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Published
Sep 17, 2021
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Clothing retailers go online, offer 'phygital' solutions for Durga Puja

Published
Sep 17, 2021

Many clothing retailers are encouraging shoppers to browse and make purchases online, innovating ‘phygital’ shopping solutions during Durga Puja, this year to respect ongoing Covid-19 precautions.

A third wave of Covid-19 could halt the trend towards retail recovery so many stores are encouraging online solutions - Archivo


Durga Puja, for which celebrations will run from October 11 to 15 this year, is a traditional time to buy clothing for those that follow the festivities. As the threat of the pandemic continues, many fashion retailers are mixing online and offline shopping to promote sales and safety, the Times of India reported.
 
“In the initial phase of the pandemic, our sale was very low and we really had no resources,” clothing and textiles brand Nextiles designer Suchismita Dasgupta told TNN.

“Having enough work for the tailor, weaver etc was turning out to be more difficult. So, I spent a lot of time creating digital content and posting regularly. We also started making masks and Covid friendly clothing to keep going.”
 
Dasgupta continues to follow strict safety precautions in-store and is encouraging people to shop online. Some online to offline solutions include encouraging shoppers to browse and choose items online then to come and try on their pre-made selection in-store or at home.
 
Despite the fact that lockdowns have lifted across India and many areas have little to no retail restrictions, the threat of a third wave of Covid-19 over the winter still looms. Many retailers are attempting to keep up with safety precautions to avoid a future lockdown and the economic challenges it would bring.
 
“We now create dedicated collections for online uploads, creating multiple pieces of the same things to be sold online and ensuring regular uploads,” Byloom partner, Bappaditya Biswas told TNN, about how the pandemic is still influencing products. "Earlier, it was only sarees. But now, we try to upload other products too.” 

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