Incepted in 2021, DressBio’s journey began as an online e-commerce luxury fashion brand. Inspired by the fierce, independent, and beautiful women, each design created by the brand is a testament to classic, old-world charm fused with modern, innovative elegance. The brand offers a wide range of collections which include customized apparel and accessories.
In an exclusive interview with IndianRetailer.com, Rosie Gulati, Founder, DressBio, a luxury women's fashion wear brand, talks about the shift in consumer behavior post-pandemic and the brand’s strategy going forward.
Impact of Pandemic on Luxury Fashion Industry
Pandemic has vastly impacted all the sectors and left it uncertainly open-ended where one cannot predict the future as easily as they could earlier. However, this impact is undoubtedly going to increase the importance of the influence of fashion and luxury retail/ e-commerce. The pandemic has brought a paradigm shift in consumer behavior along with the revenue generation of the particular brand. The sales went down to a halt due to a surge in cases and lockdown in several states and cities. It also has left the designers, tailors, raw material producers, and other employees in a vulnerable state.
Paradigm Shift in the Consumer Behavior
Consumer behavior has evolved over the years; generation-wise. In the past few years, we have noticed the pattern and mindset of generations while purchasing. Earlier, it was more offline than online but with the evolution of technology and payment gateways, everything is available at a click.
To increase consumer engagement, we are planning more to focus on personalized products as per the demand of the consumers. And moving forward, we will be working extensively on our social media pages that will help us with the engagement as the usage of social media has drastically increased as most people are working from home and staying at home.
Technology Plays a Vital Role
Technology is playing a vital role during times where physical presence is a matter of risk for everyone. Keeping the millennials and Gen Z in mind, and for businesses like us, we are planning to engage through our digital platforms; from showcasing our new collection to unveiling the couture designs. Technology has helped us create more personalized experiences for consumers.
In light of the ongoing pandemic and its impact on the economy, we have launched this online store of DressBio. We want our customers to fulfill their desire of having the experience of customized luxury wear. We are also trying to shift the majority of our business online that will make it easier for fashionistas to reach out to us.
We are looking forward to increase the reach of DressBio to the target audience and beyond that, we aspire to make it to the top 10 luxury fashion brands in the next 5 years. India is a huge market with a vast palette for luxury across tier I, II, and III cities. So, Dress Bio is aspiring to create luxury hubs that will steadfastly cover the whole country, keeping the customer luxury sentiment in top priority, specific to the demographics and psychological mindset.