Azzaria is a lingerie brand which has recently introduced in the Indian market. The brand aims to target customers across the nation, diversifying our range as we keep encompassing fresh trends and requirements while continuing the journey. In an exclusive conversation with Aariz Nizam Ansari, Founder of the brand talks about growth strategy.
Coronavirus has weakened consumer sentiments; therefore, there is a surge in value shopping. What kind of shopping trends you have observed since unlock1.0?
We are relatively new to the market, so I don’t think it would be appropriate to comment on that as of now. But, in general, Consumers have moved away from brick and mortar shops to buying from online stores that deliver the products at their doorsteps. Consumers are looking for new ways of engagement through technology. The e-commerce sector has found a collective affinity from such consumers. Consumer buying trends have also shifted dramatically from luxury-spends to long-running and quality-yet-affordable products. They have tightened their purse strings to survive the cash crunch in this time of crisis. This is another reason why consumers need high- quality yet pocket-friendly products.
When do you see premium shopping touching back to pre covid level?
While the whole world is trying to shift their operations online, retail is one of the sectors which is difficult to completely make the shift. Since, crowded places like malls and retails stores, can easily be carriers of the virus, there remains a certain stigma attached to it. Such realities would be a game changer for the sector. There remains a lot of looming uncertainty making it difficult to accurately visualize the post-COVID scenario. Within the retail sector, the effect on mass merchandise stores as compared to lifestyle formats including malls would be very different. While it is true that many stores would be facing inventory pile ups, several others might run into severe supply issues. Currently various categories are not able to manufacture and source raw materials. Thus, when nothing is made, nothing can be supplied. Additionally, retail requires a fast rotation of working capital. With inventory pile ups, many smaller stores might find themselves in a cash crunch.
Which were your uptick categories just after lockdown gets over? What were your strategies to stay relevant in the new normalcy?
While the health crisis is far from over, there have been glimpses of good retail news – this includes not only essentials like food and grocery but also fashion and home furnishings.Integrated store and online shopping technologies have been helping retailers like us make sales. In addition to new consumer behavior is also largely shaping trends.
Azzaria has introduced the concept of “Free Flow Technology” Tired by the confusing cup sizes of so many lingerie brands, troubled by the shackles of each boundation associated with the same, Azzaria has the perfect solution for you.
Today online retail has become very vast and we are seeing the emergence of concepts like live retail, community commerce, social commerce, live streams amongst others. Being an online player yourself, how are you looking to expand the reach of the brand to cater even wider audience.
The impact of the coronavirus outbreak on the fashion retail segment is more visible when compared to other industries. The industry is facing an impending financial crisis and insolvency due to the high cost of goods, fixed rentals, and employee costs. COVID-19 has thrown the entire ecommerce landscape for a loop, with consumers’ buying behaviors seemingly changing overnight. While some trends have accelerated, others have declined unexpectedly, and the impact Azzaria is feeling is best expressed in the way we have adopted:
To reduce support and service calls, we at Azzaria are introducing self-service tools on our website like chatbots, instant customer care support. Even after the crisis, we will give customers more control over their shopping journey, whether online or offline. We are rapidly investing in technologies that promote self-service behavior such as better product search tools can make shopping more intuitive, helping customers find and buy the items they want—faster and easier.
We give our customers full visibility into our products in terms of availability and location by the unique use of inventory transparency. This is especially helpful for customers who don’t want to linger in stores. We are in the process of accelerating tech-enabled shopping and omnichannel retail.