Online shopping: Click on fashion

Sajan Gianchandani, partner of theprivatesales.com, thinks India has massive potential when it comes to online shopping…

Why did you consider having an online store when we already have too many?
There can never be too many and even though we’ve grown up in France, we’re Indians. My brother and I, who come from a fashion and e-commerce background respectively, wanted to give Indians a taste of international fashion at competitive rates. An online store is a good way out.

So, are you saying people actually buy things to wear, online?
Not just clothes but even shoes. Most of the stuff that you find online are pret-a-porter and comes in standard sizing and cuts, even though we have stocked a few couture products as well. Apart from that people also buy a lot of accessories like bags, belts, jewellery etc.

Why would someone go to your website and not to another online store?
I believe one of the reasons that keep us on the edge is that we are very good with our prices and range of products. We are relatively new when compared to some other online platforms but we’ve been able to bring in some interesting international fashion into India.

Where do your products come from?
We have offices and storehouses in Paris and Milan and we have years of experience in the fashion industry, which means we have access to a lot of designers and labels in France.

But how does Paris know what Indians really need?
We have a team of experts who are constantly working on that. Of course, there are many things Indians won’t wear, so we choose those designs, cuts and styles that will suit the Indian silhouette. We also have to be very conscious of price, which is why we’ve also brought in less known labels that are very good but aren’t priced very high. We also have a few Indian labels that may not be globally famous but have some very approachable and wearable designs.

Are Indians really that online savvy?
If you compare with the rest of the world, no; but quite a few people are logging in to shop and these aren’t just men. Of course, awareness is necessary. But at the end of the day, the company that caters to a customer’s needs will be able to keep buyers happy so that they keep coming back.

We thought India is a price sensitive country…
I will have to say yes and no. There is a large segment that will not spend too much money on clothes because they are not used to splurging, but then again there is also a population that spends a lot of money only because they want to own something; it’s irrelevant whether they will use it or not.

It also means you need a good customer policy…
Yes, although I have to say that we haven’t had all that many complaints. But if a buyer has a problem with size or something, we do exchange the product but it has to be an authentic case.