Apparel Brands Dress Up For Festive Surge With Omnichannel Presence, Sustainability

As India's festive season kicks off, apparel brands are preparing for the anticipated surge in demand by fine-tuning their strategies. With an ever-evolving retail landscape, brands must balance online and offline approaches, with sustainability now at the core of their festive collections. Technology plays a pivotal role in bridging the gap between digital and physical stores, providing a seamless shopping experience. Industry leaders are leveraging innovative tools to capture consumers' attention and stay ahead of the competition during the most lucrative time of the year.

Omnichannel Strategies: Harmonising Online And Offline Shopping
The convergence of online and offline shopping experiences is no longer a trend but a necessity for brands navigating the festive rush. Consumers now expect a seamless transition between the two, demanding convenience and personalization across all touchpoints.

Zeba Khan, Director of Fashion and Beauty at Amazon India, highlights the importance of omnichannel strategies and comments, "Brands are continuously harmonising their online and offline presence to captivate festive shoppers. At Amazon Fashion, we leverage technology like virtual try-ons, personalised recommendations, and our AI-driven ‘Outfit Builder’ feature to offer customers a complete look, whether they are shopping in-store or online."

Technology Is transforming both channels. For in-store experiences, digital integration enhances customer interactions through tools such as mobile payment systems and personalised recommendations from sales associates. "Our omnichannel model ensures that customers can easily browse collections online or in-store with personalised experiences at both ends," says Jaiwant Singh Dhingra, Director of Numero Uno. "With AI-powered tools, we tailor recommendations and make the shopping experience more personal."

For platforms like Amazon, technology enhances the shopping journey with innovations such as the “Wear it with” tool and image-based search functions like Style Snap, enabling customers to discover products with ease. "Our goal is to make fashion shopping enjoyable, personalised, and convenient by blending selection and technology," adds Khan.

Ankit Jaipuria, Co-Founder of ZYOD, also stresses the critical role of technology: "Brands use features like click-and-collect, AI-driven personalisation, and real-time inventory tracking to ensure a consistent shopping experience. This omnichannel approach drives both online sales and in-store visits, especially during the festive season."

ECommerce Giants Gearing Up For Festive Boom
The festive period is a defining moment for ecommerce platforms, and preparation for it starts months in advance. Platforms like Amazon ensure they are ready for the rush by enhancing their inventory management, optimising logistics, and focusing on marketing efforts well before the season begins. Jaiwant Singh Dhingra explains, “Ecommerce platforms finalise their preparations 15 days before the festive period, stocking up on trending styles and boosting inventory to handle the extra traffic.”

Zeba Khan reveals how Amazon Fashion is prepared for this year’s festive shopping spree: "We offer a curated selection of over 30 million products from 1,500+ brands and deliver to 100 per cent of serviceable pin codes across India. Over 97 per cent of pin codes receive deliveries within two days, and with Amazon Prime, more than 10 lakh products are delivered the same day."

Ravi Gupta, Creative Director of Gargee Designer's, notes how ecommerce platforms are increasingly relying on data analytics and AI to stay ahead: “Platforms use data to tailor recommendations, forecast demand, and offer promotions during the festive season, ensuring they are well-stocked with high-demand products."

Sustainability: The New Norm in Festive Fashion
Sustainability has become a significant driving force in the fashion industry, particularly during the festive season when consumerism is at its peak. As shoppers become more eco-conscious, brands are responding by incorporating ethical practices into their collections.

Zeba Khan emphasises Amazon Fashion's commitment to sustainability: "Many of our seller partners embrace eco-friendly practices, offering products like Fabindia's eco-friendly collection and M&S’s linen offerings. We aim to provide styles that resonate with Gen Z and millennials, who are increasingly seeking fashion that aligns with their sustainability values."

Sustainability is not just about the product but the entire production process. Numero Uno’s Jaiwant Singh Dhingra explains how their brand integrates eco-friendly materials and processes: "We use organic cotton and recycled fabrics in our denim line, and our effluent treatment plant ensures zero liquid discharge. Our packaging is also becoming more eco-friendly, reducing plastic use."

Ankit Jaipuria of ZYOD sees this shift as an opportunity for brands to align with changing consumer preferences: "Brands are focusing on sustainable fabrics, ethical production processes, and just-in-time manufacturing to reduce waste. Festive collections are now designed with both style and responsibility in mind, meeting the growing demand for sustainable fashion."

The festive season is no longer just about fashion and trends; it’s about making conscious choices. Pooja, Senior Designer at Silchic, believes that sustainability is here to stay: “Festive collections now blend style with sustainability. Consumers are demanding eco-conscious products, and brands are responding by reducing waste and offering transparency in their supply chains."

A Festive Season of Innovation and Responsibility
As the festive season approaches, apparel brands are not only focusing on the latest trends but also on how to cater to the modern consumer's expectations. From omnichannel shopping to faster deliveries and sustainable practices, the fashion industry is witnessing a transformation that combines innovation with responsibility.

"Technology is the backbone of our approach," concludes Khan. "With personalised experiences and seamless integration across online and offline channels, we ensure that every customer finds the perfect festive ensemble, all while staying true to sustainable practices."

With sustainability, technology, and consumer-centric strategies at the forefront, this festive season promises to be a time of both style and purpose. The brands that strike the right balance between innovation and ethics will undoubtedly emerge as winners in the race for festive shoppers.

Tarannum Manjul

BW Reporters Indian Journalist with over two decades of experience in TV and print, writing on politics, governance, lifestyle and more