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In a push for locally-made artisanal products, Reliance Retail showcased more than 40,000 artisan-crafted products from over 50 Geographical Indication (GI) clusters to its customers this festive season.
Reliance Retail’s programme to support local artisans includes its three-year old flagship initiatives — “Indie by AJIO” and “Swadesh” — started to provide avenues for sales and employment to localcraftsmen.
The programmes now engage with more than 30,000 craftsmen, representing over 600 art forms across a wide spectrum of clothing, textiles, handicrafts and handmade natural goods, the company said in a statement.
Akhilesh Prasad, President, Reliance Fashion & Lifestyle said: “We are delighted that our development efforts over the last few years are now bearing strong results both in our ability to engage with an increasing number of craftsmen as well as our ability to co-create and co-curate products that are being increasingly accepted by today’s consumers.
As per the company, Reliance Retail’s success in bringing such a huge repertoire of traditional handcrafted products to its modern retail formats is also an indication of existence of demand for such products, as long as consumers’ expectations of quality, style and convenience of modern retail buying can be met.
‘Indie by AJIO’ is an online marketplace for local artisans and handcrafted products and celebrates the brilliant textile and handloom traditions of India with a careful curation and contemporary interpretation.
The AJIO platform features this distinctive idiom beautifully in the wide lifestyle products ranging from apparel to home furnishing and accessories such as jewellery and footwear.
The craft repertoire includes “Ikat, Shibori, Banarasi, Bagh, Ajrakh to Jamdani, Tangail, Chanderi and many more”. The Indie range is sourced from over 50 GI crafts clusters from across India – including Gujarat, Rajasthan, Uttar Pradesh, Madhya Pradesh, Bihar, Odisha, Bihar, Jharkhand, Telangana, Andhra Pradesh and West Bengal.
The Geographical Indication (GI) tag identifies natural produce, handicrafts or manufactured goods as products native to a territory, region or locality for their unique characteristics by attributing them to their geographical origin.
With a rapidly expanding portfolio, Indie by AJIO helps customers discover the best of Indian fashion and crafts and offers the convenience of delivering them right at customers doorsteps, the company said.
“The diversity of sourcing from across the length and breadth of India has resulted not only in the creation of a stunning portfolio that is every handcraft connoisseur’s dream but also in the direct employment for over 30,000 skilled artisans across the country. We will continue to grow this segment with time,” said Prasad.
Pintoo Lal Chhipa, an artisan who practises natural dye hand block printing in Akola, Udaipur is associated with Reliance Retail for last 4 years and is committed to sustain this Indian traditional craft. Through regular orders from Reliance Retail, he is able to support a group of 30 artisans who work with him and practise different hand block printing processes like, printing, washing, dyeing, drying among others.
Devchand, from a remote village of Bikaner, works as a link between Reliance and woman artisans of that region who are extremely talented in hand embroideries.
He generates livelihoods for over 25 women in the arid region of Thar and these women look forward to orders from Reliance Retail as they use this additional income for their family.
Masand further stated that lack of scale has been the bane of our efforts to increase our share in global trade especially in the Apparel sector. “However, the Government also has to very closely study why Textile Parks have not really succeeded in the past. It is very crucial to avoid errors of omission and commissions in the past. Otherwise, this will remain one more well intended scheme which fails to lift the fortunes of the Textile Industry,”he stated.
“Today, brick-and-mortar is equipped with all the technology that e-commerce has. Utilising the digital stack available, we can now afford to give consumers the convenience of buying from home. We have seen how conveniently technologies like endless isles, video calling, and payment links could be used to our advantage. If we could just implement the whole intelligence and recommendation engine in brick and mortar retail, I believe we could give a new dimension to physical retail,” he added.
When Nykaa Fashion launched in 2018, it was a breath of fresh air with a focus on premiumization and curation to drive discovery across categories like high street labels, luxury pret, kids wear, loungewear and vocal for local labels. The offline expansion will make the quintessential Nykaa Fashion experience available in an Omni channel format to fashion inclined consumers across the country.
The scope of the project focuses on tracing viscose ﬁbres from production to retail. To do so, the project leverages the impactful work of the CanopyStyle initiative to eliminate ancient and endangered forest ﬁbre from viscose production and to bolster adoption of forest certiﬁcation standards such as FSC, to address traceability in the earlier parts of the supply chain i.e. from forest to viscose ﬁbre production.
The first step – measure your wrist width – allows customers to quickly measure the width of their wrist with their phone screen. The ‘calibration’ (measurement) step is not required for Tangiblee’s algorithms to properly work – but it offers an assurance to any watch buyer that what’s being displayed on their wrist is correctly scaled & properly situated.
With all kinds of innovation and technology already taking over the fashion industry, we almost forgot there is always something new coming this way. And now, we have been offered a range of colour changing t-shirts by a new entrant in the market, Girggit. Standing true to its name, Girggit (meaning, chameleon, in English) t-shirts change its design and colour in sunlight. The same t-shirt looks different in design and colour if worn indoors, and changes form when one steps out.
“The development of seven mega textile parks over the next three years should help the Indian textile and apparel sector become globally competitive, lead to more investments and thereby create employment opportunities. This announcement in addition to the Rs 10,683 crore earmarked under Production Linked Incentive scheme is expected to reduce the higher transaction costs and transportation losses associated with textile exports, which have been eroding its competitiveness over time,”said Neeraj Bansal, COO- India Global and Leader – Supply Chain Re-alignment, KPMG in India.
The characteristic of luxury goods as a long-lasting status item is making them highly attractive to buyers in a secondhand market. Contradicting a belief that it will damage demand in the primary market, growth in the resale market is helping to increase it. Affluent millennial and Generation Z consumers are purchasing in both the primary and secondhand markets.
But like most smart retailers, Lenskart was quick to spot and grab the opportunities that the lockdown provided. The company’s forst step was to keep serving the consumer from a distance. “We switched on to cloud telephony for all our staff overnight. So, we have about 2,500 employees calling 5 million consumers. Also, we trained all our employees to take orders online even on the phone. While the number of orders weren’t exactly same, we were very well doing 30-35% of it,” he added.
Another point for consideration that a lot of brands face before venturing into the digital space is whether they must tag along a known marketplace or should they build a retail website of their own or should it be a combination of both. Indeed, there is resonant traffic in marketplaces that will fit well with the brands, so that goes as a no-brainer if fashion brands want quick ROI. Having said that, each brand must have their own D2C portal as well if not already in place. In addition to that, to push digital growth, behavioral insights deduced from the analytics are going to be the currency in 2021 and beyond. Brands will have to focus on how to make the customer’s digital experience richer in order to make the customer stay in the journey and make it to the end.
the company experienced temporary door closures in geographies affected by rising COVID-19 cases; currently, approximately 40 percent of the full store footprint in Europe, and 17 percent globally of all company-operated doors and franchisee doors are closed, with others operating on reduced hours.
“Phygital or Omnichannel for us is to provide all digital technologies that we use in all our channels of retailing. It’s all about how both these channels can mutually help each other and ensure that the consumer gets a seamless and uniform experience across all our channels,” said Chaudhary.
Echoing similar sentiments, Sounak Sen Barat, Creative Director & Founder and Anu Shyamsundar, Business Director & Partner, House of Three, says, “The luxury segment has especially been affected by the dampened season cheer and restrained spending. People have spent conservatively this Diwali as well as during the wedding season since the size and budgets of events and weddings have been cut down due to the recession. We haven’t seen an upsurge in Diwali shopping compared like-to-like to last FY, but we have seen an upsurge in custom Couture and Pret orders for weddings, including brides, grooms and otherwise.”
“It all depends on how smart and agile organisations are. Organisations need things differently so that they can smartly pivot their businesses. Perhaps this entire adversity has taught us to make a tunnel through the wall as opposed to saying there is a wall,” said Arun Narayan.
Like most physical retail stores Sephora too is a destination of retail experience and according to Bali, the main challenge that they encountered was ‘rethinking the entire format’ in a way that kept the experiential essence intact. In line with this, the retailer introduced ‘one time use applicators’ in its stores.
Following the release of Burberry figures for Q3 FY2020/21 in January 2021; Gemma Boothroyd, Associate Retail Analyst at GlobalData, a leading data and analytics company, comments: “Burberry’s increased digital sales and impressive performance in APAC softened the damage from store closures and decreased tourism throughout Q3 FY2020/21, with retail revenue only falling by £31m to £688m. The brand is pushing full steam ahead with a full price strategy to strengthen its gross margins as it continues to focus on driving online demand, particularly from new, younger consumers. Burberry’s increased emphasis on online sales is also paying off, as digital full price sales growth was greater than 50%. With store closures averaging 7% throughout Q3, and this percentage set to be higher in Q4 (currently 15%) as most markets tighten restrictions even further, Burberry’s online capabilities will prove vital for its ability to navigate the uncertainty of COVID-19.