During lockdown Indian e-commerce platforms attracted a bonanza of international investment from the likes of Facebook and a fund backed by LVMH. What can fashion brands do now to tap into this complicated but colossal $43 billion opportunity?
Arvind Fashions, which operates 28 brands in the Indian market, including Tommy Hilfiger and Calvin Klein, saw e-commerce sales grow 230 percent in 2020, according to an interview published in The Economic Times with chief executive Shailesh Chaturvedi.
New technologies and functionality are unlocking seamless social shopping experiences, spurring brands, consumer and investors. Brands should double-down on tailored in-app purchase journeys and test livestreaming and augmented reality try-on, among other tech opportunities.
Vietnam is already an important sourcing hub for companies like Zara, H&M and Nike — and an increasingly valuable way for brands to reduce their exposure to China — but supply chain experts say it is not as attractive as it once was.