| | September 20218In 2020, the fashion landscape has witnessed a major change in the shopping behavior of customers. This year, after navigating customers' fashion tastes and patterns of apparel shopping, fashion startups have come up with new sets of implications. Last year, busi-nesses were adversely impacted by the pandemic and faced unexpected consequences. The fashion industry is now all set to make a comeback after a brutal and unrelenting en-counter with theglobal pandemic last year.With the switch to remote work, people were forced to shift their purchasing behaviours which brought a change in both workplace and home outfits. Though the pandemic has shaken some of the foundations of the fashion industry and posed some serious challenges, it has even paved the path for opportunities heralding a time for change. CHALLENGES FOR FASHION STARTUPS IN INDIAThe fashion industry will take some time to bounce back and recover the revenue lost last yearby implementing a few wise and time-relevant strategies. Some of the current hurdles the players in the ecosystem are facing include:IMPROVING SALESDuring the pandemic, when the physical stores remained closed for several months, sales dramatically decreased. The post-Covid customers will make purchases with a purpose, that's one of the most significant changes fashion start-ups will come across. Now, they would need a clear and compelling reason to buy clothes, footwear, and accessories. When everyone is working from home and there is no scope left for outing and partying for the next few more months, improving sales would be a challenge.Amidst partial lockdowns in different states of India, the apparel and manufacturing sector has experienced a discouraging decline from store closure and stay-at-home orders from state governments.UNDERSTANDING CUSTOMER DEMANDS When it comes to the demand side, three major key trends are directly impacting purchases and consumers, such as value for money, sustainability, and digitalization. Consumers will be more aware and conscious of their shopping needs now more than ever and working to digitize one's venture is required to stay afloat and tide over the current crisis. Digital presence is key to acquiring and retaining customers. STREAMLINING FINANCIAL COSTS As many entrepreneurs do not invest in technology when starting out, their beginning years are marked by attempting a reconciliation between buyers and suppliers. TIME FOR CHANGE: CHALLENGES AND IMPLICATIONS FOR FASHION STARTUPS ININDIABy Rosie Gulati ,Founder DressBioVANTAGE POINTRosie Gulati,Founder
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