Fashion and beauty cos bet big on experience-led tech

ISSUE 132
02 / 03 / 2021

Fashion and beauty cos bet big on experience-led tech

Top fashion and personal care companies such as Pepe Jeans, Ritu Kumar and Health & Glow, which have predominantly operated in the offline space, are aggressively investing to upgrade their websites, apps and social media handles to stay one-up in the crowded online ecosystem and woo the post-pandemic shopper. The head honchos of the companies said merely having an online connect with the consumer cannot propel a business anymore.“Experience on the website has become paramount. You cannot have simple e-commerce shots to sell your product now. Photoshoots need to be expressive to convey the brand message as executed in our physical stores,” said Ritu Kumar’s managing director Amrish Kumar.“Online is a different paradigm that needs different curation of experiences but brings with it cost challenges too. Even though we don’t need to pay rent for physical stores, we have to pay a pseudo rent to be visible online which translates into digital marketing,” added Kumar.Digital-first brands such as skin care company The Moms Co, which had an edge over others amid the pandemic due to its established online presence, noted that communication will be the key differentiator in the ecosystem as ecommerce saw a jump in the new wave of direct-to-consumer brands over the last six months.

https://retail.economictimes.indiatimes.com/news/apparel-fashion/apparel/fashion-and-beauty-cos-bet-big-on-experience-led-tech-this-year-as-mere-online-connect-with-shoppers-is-passe-in-post-pandemic-times/81204354

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