Building Resilience through Omnichannel Strategies in the Evolution of Apparel

By: Anshu Grover Bhogra, Chief Business Officer, Forever New Apparels

Anshu G. Bhogra is a seasoned professional with over 20 years of experience in fashion retail, specializing in brand strategy, partnerships, and growth. Passionate about empowering women, she leads D2C, Marketplace, and Omni businesses, fostering innovation, collaboration, and customer-centricity in her leadership approach.

In an insightful interaction with Women Entrepreneurs Review, Anshu shares insights on the evolving apparel market, highlighting key consumer behavior shifts, the integration of digital and physical channels, balancing global scalability with local relevance, and effective risk management strategies for future resilience.

How would you assess the apparel market’s current landscape? What are the key shifts in consumer behavior that brands should prepare for in the coming years?

Customer preferences are evolving, with a growing focus on multifunctionality and comfort in products. Minimalism is driving consumers to value quality over quantity, leading to more intentional and discerning purchasing decisions. Additionally, the shift towards online shopping and immersive digital experiences is unmistakable. Customers now expect seamless omnichannel shopping experiences, blending physical and digital touch points effortlessly.

Personalization has also emerged as a key demand, with shoppers seeking tailored experiences that cater to their unique tastes and preferences. At the same time, there is a noticeable inclination towards sustainable and ethical brands. Consumers are increasingly mindful of the environmental and social impact of their choices, making transparency and responsibility essential for businesses.

In this evolving landscape, brands must adapt to these preferences by offering high-quality, versatile products, leveraging technology for personalization, and committing to sustainability to stay relevant and resonate with modern consumers.

How do you view the integration of digital channels with physical stores in reshaping the consumer journey, and what strategies should apparel brands adopt to create seamless experiences

Customers today prioritize shopping convenience, seeking the flexibility to buy and return through any retail channel. Providing options like home trials, seamless deliveries, and hassle-free returns fosters customer loyalty. Omni-channel retailing ensures that the entire range and inventory are visible across all platforms, preventing missed sales opportunities and enhancing the customer experience.

By adopting omni-channel strategies, brands can better understand consumer preferences and engage effectively. Key initiatives include implementing robust CRM systems and unified loyalty programs to deliver personalized, cohesive experiences while maintaining consistent brand messaging.

To enhance customer satisfaction further, integrations like Buy Online, Pick Up In-Store (BOPIS), Reserve In-Store, and Endless Aisle solutions are essential. Customer-centric return and exchange policies also play a crucial role in building trust. By aligning these strategies, brands can create a seamless, customer-first shopping journey that meets modern expectations and drives long-term retention.

How should apparel brands strike a balance between global scalability and local relevance in their strategies?

To cater to diverse customer needs, brands should focus on creating a versatile main range with broad market appeal while designing localized capsules for specific tastes, seasons, or cultural events. For instance, a "Petite" capsule in India, targeting women under 5’3”, can significantly impact sales, contributing to 20% of the total revenue.

Incorporating size curves specific to the Indian market ensures a better fit, enhancing customer satisfaction. While maintaining a global brand identity, localized marketing plays a pivotal role. For example, Forever New, resonates with Indian audiences by tailoring its digital campaigns and featuring local faces like Tripti Dimri. Partnering with regional influencers adds authenticity and builds stronger connections.

Providing a customized shopping experience across in-store and online channels is equally critical. This approach creates a seamless blend of global narratives with local relevance, strengthening the brand's appeal and market positioning.

How should businesses prepare for potential future crises, and what risk management strategies have proven effective in ensuring resilience?

Building resilience in operations requires multiple strategies, starting with diversifying the supplier base to reduce dependency on any single source. Bringing the supply chain closer to home not only minimizes delivery timelines but also cuts costs and improves agility, enabling quicker responses to changing market demands.

Investing in omnichannel sales is equally crucial. A diversified approach, particularly with a strong focus on digital and direct-to-consumer (D2C) strategies, ensures wider reach and improved customer engagement. This allows businesses to stay competitive in an increasingly digital marketplace.

Additionally, adopting advanced customer relationship management (CRM) systems empowers brands to track, analyze, and respond swiftly to evolving customer preferences. CRM tools enhance personalization and strengthen loyalty, fostering deeper connections with customers.

Together, these strategies enable businesses to achieve greater operational efficiency, maintain market relevance, and build a strong foundation for long-term growth.

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