Ethnicwear brand Vismay, which boasts a strong presence with 35 stores across the country, is on a mission to redefine ethnic fashion, one store launch at a time, offering not just clothing but an experience that resonates with the discerning tastes of its customers.
Joseph Paul George, Executive Director, Vismay says the future of ethnicwear retail in India is promising.
“With increasing incomes and urbanisation, there is a noticeable trend towards blending traditional attire with modern styles, appealing to a broader audience. E-commerce has revolutionised accessibility, enabling brands to reach a global customer base. Additionally, there’s a rising preference for personalised and sustainable fashion choices. We are confident that these factors will continue to propel growth and innovation in the ethnicwear retail industry, making it a captivating sector to monitor,” he explains.
Omnichannel Strategy
Vismay’s in-store inventory is listed online so the customers can have a dual approach to purchasing a product. The brand ensures that a product can be delivered to the customer’s doorstep in case a specific size or design is unavailable in-store during their physical visit.
Online Vs Offline
Despite its robust Omnichannel strategy, Vismay values the in-store shopping experience for several key reasons, the first being that ethnicwear involves intricate designs, quality fabrics, and precise fittings that benefit from a hands-on approach. In-store shopping allows customers to feel the quality of fabrics, appreciate the craftsmanship up close, and ensure the perfect fit through personalised assistance. Additionally, the tactile experience of trying and buying gives customers with confidence in their purchase decisions.
“While online shopping offers convenience and a wide selection, we believe that the in-store experience enhances the emotional connection customers have with our brand. It allows us to provide a level of service and engagement that goes beyond transactional interactions,” says Paul.
Innovations Driving Ethnicwear Retail in India
A mix of technological integration, sustainability efforts, customisation choices, cultural fusion, and digital transformation will steer innovation.
“Advancements like virtual try-ons and AI-driven suggestions enrich the shopping experience. Embracing eco-friendly fabrics and sustainable methods meets the growing demand for ethical fashion,” says Paul. “Expanding e-commerce platforms and digital marketing tactics will be vital in reaching a wider audience across India’s diverse regions. These combined innovations aim to redeȃ ne ethnicwear retail, making it more inclusive, sustainable, and culturally relevant for today’s consumers,” he adds.
The brand is trying to develop a system to ensure strong inter-store stock movements to achieve maximum sell-through while ensuring unique designs are available in-store at all times.
Expansion Plans & Revenue Targets
Expanding into Tier 2 cities is a crucial component of Vismay’s growth plan. The brand has already established its presence in Kerala and Tamil Nadu.
“Our expansion plan involves further penetrating tier 2 cities, focusing on enhancing our distribution network, strengthening retail presence, and leveraging digital platforms to reach a wider audience,” explains Paul.
Currently, Vismay has been strongly focusing on its in-store sales and growth and as such its online sales contribute to around 5-7% of sales. However, Paul says the brand sees its sales slowly shifting online as brand awareness increases among customers.
