19 DECEMBER2021sectors, the impact will be more disastrous for workers in the latter.Moreover, consumer sentiments and demands have also taken a radical shift. It has affected the over-all fashion choices for consumers. The most important shift we see in the fashion industry is how comfort clothing had become the new pandemic trend.Maintaining consistent sales when people are watchful of their spending and buying things that are only necessary instead of splurging on luxuries, is quite a challenge. Pandemic`s second wave has shut down physical spaces and E-commerce presence is now vital for survival. This in turn has made both customers and retailors tech savvy and they are now looking for new shopping experiences through technology, as web shopping gives them the experience of shopping without the fear of getting infected. This is very convenient as it saves time, energy and is in line with our government's social distancing norms. Additionally, Indian shoppers are now happy to try shopping via the digital space as web shopping gives them the benefit of return and exchange in a hassle-free manner. Price comparison from different sources also becomes easier and since all of us have adapted to the new mantra that less is more, we are no longer lured by sales person and indulge in impulsive buying and end up in overconsumption. Keeping this in mind, all retailers must be innovative to stand out in the competition whilst offering something exciting to retain the interest of customers in their brands. Indian retailers must also have knowledge about the local competitors, carving out a niche that sets us apart and identify our strengths and weaknesses. In order to open up new ideas in the market and analyse what works or does not work, we must research how similar businesses are functioning, what mistakes to avoid and discover trends that are workingwhich can be implemented into our own business. We need to attract new customers while keeping our existing clients happy. Social media and advertising are super important channels to spread the word about our business. Creating flexible payment terms and adopting online sales platform is also the need of the hour.Brands are also reworking their production strategies. They are now working on smaller collections manufactured with less waste and respecting worker rights. Consumers of fashion have also become really cautious of societal and environmental impact of clothing. When receiving their order they prefer bags and boxes made from biodegradable, recyclable materials, after all, the surging popularity of ethical textiles is part of a broader shift towards the circular economy. THE MANUFACTURING PROCESSES SHOULD BE OPTIMISED TO CONSUME MINIMAL TO NO WATER. MOST OF THE WATER CONSUMED IN THE MANUFACTURING PROCESS FLOWS OUT WITH VERY HIGH LEVELS OF CONTAMINANTS
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