Indian brands turn to Instagram sales and initiatives as shops shut

By

Isabelle Crossley

Published
Mar 24, 2020

Shops shutting and lockdowns across India have put a spanner in the works for India’s new crop of up-and-coming fashion brands, but many are embracing social media to grow their fan base as shoppers stay home.

 
Although the current lockdown in many cities including Mumbai, Goa, New Delhi, and Chennai has halted all clothing, accessory, and jewellery store sales and even prevented brands from mailing out products purchased online, many labels are taking the opportunity to promote their latest collections online, offering delivery after the lockdown lifts. 
 
Noida-based womenswear brand Notebook, which is currently promoting its spring/summer 2020 collection on Instagram, told FashionNetwork.com that it will be ready to ship orders from its dedicated e-commerce store after the lockdown.

The brand launched the collection on the runway at Lotus Makeup India Fashion Week last autumn and it features workwear inspired detailing and a utilitarian take on femininity. The fashion week had to postpone its upcoming spring edition due to the virus. 
 
Mumbai and online-based vintage store No Borders is also retailing online only for the time being. The store has also launched a campaign titled ‘NB Global Diaries’ and plans to share global stories “to get a glimpse into various ways in which people around the world are being affected by the lockdowns and the virus,” the brand announced on Instagram. The current situation may void all sales opportunities, but shrewd brands can take the opportunity to build stronger communities.
 
Delhi-based brand Indigene recently launched its ‘Stargazing’ collection for spring/summer 2020 on Instagram along with an exclusive photo campaign shot by Kira Issar. The collection features embroidery by rural craftswomen and currently retails from the brand’s e-commerce store.
 
Handloom womenswear brand Eka has also orientated its Facebook and Instagram posts around the current lockdown and pandemic, offering tips to fans on how to stay grounded and sharing motivational stories about its employees. 
 
By building connections through social media, especially on millennial-favoured Instagram, brands can ensure they have a dedicated fan base ready to purchase garments when the lockdown ends, whenever that may be.