Ethnic wear market in india: consumer insights and business strategies of taana baana by sapna

Abstract

The transformation from online-only sales to physical stores by "Taanabaana by Sapna" is huge challenge for this. In other words, what they want to do is to go from an internet business where people just look for the stuff to have real stores where people can walk in and buy stuff. While this change inclines to some hard issues. Their main problem is just a simple thing: they are not well known. And although they have been successful online, it is difficult to “stand out” in the physical world where there are myriads of other brands for customers to notice. Another difficult thing for young designers is getting their products into stores. The things are not shipped just from a distribution center. It is their job is to understand how work with the suppliers, how to manage their inventory and make sure the products get to the stores on time. Moreover, the issue of distinguishing yourself in a mass production market is not an easy one to deal with. Being up against so many other established brands makes it quite difficult to attract customers and make them prefer their brand instead of going for the same of their competitor that can be compared to searching for a needle in a haystack. However the emergence of these challenges does not cancel out the numerous chances for progress and achievement. Through their ingenious marketing strategies such as organizing cool brand events or partnering with famous bloggers, they can spark the interest of their target market in their brand. Last but not the least they can take advantage of the situation to make working with distributors and retailers streamline their processes to get their product in stores. It's important to note, during the process, that they need to tell casual shoppers stories that connect with them and make them feel happy when they buy from them, so they can turn them into loyal fans. Hence it can still be a steep race for them, but with attacking these challenges head on and utilizing their areas of strength, "Sapna's taanabaana" might start to dominate the fashion industry.