Ethnicwear is undergoing a remarkable transformation as brands blend traditional styles with modern technology to captivate the new-age consumer. From design innovation to seamless production processes, advanced e-commerce solutions, omnichannel strategies, and digital marketing, technology is reshaping how ethnicwear is created, marketed, and retailed both in India and beyond.
Here’s a closer look at eight trailblazers leading this change.
Lakshita
Lakshita is known for its ethnic and fusion wear that caters primarily to women’s clothing. The brand offers a diverse range of products, including smart kurtas, palazzos, tops, and jeans, making it suitable for casual outings as well as workwear
Lakshita’s Founder & Managing Director, Sachin Kharbanda enumerates the technologies his brand uses both in-store and online. He says:
- In-Store Heatmaps: These help analyse customer movement and behaviour, help us understand foot traffic patterns, optimise product placement, and improve visual merchandising. By identifying hightraffic areas, we strategically position our bestsellers and new arrivals to maximise customer engagement and sales.
- Enhanced Online Customer Experience Tools: Online tools include a robust return management system, streamlined order placement and conȃ rmation processes, and a comprehensive ticketing system for efficient customer relationship management (CRM). These technologies streamline our operations, minimise friction points in the customer journey, and enhance overall satisfaction.
- Integration of Online Marketplaces and Brand Narratives: We do this by leveraging various avenues of selling online and the emergence of social media. Our D2C platform enables us to gather valuable insights into consumer behaviour and preferences and we thus ensure that our brand narrative remains cohesive and compelling across all touchpoints.
Fashor
Ethnicwear brand Fashor positions itself as a one-stop destination for fashionable everyday wear that combines traditional aesthetics with modern trends.
Vikram Kankaria, CEO & Co-Founder, Fashor is confident that AI will transform the retail industry with innovative systems that significantly elevate the shopping experience.
“Technologies such as Virtual Mirrors will enable customers to try on products virtually, allowing them to visualise how outfits appear on them prior to purchase. I also feel that AI is going to bring about a big shift to the current designing processes and timelines because of its ability to provide significant inputs during each stage of the design process. In the near future, consumers will enjoy the benefits of AI-driven Virtual Stylists, which will provide personalised style recommendations based on their past purchases and preferences. This tailored guidance will empower customers to make informed fashion decisions and effortlessly make bold fashion statements,” he says.
Meena Bazar
“In the realm of ethnic wear retail in India, the fusion of innovation and technology is poised to revolutionise the customer experience while preserving the essence of traditional retailing. While embracing modern advancements, Meena Bazaar’s focus remains on enhancing the customer’s tactile and emotional connection with its products,” says Sameer Manglani, Owner, Meena Bazaar.
- Interactive Samsung Panels: Meena Bazaar has implemented interactive Samsung panels in its stores which serve multiple purposes, including gathering customer feedback, engaging children, and providing a seamless shopping journey.
- LED Panels: LED panels strategically positioned throughout the store showcase Meena Bazaar’s catalogue, allowing customers to explore the diverse range of products visually. This interactive display enhances accessibility and aids customers in making informed decisions.
- iPad Catalogs: At every store, iPads are available to showcase Meena Bazaar’s catalogue digitally, facilitating a more personalised shopping experience.
- Specialised Lighting: Meena Bazaar utilises lighting within stores to not only illuminate spaces but also to accentuate textures, colours, and intricate details of its products. This thoughtful lighting design assists customers in selecting the perfect ensemble while creating a welcoming ambience.
- Fabric Graphic Boxes: Fabric graphic boxes positioned strategically throughout Meena Bazaar stores provide customers with tactile experiences, allowing them to feel the quality and texture of fabrics. These sensory interactions enhance the shopping journey and enable customers to make informed choices.
Suta
Ethnicwear brand, Suta aims to preserve the art of weaving while making it relevant in contemporary fashion. The brand emphasises storytelling through its products, connecting customers to the rich heritage of Indian textiles.
Taniya Biswas, Co-Founder, Suta, explains integrate customer data across channels to create a unified customer profile. “This allows us to track customer preferences, purchase history, and interactions with the brand, enabling personalised marketing and recommendations. Apart from this, we use social media generously, actively engaging with customers on Instagram and Facebook, using these channels not only for marketing but also to gather feedback and foster a community around the brand.”
Saundh
Erhnicwear brand, Saundh has emerged as a significant player in the Indian fashion industry since its launch in Mumbai in October 2019. The brand is known for its unique designs that blend traditional textiles with modern silhouettes, appealing to a diverse audience of Indian women.
Founder & CEO, Saundh, Sarabjeet Saluja says, “Tech driven innovations are at the heart of the brand’s approach. These are born from the power of e-commerce to craft an individual experience online for the consumer.”
“User profiling and data analysis in the backend helps in understanding individual needs so we can recommend products based on past purchases,” he explains.
The brand boasts of a design oriented approach and an unparalleled manufacturing stronghold, allowing it to bring to its customers a bespoke world of handcrafted luxury.
Saluja says his favourite technologies for Saundh – both for in-store and online operations – are the Omni inventory system and implementing RFID technology.
Zoop Men
Menswear ethnic brand Zoop Men skillfully merges traditional Indian fashion with modern aesthetics. The brand focuses on creating a diverse range of clothing that includes ethnic wear, formal suits, and contemporary styles, catering to various tastes and occasions.
According to Shivam Gadodia, Creative Director, Zoop Men, integrated POS Systems for both online and offline stores which help to manage inventory at a single place is a must for all brands and retailers.
Bunaai
Pari Chaudhary, Founder, Bunaai says, “Artificial Intelligence and machine learning will play a crucial role in offering personalised shopping experiences, from customised recommendations to virtual stylists, while Augmented Reality and Virtual Reality technologies will enable virtual try-ons, allowing customers to see how garments look on them without physically trying them on.”
“Sustainable fashion technologies, such as eco-friendly fabrics and ethical production processes, will become increasingly important as consumers today prioritise sustainability. Additionally, advancements in supply chain management and the use of big data for market insights will enhance operational efficiency and customer satisfaction,” she states,
She adds, “Advanced e-commerce platforms – like Bunaai’s – designed to offer a seamless shopping experience, with features such as easy navigation, secure payment options, and detailed product descriptions is also the need of the hour. Our platform integrates with our in-store systems to provide a consistent and cohesive experience across all channels.”
Talking Threads
Brands like Talking Threads, which are digital-first, stress on the importance of a flawless omnichannel strategy.
Pearl Uppal, Founder, Talking Threads says, “Talking Threads – a designer brand which is barely 10 years old – has customers in over 70 countries who they service through their global e-flagship store, www.talkingthreads. in.”
“Aside from this, we engage in telesales – WhatsApp and phone assisted, video shopping and sales over popular social media platforms Instagram and Facebook.”
“We have also developed the expertise to deliver a bespoke, personalised experience online with video-assisted measurements and state-of-the-art CRM systems. We have a high repeat clientele whose personal preferences, custom ȃ ts and customisations seamlessly move from shop floor/ online shopping to our CRM and production systems,” she explains. All this is of course, aside from the brand’s high-touch in-store experience.
