One of my favourite lockdown pastimes has been to scroll endlessly through e-commerce sites. I don’t actually shop most of the time — what I really enjoy is going through the catalogs across sites to see how their imagery has changed, the way they’ve scrambled to assemble post-pandemic fashion trends (an actual thing) and just as a way to escape from the uncertainty that has comfortably pervaded into our lives.

Scrolling vs Searching

After a few weeks of scrolling, I began searching. It was sparked off by the fact that I’d seen something on a site the previous day while scrolling and wasn’t…


It’s five times more expensive to acquire a new customer than to retain an existing one. So how does a retailer, at an age when the consumer has endless choice, retain a customer? The answer, it would seem, lie in loyalty programmes, which will not only power customer retention but also define retail experiences. Here’s how -

New Age Loyalty

The most successful loyalty programmes — think Sephora’s Beauty Insider or Starbucks Rewards, are not only friction-free but offer more than just points. Sephora, for example, offers premium products, just for signing up, along with rewards for birthdays and invitations to events, among…


About ten days ago, Sapna Maheshwari wrote in the New York Times about the rental boom. The point of ownership, she writes, is not to own at all, but rather “to experience the thing.” The article goes on to talk about the rental boom and brands starting their own rental programmes, the latest being Urban Outfitters with their rental service, Nuuly, which launched this month. Renting clothing is a natural consequence of the experience economy which is why brands and retailers must consider making the shift themselves — and it might just be the best thing that happened they did…


In November 2018, Management Consulting Group Bain released the 17th edition of their annual luxury study. Among the many findings that were reported, perhaps the most standout piece of data was that the bulk of Chinese luxury consumers — 58% — were from Tier II cities and below. Luxury consumers from the Top 4 cities — Beijing, Shanghai, Guangzhou and Shenzhen, only accounted for 20% of total consumers.

The above statistic makes it evident that the modern luxury consumer cannot be mapped to a certain part of the world, a certain part of society or even a certain age —…


In early 2017, Sézane, the Parisian Chic fashion brand, dropped a new line of jeans on their site. All the pieces in the collection, an estimated 7500 units, sold out within a few hours of going live. Fast forward a few months later, Sézane began operating its own boutiques — only to find endless lines of women on the street, queuing up to buy their new releases. Some would call Sézane a successful fashion brand.

Some others would call it a cult.

The Direct To Consumer Model

Sézane isn’t the only brand with a cult following. Allbirds, GoodAmerican, Rouje, Realisation Par and Reformation are the…


There’s no skirting the terrible environmental costs that fashion has incurred over the last couple of decades. The fashion industry (apparel and footwear combined) generated 3,990 Million Metric Tons of Carbon Dioxide — and this was just in 2016. Currently, the fashion industry contributes to 10% of global emissions (second only to the Oil Industry) and unfortunately, isn’t slowing down anytime soon. It is predicted that the fashion industry’s growth will lead to a 60% increase in emissions by 2030.

Data and Sustainability

In order for a fashion brand to be sustainable — truly sustainable — it needs to crunch numbers. Many sustainable…


If you’re a new brand, would you sell your product on Amazon?

Brand executives across the world grapple with this question every time they get ready to launch their products online. Retailing on Amazon seems like the most logical step for any new brand to take, given Amazon’s massive customer reach, logistical strengths, GenZ’s preference for the platform and the fact that setting up shop on Amazon takes mere minutes. However, there are significant pitfalls for brands who choose to sell on Amazon that might have a bearing on the brand’s future.

Fake Reviews And A Vulnerable System

It was reported yesterday that Amazon is flooded…

Lavanya Mohan

Fashion and Retail Enthusiast. I head Content at Vue.ai.

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