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Who are we?
Elleora is inspired by the Ellora art which symbols Femininity, Elegance combined with luxurious simplicity and confidence. We embrace the essential Indian-ness, simplicity, comfort, and finesse in our fabrics and designs and at the same time, it has modern and comfortable lines thoughtfully curated with the latest fashion trends to give contemporary look.
Who you are, what you believe in: that’s what you wear every day and that is what we aim: To inspire the best version of yourself and to be confident in your own skin, figure and of course your outfits.
Elleora has a simple design philosophy, we design thoughtfully by adding elements from the latest fashion trends with clean cuts and finer detailing without compromising on the aesthetic appeal to feeling comfortable and confident in your outfit. We take the utmost care in making the garment, right from using the best quality fabric, threads, and other accessories. We develop and manufacture fashion of impeccable quality. Our experiments with fabric and designs are the result of research we put in and generate clothing with a difference
How fashion and apparel brands can survive COVID-19
COVID-19 has slowed down sales for businesses across various industries. Especially fashion and apparel.
Why Organic in Fashion?
Protecting Our Planet and Protecting Ourselves: The Importance of Organic Cotton
When picking out that new top or cute dress, the style and fit are the obvious attributes we focus on. But how and where — and from what materials — that clothing is made is important too, especially when it comes to buying organic. We know about the health benefits of buying organic food and using organic cleaning products, but what about organic materials in fashion?
If you are an animal lover, care about what goes on your body or are concerned with the welfare of others, take note: wearing organic fabrics has a major positive impact on your health and the health of our planet.
What makes organic materials, like cotton, so much better than the conventional ones? Organic cotton is grown in a way that uses methods and materials that lessen the impact on our environment. A big effort in the organic movement is to use growing systems that replenish and maintain soil fertility and build biologically diverse agriculture. Organic cotton uses far less water too.
The main benefit of organic materials, however, is that the crops aren’t treated with pesticides, insecticides, herbicides and Genetically Modified Organisms. These toxins are harmful for farmers and workers, us as consumers, and entire wildlife eco-systems.
And yet, less than one percent of all cotton grown is organic. We can and must do better.
Conventionally grown cotton uses more insecticides than any other crop in the world. It is estimated that each year cotton producers use as much as 25 percent of the world’s insecticides and more than 10 percent of the world’s pesticides; an incredible amount for one just one crop.
These chemicals can be deadly. Such pesticides poison farmers all over the world. Factory workers too have to breathe in their fumes during the manufacturing process. According to the World Health Organization up to 20,000 deaths each year are caused by pesticide poisoning in developing countries. Here in the US alone, more than 10,000 farmers die each year from cancers related to such chemicals.
These chemicals seep into run-off water after heavy rains, poisoning lakes, rivers and waterways. Pesticide residue has been increasingly discovered in foods, farm animals and even breast milk. Not only are these carcinogens responsible for thousands of cases cancer in adults, they are particularly harmful to young children who can develop debilitating neurodevelopmental effects.
We even feel the harmful effects of non-organic cottons and fabrics in our daily lives. Irritated skin, rashes and even headaches and dizziness can be caused by the chemical residue trapped in the threads.
More and more brands and fashion houses are committing to organic materials. H&M recently became the world’s largest buyer of organic cotton. Dozens of smaller brands have also championed organic materials, but we as consumers need to do more. If our choices literally kill our farmers, destroy are rivers and streams and endanger our youth we are have an obligation to consider organic along with style and fit. It’s that important.
Understanding and adapting to the ‘new-normal’
1. Consumers are choosing to make more online purchases
eCommerce has been growing at a rapid pace over the last few years. The pandemic only accelerated the adoption across all industries. Consumers now choose online shopping for even their day-to-day necessities to avoid stepping into public spaces.
Fashion and apparel brands now need to consider going online with their products. It will give them the ability to reach out to their existing customers and attract new ones by promoting a ‘safer’ way to shop that lets them experience in-store shopping, online.
According to the Economic Times, Indian consumers may shift to only online shopping in the next 9 months.
2. Consumers are seeking bulk discounts for volume purchases
The new-age consumer is more informed than ever. They are aware of the possible limitations on the availability of items and delivery delays. That’s why you’ll see this new consumer choose to buy certain products in bulk. So they can remain prepared for days to come by making the purchase once. But at the same time, they’re also looking for brands that can offer them discounts on bulk purchases so that they can do the same on other items they need.
Fashion and apparel brands will need to understand their customers better and which of their products in the inventory can be sold in bulk. Creating bundles of fashion wear is a good idea to make more sales right now, but so is keeping in mind what kind of fashion wear the consumer is more likely to put to use as of today.
3. Consumers are spending more time on mobile
In lockdowns and with very few places to go, this new consumer that you’re targeting is spending more time on their mobile devices. According to Social Media Today, people are spending 20% more time in apps alone.
Fashion and apparel retailers need to take this consumer behaviour into account to be able to reach them where they are the most active. It’s a good idea to move past just mobile-web ready online stores to setting up native apps for your store. The easier it is for a consumer to browse through your products, create wish lists and make purchases, the higher will be your conversions.
4. Consumers prefer making online payments
The want of limiting contact with the outside world has increased the number of consumers who choose to make online payments for their orders. You can see a clear drift from opting for COD (cash on delivery) to looking for online payment modes like Netbanking, digital wallets and more.
Fashion and apparel businesses will need to take into account the different types of shoppers their online store will get. It is important to now offer multiple payment modes to consumers to ensure you don’t lose out on sales.
A good idea is to start by analysing what your existing customers chose for making online payments. Then take a look at what other competing brands are offering to their consumers to make online shopping easier. Remember, the idea is to offer popular payment methods in your target area. .
5. Consumers are demanding no-contact delivery
Continuing on the consumer’s need to limit contact with delivery personnel, offering the right delivery mode has also become important to survive the COVID-19 slowdown. If your store has been offering regular delivery methods that don’t boast of the no-contact and doorstep delivery, you’ll see a lot of consumers walking away.
As a fashion and apparel brand, you need to ensure that you have a hygiene page up on your store. This page should share how you’re following all regulations to ensure safe delivery of orders. Including a line or two on your packaging process can get you more brownie points from consumers.
Another delivery method that retailers can now consider is buying online and pick-up from the store. This gives the consumer the flexibility to choose when they want to pick up their order and mental satisfaction of how the number of people in contact with their order gets reduced.
6. Consumers want to engage with brands that support a cause
These are difficult times and the new-age consumer is choosing to do their bit in giving back to society. There has been an increase in the number of people that choose to interact with a brand or buy from them after seeing that they support a cause that is commonly shared. More than discounts, ‘cause marketing’ is what will drive more sales for online retailers.
Fashion and apparel brands will need to look into what their target audience cares about the most. Then you need to identify how you can join them in their efforts to add value to those in need.
7. Consumers are seeking familiarity
These are uncertain times and being introduced to something new isn’t exactly what consumers are looking for. A study by bloomreach suggests that consumers are now looking for familiarity and nostalgia. They want to purchase items that remind them of their childhood or the happier time
s as we call it.
While fashion trends can’t really have a nostalgic throwback, you can change your messaging slightly to tap into the consumer emotion. For instance, run a campaign that asks them about their favourite age-old fashion trend. Give them a chance to get featured on your feed and you’ll see how word-of-mouth starts to drive more people to your store.
While you’re running campaigns or creating content, remember to be empathetic. This is your chance to reset your narrative and make consumers fall in love with your brand.
8. Consumers are focusing on buying essentials
Consumers are still adapting to the new normal. That’s why their spending habits have been altering week after week. While some industries have seen an upsurge in the number of orders being placed online, there are others that don’t even make it to the list of ‘should check out these products’.
It’s not just consumer behaviour that your fashion and apparel brand needs to take into consideration. You also need to identify what products are consumers looking for and using. The closer you are to selling what your consumers need, the more likely they are to purchase from your store.
9. Consumers are seeking an immersive experience
With the rise in mobile app usage and technology, consumers are also expecting online retailers to offer an interactive platform. Since they’re limited in ways to get a look and feel of a product, they expect brands to be able to offer them as much information so as to make an informed purchase.
Another post on Forbes highlighted how virtual catwalks and digital fashion is changing the industry. But it’s not just for the industry leaders to take into account.
With smart apps, your store can offer virtual try-ons to consumers on products. This will help them get an understanding of how the product looks on them. On the flip side, it will help your store reduce the number of returns and refunds.
Fashion and apparel retailers will also have to spend more time on product descriptions and sizing guides.
10. Consumers want to plan their budgets better
No one knows what the next week is going to look like. That’s why consumers are being careful about their spending habits. While a lot of them are focusing on purchasing only the absolute essentials, there are others indulging in non-essentials but in a limited manner. They want to save on their resources for tougher times.
Fashion and apparel retailers that go online should consider offering the ability to pay partially. Similar to how you can set up easy EMIs for a purchase you make. Adding this to the offered payment methods is like showing consumers you care about their resources as much.
Consumer behaviour is still changing. But the one thing that is clear from how even the restrictions on lockdowns are opening, is that digital is the way to go. For fashion and apparel retailers who have been under stricter lockdowns and restrictions, the only way to tide over the pandemic is moving closer to the demands of the shopper.
