle brands have introduced a clutch of initiatives besides launching new comfortable clothing ranges and expanding online presence Label Ritu Kumar which has launched ‘Label... Read more

India’s menswear market a $34 billion opportunity for brands

India’s menswear market a $34 billion opportunity for brands

    Earlier restricted to staple products like jeans and polo shirts, Indian menswear market is currently bigger than women’s wear says a Vogue Business report. It’s estimated at $26 billion and... Read more

Fashion brands donate proceeds to COVID-19 relief

Fashion brands donate proceeds to COVID-19 relief

     To help India through its second COVID-19 wave, many fashion brands are offering their proceeds to NGOs supporting the cause. As per a Desi Blitz report, global sculptural design jewelry... Read more

Rents in India’s most iconic retail hubs decline

Rents in India’s most iconic retail hubs decline

     A study by Anarock Retail of average rentals of iconic retail hubs reveals a 17 per cent drop in rents for India’s most expensive retail real estate, the Khan Market... Read more

Promotions take backseat as brands focus on socially relevant ad campaigns

Promotions take backseat as brands focus on socially relevant ad campaigns

    The advertising world is changing with brands replacing product promotions with COVID-19 related content and messages on their social media handles reports Economic Times. Clothing brand United Colors of Benetton... Read more

MOST POPULAR NEWS
Go to top

Follow Us On:

Face BookDealersForYou

TWDFUpublications

LNDFUpublications

YouTubeDFUpublications

 Copyright © 2020 DFU Publications. All rights reserved.