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How lifestyle start-ups are now going the omni-channel way

Expanding footprint, online-only lifestyle start-ups are now setting up physical presence

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In a world dominated by e-commerce and online, lifestyle start-up brands such as Zivame, Myntra and Fynd are spreading wings in an omni-channel way. From an online only presence, these brands are now extensively looking at setting up brick-n-mortar stores providing brand experiences (with technology) and 'in-store' products to showcase inventory on interactive digital screens.

Ananth Narayanan, CEO, Myntra and Jabong, says that while fashion is one of the fastest growing segments, penetration of fashion and lifestyle online is only two percent. "Fashion is a fairly touch and experience based category and in order to initiate more shoppers to try fashion online, we are looking at an omni-channel distribution approach that allows us to create multiple touch points for customers. We believe this will be an important step in expanding the online fashion segment and strengthening our customer base."

It is also the nature of the product that necessitates an omni-channel presence. According to Shaleen Sinha, COO, Zivame, their foray into the brick-n-mortar space was to help women 'experience' lingerie in an uninhibited way. "With data suggesting that even today, four out of five women wear ill-fitted lingerie, we've seen a need for elevating this category and making women more aware of the right fit. We piloted the concept at our office first, where many women walked in and expressed concerns regarding lingerie issues. This probed us to take the next step and establish Fit Studios."

Brands are also eager to capitalise on the touch-and-feel experience, which has made them move in the reverse direction.

Online fashion platform Fynd recently launched an omni-channel in-store product, Fynd Store, to enhance the shopping experience through interactive in-store screen kiosks. Harsh Shah, Co-founder, Fynd, says omni-channel adds to the brand equity as people still trust physical stores more. "Shopping in-store is definitely a bundled experience which no online store can beat, and that's the reason why despite so much noise by online players, offline still accounts for 90% of retail sales."

Sinha says that some customers may buy only after touching or trying on a product. "Approximately 80% of customers who have visited our Studio have continued their relationship with Zivame online and they do make repeat purchases." Zivame has nine stores across the country and they plan on opening 100 stores by the end of the year.

Meanwhile, walking the footsteps of Amazon, Myntra is looking at Bangalore, to launch its first physical store. "We are also looking at AR/VR and innovative software to provide a unique experience to customers at our stores," says Narayanan.

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