In the ever-evolving landscape of the fashion industry, women today are not just contributors, instead, they are innovators and trendsetters. These are women who are rethinking and re-imagining what most individuals perceive as normal. From entrepreneurs to designers, women are taking the lead in dismantling traditional concepts and ideas and are revolutionizing the way we engage with fashion.
The transformative influence of these trailblazing women spans across diverse domains, from advocating sustainability and shattering gender norms to reviving age-old textiles, designs, and techniques for the modern world; they are re-writing the narrative of fashion and are leaving an indelible mark in its world.
This week, IMAGES Business of Fashion takes a deeper look at the life and achievements of Apeksha Patel, CEO, Deal Jeans and Founder, E2O Fashion.
About Apeksha Patel
After completing her studies in Fashion Designing, Apeksha Patel secured her first job as a fashion designer at Deal Jeans. She learned about various departments including production planning, accounting, and distribution channels.
With her extensive skills and experience, she was able to successfully transform Deal Jeans into a leading homegrown brand in the Indian Women’s wear market.
Education
A student of the Mithibai College, Mumbai, Apeksha was driven by her passion for fashion and design, which lead her to pursue this interest at JD Institute of Fashion Technology. But Apeksha did not stop there. She went on to pursue Commerce at Mumbai University for her masters.
Career History and Experience
> In May 2003, Apeksha started her journey as a designer at Deal Jeands
> In 2012, she founded E2O Fashion
>She continued her pursue of fashion and took over her family business, now she heads three companies: E2O Fashion, Deal Jeans, and City Shirts
Current Roles and Responsibilities
Apeksha Patel actively utilizes her fashion knowledge to forecast trends. She stays involved in market research to explore the trending themes, colours, prints, textures, accessories, and embellishments that make it to the runways. With a thorough analysis, she brings these trends in the upcoming season of her brands with wearable fits & cuts to make runway fashion accessible across PAN India.
Strength:
> Being organized
> Clear communication skills
> Meeting work deadlines
Weakness:
> Quick temperedness
> “Being helpful has always been my core value, it is also my weakness when it takes up my time and energy for individuals who do not value or appreciate this trait.”
Aspirations
On her aspirations, Apeksha says, “The aspiration to grow all 3 companies is always held in high regards and it is my goal that it is consistently pursued.”
Her Game Changing Retail Technologies
> Contactless stores
> AI virtual fitting rooms
> Generative AI
Skills That Helped Her Succeed
> Strategic ability
> Family background in fashion
> Proactive attitude
> Involution in understanding
> Turning every customer feedback into action
Future of Fashion Retail
On the future of the fashion retail industry, she says, “Meeting increased demand for inclusivity and personalization through technology, ethical and eco-friendly business practices, and engaging customer experiences are the trends set to shape the future of fashion retail.”
Any role model in the industry
On the subject of role model, Apeksha says, “Having born to a businessman who had a strong presence in the garment industry, my father has always been my role model.”
Lessons learned over the years
> Trust your instincts
> Seek mentoring from the best, and surround yourself with hard working people
> Don’t be afraid to stand out, Fashion is all about hard work and patience
Changes you have brought
Apeksha Patel has organized the operations and addressed unnoticed areas of employee engagement. Furthermore, she has also researched the untapped market in the industry to expand the presence of her brands in the country.
Her involvement in product design and forecasting led to category expansion and with her thorough study on kids’ fashion market, she introduced Deal kids wear in the year 2008.
Life mantra
Apeksha speaks about her life mantra, she says, “Craft your style with passion, stay true to your vision, and adapt with the ever-changing world. Remember, in fashion, your uniqueness is your strength.”
