FAIS: Fashion brands embracing innovation to create a seamless integrated consumer journey, ET Retail
Apparel brands are embracing innovation to stay ahead of the competition. Brands are using data along with generative AI to build content that is relatable to customers, said panelists at the Fashion and Apparel Innovation Summit.
The panelists were discussing on the topic, “Digital Threads: How fashion brands are embracing innovation for competitive edge.”
“The brands should innovate to create a seamless integrated consumer journey along with fostering a culture of freedom of experimentation amongst the team members,” said Pankaj Kankar, fashion technology leader, ex-CTO, Ajio, Fareye, Lenskart, and Freecharge.
Whereas Taneira, the youngest Indian wear brand from Titan, is adopting innovation to bring some order in the unorganised sector in which it operates.
“We have taken a few innovative measures like introducing Weaver Shala – where the brand is building an app to digitalise sourcing for the weavers and incorporating botanic fibers,” said Ambuj Narayan, CEO, Taniera.
“We are also taking initiatives to reduce our returns by 30 per cent along with cost optimisation to reduce the prices of our products by 20 per cent,” he further added.
For Nykaa Fashion, 30 per cent of its business comes from its recommendations module which is purely a data-led personalized recommendation for any particular consumer on the basis of their browsing history.
“As far as innovation is concerned, Nykaa Fashion is educating consumers and understanding their needs. We have launched the size advisor tool and we believe that it is important to have innovation as a part of your DNA,” stated Preeti Gupta, chief business officer, Nykaa Fashion.
“We look at innovation at 3 levels – consumer understanding, product innovation, and supply chain,” added Lavanya Pachisia, COO, Zivame.
Virtual try-on is another tool that simplifies the consumer journey, however, apparel brands are yet to crack the code to successfully implement virtual try-on.
“It is exciting to see how this whole virtual try-on or fitting between the digital platform and the physical retail is now converging,” stated Kankar.
The panelists also discussed about weaving sustainability into the brand. Today brands cannot innovate without technology, but even before technology comes strategy and any strategy where sustainability is not a part of that strategy is not going to last long, said the panelists.
“20 percent of the world’s wastewater, comes from the fashion industry and 10 per cent of the global greenhouse gas emissions come from the production of apparel and footwear. And the root of this is the fiber that apparel brands work with as it takes a long time to decompose,” stated Ambuj.
“According to a study, in the last 15 years, the production of clothes has doubled but the utilization of clothes has gone down by 36 per cent,” he further added.
Brands can also weave sustainability by developing products that can be used for multiple purposes.
“It is also about thinking out of the box on how you can create that value for the consumer with the same product and nudge them to use it in different ways,” added Pachisia.
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Virtual try-on is another tool that simplifies the consumer journey, however, apparel brands are yet to crack the code to successfully implement virtual try-on.
Apparel brands are embracing innovation to stay ahead of the competition. Brands are using data along with generative AI to build content that is relatable to customers, said panelists at the Fashion and Apparel Innovation Summit.
The panelists were discussing on the topic, “Digital Threads: How fashion brands are embracing innovation for competitive edge.”
“The brands should innovate to create a seamless integrated consumer journey along with fostering a culture of freedom of experimentation amongst the team members,” said Pankaj Kankar, fashion technology leader, ex-CTO, Ajio, Fareye, Lenskart, and Freecharge.
Whereas Taneira, the youngest Indian wear brand from Titan, is adopting innovation to bring some order in the unorganised sector in which it operates.
“We have taken a few innovative measures like introducing Weaver Shala – where the brand is building an app to digitalise sourcing for the weavers and incorporating botanic fibers,” said Ambuj Narayan, CEO, Taniera.
“We are also taking initiatives to reduce our returns by 30 per cent along with cost optimisation to reduce the prices of our products by 20 per cent,” he further added.
For Nykaa Fashion, 30 per cent of its business comes from its recommendations module which is purely a data-led personalized recommendation for any particular consumer on the basis of their browsing history.
“As far as innovation is concerned, Nykaa Fashion is educating consumers and understanding their needs. We have launched the size advisor tool and we believe that it is important to have innovation as a part of your DNA,” stated Preeti Gupta, chief business officer, Nykaa Fashion.
“We look at innovation at 3 levels – consumer understanding, product innovation, and supply chain,” added Lavanya Pachisia, COO, Zivame.
Virtual try-on is another tool that simplifies the consumer journey, however, apparel brands are yet to crack the code to successfully implement virtual try-on.
“It is exciting to see how this whole virtual try-on or fitting between the digital platform and the physical retail is now converging,” stated Kankar.
The panelists also discussed about weaving sustainability into the brand. Today brands cannot innovate without technology, but even before technology comes strategy and any strategy where sustainability is not a part of that strategy is not going to last long, said the panelists.
“20 percent of the world’s wastewater, comes from the fashion industry and 10 per cent of the global greenhouse gas emissions come from the production of apparel and footwear. And the root of this is the fiber that apparel brands work with as it takes a long time to decompose,” stated Ambuj.
“According to a study, in the last 15 years, the production of clothes has doubled but the utilization of clothes has gone down by 36 per cent,” he further added.
Brands can also weave sustainability by developing products that can be used for multiple purposes.
“It is also about thinking out of the box on how you can create that value for the consumer with the same product and nudge them to use it in different ways,” added Pachisia.
Apparel brands are embracing innovation to stay ahead of the competition. Brands are using data along with generative AI to build content that is relatable to customers, said panelists at the Fashion and Apparel Innovation Summit.
The panelists were discussing on the topic, “Digital Threads: How fashion brands are embracing innovation for competitive edge.”
“The brands should innovate to create a seamless integrated consumer journey along with fostering a culture of freedom of experimentation amongst the team members,” said Pankaj Kankar, fashion technology leader, ex-CTO, Ajio, Fareye, Lenskart, and Freecharge.
Whereas Taneira, the youngest Indian wear brand from Titan, is adopting innovation to bring some order in the unorganised sector in which it operates.
“We have taken a few innovative measures like introducing Weaver Shala – where the brand is building an app to digitalise sourcing for the weavers and incorporating botanic fibers,” said Ambuj Narayan, CEO, Taniera.
“We are also taking initiatives to reduce our returns by 30 per cent along with cost optimisation to reduce the prices of our products by 20 per cent,” he further added.
For Nykaa Fashion, 30 per cent of its business comes from its recommendations module which is purely a data-led personalized recommendation for any particular consumer on the basis of their browsing history.
“As far as innovation is concerned, Nykaa Fashion is educating consumers and understanding their needs. We have launched the size advisor tool and we believe that it is important to have innovation as a part of your DNA,” stated Preeti Gupta, chief business officer, Nykaa Fashion.
“We look at innovation at 3 levels – consumer understanding, product innovation, and supply chain,” added Lavanya Pachisia, COO, Zivame.
Virtual try-on is another tool that simplifies the consumer journey, however, apparel brands are yet to crack the code to successfully implement virtual try-on.
“It is exciting to see how this whole virtual try-on or fitting between the digital platform and the physical retail is now converging,” stated Kankar.
The panelists also discussed about weaving sustainability into the brand. Today brands cannot innovate without technology, but even before technology comes strategy and any strategy where sustainability is not a part of that strategy is not going to last long, said the panelists.
“20 percent of the world’s wastewater, comes from the fashion industry and 10 per cent of the global greenhouse gas emissions come from the production of apparel and footwear. And the root of this is the fiber that apparel brands work with as it takes a long time to decompose,” stated Ambuj.
“According to a study, in the last 15 years, the production of clothes has doubled but the utilization of clothes has gone down by 36 per cent,” he further added.
Brands can also weave sustainability by developing products that can be used for multiple purposes.
“It is also about thinking out of the box on how you can create that value for the consumer with the same product and nudge them to use it in different ways,” added Pachisia.
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