BIG IDEAS
PSYCHOLOGY / NEW FORMATS / WINTER WEAR
INDEX
• Consumer behavior
• Impact on product
• Product examples
• Fashion trucks
• Omni-channel platform
• Supply chain
• Marketing / Advertising
• Payment
• Employee engagement
• Winter wear
• Non – winter wear
CONSUMER BEHAVIOUR
Buying behavior will be based on 3 factors:
RELIABILITY
TRUST
Consumers will make purchases from brands
providing high standards of hygiene and
strictly practicing safety guidelines
Consumer purchasing decision will be based on
brands providing maximum transparency in
supply chain activities where delivery timelines
and e-payment securities will be maintained
FINANCIAL
SUPPORT
Consumer will seek credit buying support as a
result of negative impact of lockdown on liquidity
in hand.
IMPACT ON PRODUCT
• Consumers will shift towards purchasing essentials where buying less but buying well will be practiced
The Shift
• Essential table products, F/S T-shirts and masked hoodies can be centered to positive community based messages like
“Together We Stand”, “Stronger together” and more. Use anti-bacterial and anti- microbial fabrics for germ-free
protection. Introduce merchandise with hidden masks / detachable pockets and multi utility zippers as self – security
Opportunity
will be practiced post COVID – 19 impact. Can introduce fashion masks
Big bets
How to
Sell?
• Leisure line will see higher sales as a result of the Lockdown effect. Big Bets will be taken for Knitwear: H/S T-shirt,
Joggers and Shorts for comfort. Fusion wear: Woven joggers having indoor and outdoor functionality. Shorts: Cargo
and loose shorts as will be trend. Covered clothing: F/S T-shirts, hooded T-shirts and masked hoodies
• Introducing Fashion Trucks – a grab and go model, strengthening E-Com and using Omni-channel platform to sell the
products , along with contact less stores
Shorts with detachable zip pouches
Embedded masks
FASHION TRUCKS
Format based on Grab and Go / Fashion on Wheels
•
Fashion on wheels to reach to customers, can be used to drivesales and
marketing , early player will grab attention of media
•
Service can be provided at close catchment areas demand by number of
people and group buying living the same society / locality
•
Can function as a “One Stop Shop” which not only provides apparels but also
non – apparels, fashion mask and hand sanitizers The truck will be covered in
big glass windows to make the merchandise completely visible
•
QR codes will be assigned to products where the consumer can scan and make
the purchase order through Pantaloons website/app (QR code will direct the
consumer to shopping basket) or a packed piece will be given to the customer
than and there subject to availability of stock
•
Idea is to minimize human contact based on “Contactless Shopping”
experience
MARKETING / ADVERTISING
Shift will be seen in social media marketing where the consumer itself can be the voice of the brand
Create product awareness on social media platforms like Instagram, Facebook and Twitter handles by
popularizing tags like #YourFriendPantaloons , #HappyToHelp, # ShareYourStories, #PowerInOurHands
Involve trusted social media influencers to curate styling videos and highlight brand offerings
Apps like Zoom has shown drastic growth and can be used as a platform to show ads targeting
school and college student and widen the reach to the right customer
Tap emotional quotient of consumers by creating advertisement stories centered to family and
togetherness led by COVID-19 which will in turn create a positive impact and consumer relatability, this
can be shown as a 30min YouTube ad which cannot be skipped
OFFERS: Utilize word-of-mouth strategy where a consumer can post a selfie with the garment and tag their
friends in turn they can avail online discounts coupons on next purchase, this will also help in building trust
among the consumers and generate potential targets
Consumers adapt to
the new normality of
self-isolation,
advertisers need to
change their
communications
strategies to offer
reassurance and
support
OMNI-CHANNEL PLATFORM
Strategy: To improve consumer experience and build better relationships with
target audience which will help in creating consumer reliability and a sense of trust
Process: Focus on strong display of products can be given making styles visible to
the consumer in stores who can scan QR codes assigned on the selected style and
will be delivered to their doors or packed fresh will be given to them Customer
need not to touch the garment This can be done using mobile app or on
Pantaloons online website. The order can be accordingly tracked by the consumer.
Product Display: The merchandise display can be revamped in a way where
products are clearly visible to the consumers
Cities targeted: Major shift can be seen in tier 2 and 3 cities as most of the people
have moved to their respective hometowns
SUPPLY CHAIN
•
Consumer will prefer online shopping from brands where hygienic and safety measures are strictly
practiced
•
In order to ensure safety standards, footprint chronicles is required giving transparency of product details
regarding manufacturing norms (where it was manufactured) to warehousing to final shipment, all the
information can be accessed by the consumer through OR code scanning which will be attached on the
package once delivered to the door, QR code will direct the consumer to website where details regarding
the product will be displayed
•
A sticker indicating “Safe to Touch” will be attached on delivery boxes / package which will provide
assurance on non carriers of any disease
•
Establish cleaning and disinfection programs to ensure the correct hygiene standards are met at
warehouse level to reduce the risk of disease outbreak.
“Safe to Touch” sticker on packages indicating non carriers of diseases
SAFE TO
TOUCH
PAYMENT
• Leveraging with Bajaj Finance and other credit service providers to enable credit buying facilities to loyal consumers where
0% interest will be charged on EMI in order to ensure financial support also applicable to bundle offers like 6k/ 6k offer
EMPLOYEE ENGAGEMENT
• Reward employees with customized hand sanitizers for showing maximum
productivity
• Provide local gift cards / vouchers which can be redeemed post COVID-19
• Circulate Pantaloons exclusive stickers to employees
with their address
stating “Pantaloons HO is here now” and ABFRL customized goodies like
sanitizers which will encourage a positive working environment
Mask
Cloth face coverings/Home made masks should—
•fit snugly but comfortably against the side of the face
•be secured with ties or ear loops
•include multiple layers of fabric
•allow for breathing without restriction
•be able to be laundered and machine dried without damage or change to
shape
Should cloth face/Home made masks be washed or
otherwise cleaned regularly? How regularly?
Yes. They should be routinely washed depending on the frequency of use.
How does one safely sterilize/clean a face mask covering?
A washing machine should suffice in properly washing a face covering.
How does one safely remove a used face mask covering?
Individuals should be careful not to touch their eyes, nose, and mouth when
removing their face covering and wash hands immediately after removing.
Usage and Care
Tutorial
1. Cut out two 10-by-6-inch rectangles of
2. Fold over the long sides ¼ inch and hem.
cotton fabric. Use tightly woven cotton, such
as quilting fabric or cotton sheets. T-shirt
fabric will work in a pinch. Stack the two
rectangles; you will sew the mask as if it was
a single piece of fabric.
Then fold the double layer of fabric over ½
inch along the short sides and stitch down.
3. Run a 6-inch length of 1/8-inch wide elastic
through the wider hem on each side of the
mask. These will be the ear loops. Use a large
needle or a bobby pin to thread it through. Tie
the ends tight.
4. Gently pull on the elastic so that the knots
are tucked inside the hem. Gather the sides of
the mask on the elastic and adjust so the mask
fits your face. Then securely stitch the elastic in
place to keep it from slipping.
TECHNICAL SPEC
MATERIAL OPTIONS
JERSEY
MESH
COTTON
CHARACTER PRINTED MASKS
GEOMETRIC MASKS
GEOMETRIC PRINTED MASKS
GRAPHIC MASKS
STRIPED MASK
PLAID MASK
STRIPES AND PLAID MASK
CONSUMER TREND POST COVID-19
Content
•Overview of fashion industry
•Consumer Sentiments
•Consumer Engagement
•E-commerce/ online shopping
•In-store innovations
•Product innovations
Fashion industry post Covid-19
•Once the dust settles on the immediate crisis, fashion will face a recessionary market.
•Post Covid-19 fashion will accelerate towards some of these consumer shifts, such as a growing antipathy
toward waste-producing business models and heightened expectations for purpose-driven, sustainable action.
•Digital acceleration, discounting, industry consolidation and corporate innovation will be prioritized once the
immediate crisis subsides.
•The five themes that will set the agenda once the dust settles are:
1. Survival Instincts
2. Discount Mindset
3. Digital Escalation
4. Darwinian Shakeout
5. Imperative Innovation
Consumer Sentiments/Behavior
•How brands react in this crisis will redefine the meaning of authenticity, casting them in a positive light as the
human and economic toll of the outbreak sets in.
•Understanding your consumers 'safety should be a fundamental part of a brand strategy.
•As the nature of fear shifts and a new range of emotions emerges, such as eco-anxiety, brands should reassess
their strategies and create a sense of security and adapt their relationship with consumers accordingly.
•Make comfort a key focus and embed it in all of your brand's outputs, from the design of products to your
communication on social media platforms.
•Customers would have reflected on their needs as they increasingly question
what brings fulfilment in their lives during lockdown not everyone will
become impulsive shopper after lockdowns open up.
•Consumers will be on the outlook for affordability , Product quality and looking
to have their values reflected in what they consume.
•People will avoid renting” REUSE AND RESALE” as consumers increasingly feel
less comfortable about products that they don't know the full ownership
history of.
Consumer Engagement
•Companies especially need to be cautious about
communicating with inactive consumers
•Potential medium to communicate with stake holders in
addition to email are social media, online video and
podcasts
•45% of global consumers are devoting more time to social
media- over 10% are also creating and uploading videos
themselves
• Important to have a human- first rather than consumer
led approach in your messaging
Consumer Engagement
Pantaloons X Tik tok challenge
• TikTok, with the app recording 113 million downloads in February, making it the app's best month for
downloads, as the app nears 2 billion lifetime downloads.
•
Invest in virtual brand activations. Reallocate funds from physical activations to social, streaming and
gaming.
https://www.tiktok.com/@pantaloonsfashion?lang=en
Digital Engagement
• NEW RETAIL SOLUTION: Physical retailers should partner with ecommerce and online players to
gain necessary tools of digital interfaces and distribution to reach consumers for last-mile delivery.
• VIRTUAL ENHANCEMENT: Allowing users to virtually shop the stores and kiosks through Virtual
reality.
• Adapt marketing communication strategies to offer reassurance and support to engage customers
such as use of live stream bloggers, customer engagement through various channels with fashion
influencers, livestreaming sessions to turn empty stores into virtual shopping stages hosted by the
staf
• INFLUENCER PARTNERSHIP: Content related to new daily realities post covid-19.
Ecommerce/Online Shopping
• 13% of shoppers made their first online order in the last six months. (8% - First time in last six
months, 5 % first time ever )
• In click and collect model, more than 19% of shoppers made an order first time in last six months
and 14%, placed an order for first time
• Curb- Side Pickup can be a means of doing so, where order can be placed online and pick can be
made at any store as per convenience of the customer
Ecommerce/Online Shopping
• Digital at the center of operating model
• In China, e-commerce has attracted new customer segments and markets
• The opportunity to increase a digital and e-commerce offering for middle-aged or baby boomer
customers is on the rise.
• Explore new ways of partnering with established e-retailers.
In store selling innovations
• Consumers will look up to brands to redefine the value of trust
• Upgraded level of in-house services that provide comfort and a sense of well being
• More innovations for low-touch services, more sanitary display and handling of merchandise
• Touchless or robust self-checkout options, In US , a whopping 87% of shoppers prefer to shop in
stores with one form of self-checkout