Indie in India envisions as an Indian independent fashion apparel retailer that offers unique labels ,homegrown. Adding a twist with a bidding system to generate excitement among global fashion enthusiasts. Indian garments have gained recognition for their visually vibrant color schemes, intricately designed patterns, and meticulously crafted handwoven attire. Unfortunately, centuries of colonization led to the decline of India’s weaving industry, a trend that persisted even after gaining independence.
Why Indie?
India’s growing consumer class fueled demand for designer apparel in recent years. The shift became more evident due to increasing disposable income. Luxury stores such as Gucci, Versace, and YSL opened in key Indian cities like Mumbai and Delhi.
In the past decade, people wanted more international brands. At the same time, they also started liking local clothes again. Fashion labels like Norblack Norwhite received acclaim from critics and consumers. Dhruv Kapoor and Jaywalking also gained recognition. In a world where famous brands rule, Indian indie labels face challenges to expand.
This is where INDIE IN INDIA wants to make a change. It goes beyond usual markets to attract fashion fans worldwide.
How Indie works
The store will show indie fashion brands. They will also start a bidding system for used items. In this model, customers can bid on a product. When the highest bid is placed, the item is no longer available for bidding. The seller sends the item to the brand’s warehouse for verification. Then, it is tagged and shipped internationally to the customer. The brand plans to charge a low 5% fee on sales. They will give loyalty rewards to sellers for future transactions at lower rates. This strategy aims to create hype and demand for independent labels. These labels were less visible globally before.
The objectives the brand aims to achieve has been summarized as follows:
- Curate collections to accommodate a general a well as niche tastes
- Go beyond geographical limitations and provide greater brand visibility
- Create a demand for the indie brands by creating an artificial hype using the bidding system
- Overall create a ‘snowball effect’ for India’s independent fashion labels.
DVC FRAMEWORK FOR Indie in India
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