Quality of fabric and finish have become table stakes

Manohar Chatlani, Managing Director & Chief Executive Officer, Favourite Shop & Soch Studio, talks to Retailer Media about the shift in favour of Branded Indian fashion wear.
Quality of fabric and finish have become table stakes
Manohar Chatlani, Managing Director & Chief Executive Officer, Favourite Shop & Soch Studio, talks to Retailer Media about the shift in favour of Branded Indian fashion wear.
 
 How your brand resonates with the needs of modern consumer?
Modern India is a nation of young, confident people eager to climb the social ladder and willing to experiment. Their newfound confidence pushes them to wear and flaunt our heritage of colourful fashion. They are, however, increasingly demanding and almost unforgiving when it comes to consistency of quality and finish. Add to that, the fact that as a nation we are hardwired to seek the best price-value equation. Soch has got all that right - as much as 70% of our most loyal consumers are urban women between the age group of 27-35. There can be no bigger endorsement than that for us to claim that we resonate the needs of modern Indian consumers.
 
 How the consumer has changed towards your industry/ product in the last few years?
The biggest change we see is that the tide has finally turned in favour of Branded Indian fashion wear. Consumers have become more demanding. Consistency and quality of fabric and finish have become table stakes. And that is probably what's catalysing the shift in favour of the Branded segment. 
 
How is eCommerce as a market for fashion products?
Fashion is the largest contributing category after electronics and has been key in driving the eCommerce growth in India. As a brand, we've been able to reach out to new markets and consumers across India and internationally.We have been able to showcase our entire collection online, which is not always possible in every store.It's a channel that allows you to experiment, make quick decisions and get customer feedback.Also, we are able to gain key insights into our customers, which we would not be able to source offline.
 
How physical distribution/ stores will change in your sector in the coming times?
Omni-channel will be big - One consumer. Multiple mediums. One experience.Customers will expect to be recognised in the near future, no matter where they are at: in your store, on your site, on your mobile app, on marketplaces, on social media.Trends like 'buy online' and 'pick up at store' or 'pay in store' and get it delivered to your home from another store will be mainstream.
Centralisation of inventory will be key in going forward.Quality of fabric and finish have become table stakesManohar Chatlani, Managing Director & Chief Executive Officer, Favourite Shop & Soch Studio, talks to Retailer Media about the shift in favour of Branded Indian fashion wear.
 
How your brand resonates with the needs of modern consumer?
Modern India is a nation of young, confident people eager to climb the social ladder and willing to experiment. Their newfound confidence pushes them to wear and flaunt our heritage of colourful fashion. They are, however, increasingly demanding and almost unforgiving when it comes to consistency of quality and finish. Add to that, the fact that as a nation we are hardwired to seek the best price-value equation. Soch has got all that right - as much as 70% of our most loyal consumers are urban women between the age group of 27-35. There can be no bigger endorsement than that for us to claim that we resonate the needs of modern Indian consumers.
 
How the consumer has changed towards your industry/ product in the last few years?
The biggest change we see is that the tide has finally turned in favour of Branded Indian fashion wear. Consumers have become more demanding. Consistency and quality of fabric and finish have become table stakes. And that is probably what's catalysing the shift in favour of the Branded segment. 
 
How is eCommerce as a market for fashion products?
Fashion is the largest contributing category after electronics and has been key in driving the eCommerce growth in India. As a brand, we've been able to reach out to new markets and consumers across India and internationally.We have been able to showcase our entire collection online, which is not always possible in every store.It's a channel that allows you to experiment, make quick decisions and get customer feedback.Also, we are able to gain key insights into our customers, which we would not be able to source offline.
 
How physical distribution/ stores will change in your sector in the coming times?
Omni-channel will be big - One consumer. Multiple mediums. One experience.Customers will expect to be recognised in the near future, no matter where they are at: in your store, on your site, on your mobile app, on marketplaces, on social media.Trends like 'buy online' and 'pick up at store' or 'pay in store' and get it delivered to your home from another store will be mainstream. Centralisation of inventory will be key in going forward.
Manohar Chatlani
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