Designer masks, “work-from-home” apparel, uncountable pajamas – does this sound familiar to you? Well, it’s no secret that this pandemic has totally revamped the fashion world, so much that you might wonder – is the fashion world dealing with an identity crisis? Nobody knows what fashion is anymore!
We cannot stay oblivious to the fact that these unprecedented times have created relentless waves of anxiety, uncertainty, and fear in almost every industry in the world. How can fashion, the most popular industry, be left behind then? This fashion evolution or should we say “revolution” is here to stay!
Let’s discuss various websites that have helped the fashion world to grow and evolve during these covid times.
- Myntra: With the looming online sales, many fashion retailers are now switching to e-commerce websites, especially to the master of all fashion websites, Myntra. If you are working from home, you know that remote working has changed the idea of ‘work clothes’. Myntra offers so many options for the “work-from-home” attires during and post the covid times for the remote workers that there is no way your cart can be empty at any time! Not only this, from designer masks to other comfortable yet stylish options, Myntra has it all so even if you are at home, you do not feel bored or dull!
- Bunaai: Fashion brands are now keen on maintaining social distancing by dissipating their “social-media” distancing with their customers. Customers’ mindset is changing too and they are relying more on social media platforms to find what they need. Online platforms like Instagram, Facebook, etc. are becoming great hubs for fashion. These platforms are not just for conducting transactions but also for keeping in touch with the customers, seeking their feedback, and promoting their own work. Ensuring a positive customer experience is crucial but what’s more crucial is that people around you know you exist. That is why online platforms are here! This has been greatly established by Bunaai, which is quite a popular fashion brand on Instagram and is growing on other platforms as well. With the help of these platforms, the Bunaai website got more and more popular because people started buying fancy as well as comfortable clothes and apparel from their homes using their websites (which they got to know about through their Instagram popularity).
- Nykaa: Along with showcasing their best work on social media platforms and also keeping the famous “giveaway” contests for keeping the thrill alive and attracting the market, many brands such as Nykaa are educating people about different products that they sell on their platforms. This cannot happen offline because there is only so much knowledge you can transfer to your customer who is already in a rush to buy the products! Thus, it is kind of a ‘blessing in disguise’ if you are a fashion freak that Nykaa has also started becoming an educational platform about skincare, makeup, and other related products so customers can make more informed decisions.
- CaratLane: Fashion is not just about clothes but also about other accessories and jewellery. With the advent of technology, while people enjoy shopping from the comfort of their homes, also feeling safe, they surely miss the touch of a fabric, or the feel of trying new shoes, etc. However, since the fashion world is revolutionizing, desperate times call for desperate measures. So, even though online shopping might not be so “feelable” as offline shopping, there still could be some tinge of the convention. That is what CaratLane gives its customers by following the ideology that if they cannot come to the stores, the store will come to them! So, if you are interested in CaratLane items, you can contact the store around you and they can come to you with the products you like or you want so you can make a decision in a more conventional manner.
Final thoughts
The pandemic has transformed many industries lately, one of them being the fashion world. Although many stores are now opening (with complete precautions), things will never be the same in the AC (after-corona) era. This is the reason, more and more retailers are focusing on growing their online presence and shifting to e-commerce to be better prepared for the future. Navigating this crisis will not be an easy nut to crack for the fashion industry but with efficient strategies to amplify the digital world, the fashion industry will emerge stronger than ever.