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Designers and Fashion labels in India have traditionally always depended on brick and mortar stores. In spite of the emergence of e-commerce sites, and the increase in competitors. The high-end and celebrity designers always stuck to operating from physical stores.

 

India as a country has a diverse population. In every state of the country, you will find a new style of dressing. And people following a different culture than the previous one. We have always been proud of our traditional clothing attires. A large number of individuals have been working through the years in putting up India on the world map. 

 

The designers and fashion labels in India have always held the culture and tradition in high regard and also managed to strike a balance with influence on clothing from the west. Irrespective of that, they have always stayed true to the art. And it is closely associated with crafting every piece with great meticulation. The beauty lies in the manual creativity that exists at every level right from weavers to where the cloth goes for dying to the beads and other embroidery work to the final product. 

 

After following this school of thought all along the years, a sudden and unexpected halt during the Covid-19 pandemic. It created havoc causing severe damage to the income of this industry. During this period a lot of designers created an online store, started their own e-commerce sites. And they are also started collaborating with different online stores to sell their designs. This has drastically changed the scenario of the designer boutique market in the country. 

 

Some customers took it positively and accepted the shift expressing how it made the process of going to the store.  And it is purchasing it easier for them. Some were of the opinion that the entire process of going to the store and physically trying it on was an experience in itself and the online store takes away the very essence of the in-store experience. 

 

The shift to online purchase and sale called for the intervention of a media agency to create the buzz. It announces the launch and maintains the hype once the site was open for the public. At Trivium, we indulged in providing similar services to Celebrity designer Archana Kochhar who very recently started her own website and collaborated with a list of other e-commerce sites to sell her designs. 

 

This was a unique experience for us as we have to ideate, strategize, plan, and execute from scratch. In spite of having our fair share of experience at handling celebrities, fashion designers, and handling their PR. This opportunity gave us a wider view of how the industry functions. 

 

In the past, we have made curated advertising plans, got designers PR coverage, and also managed their social media accounts and digital presence. However, planning a strategy at such a difficult and challenging time was the real catch. We had to ensure that the news gets noticed, people are attracted towards checking it out. And mainly turning their interests into purchases. 

 

As we had a fun time witnessing this switch to the online market and it was a great learning experience for us. We are all geared up to take on more of these challenges and use our learnings to serve future clients better!