Explosivefashion Logo
 

YOURS LOCALLY

— JASMEEN DUGAL

With the Pandemic, and consequent health crisis and global economic shock, comes a new consumer. Buying behaviour has been altered to the point where we have a new consumer profile who, not only shop online but may want home trial or flagship visit. Against this backdrop, when Alison Woodham spoke to me about an omni-channel concept retailing local luxury fashion and art, I instinctively felt this would be a game- changer. Named 'Yours Locally', it has not only embraced the gap between digital and physical, the team has an impressive roster of designers. Ethical, modern luxury that is timeless, versatile and priced well is what you'll get in the well edited, curated collection that will encourage us to invest in fewer items which last. After all, designers aboard include Rocky Star, Chola, Narendra Kumar, Raghavendra Rathore, Payal Singhal, Urvashi Kaur, Shantanu Nikhil and several others.

 

''Like everyone else, the lockdown initially had a big impact on us as we were unable to go ahead with our on-ground projects; both fashion and lifestyle events that were planned prior to the lockdown ground to a halt. As much as it was frustrating, we knew we had to pick ourselves up and move forward; we had to come up with something viable'' explains Alison Woodham. ''Today, Fashion consumers buy more consciously and responsibly than ever before, considering everyone is aware that fast fashion is crumbling. Slow fashion will revolutionise the industry over its counterpart as it involves sustainability and provides great value for money. Once the lockdown was implemented, everyone turned to online shopping. We observed that each one of these sites were decluttered with products leaving customers in a demented state of mind. Taking on this challenge, we created something different by collaborating with fifteen renowned designers to curate a hundred pieces keeping in mind timelessness, affordability and most importantly the ability to be styled in multiple ways — to promote the ethos of 'less is more' and educate customers on the concept of slow fashion and sustainable shopping.''

 

Mumbai-based 'Yours Locally' caters to customers across the nation. ''POBO, Christopher Roy, Stylabs and I came up with the idea of 'Yours Locally' — created to not only change the way people shop but also how designers sell their pieces to customers — by bringing the omnichannel experience to the forefront. Our IP comprises of e-commerce and an on-ground experience of booking an appointment with the designer at their flagship or home trial service. Keeping in mind local businesses whilst also introducing people to local luxury which is not only affordable but well curated to the need of the moment. As opposed to other e-commerce platforms, we aim to declutter the shopping experience by curating and handpicking select designs. Also looking at the demographic of Gen- Z, millennial and baby boomers we wanted to create something for everyone. The criteria of designer selection for 'Yours Locally' — simplicity, elegance and timeless styles that can be part of your wardrobe not only for a limited period of time, but for years to come.''

 

My take? The team want consumers to feel stylish and confident in these turbulent times — by choosing an integrated retail strategy where they have the advantage of shopping in a de-cluttered portal and trial on appointment… the advantage of embracing a seamless user experience across all channels. I, for one, cant wait to shop, Alison.
 

Alison Woodham
Alison Woodham
 
YOURS LOCALLY
Yours Locally
 
27-SEPTEMBER-2020
 
Share us on :
Join us on:  
 
0 Comments
 
Post a Comment
 

MORE BLOGS BY JASMEEN DUGAL

 
2019-06-29 14:15:42 YWC FASHION CEO SHAZMEEN KARA
 
2019-06-29 14:09:43 COMO DESIGNER COLLECTIVE FOUNDER PALLAV OJHA
 
2019-05-14 20:34:45 IN CONVERSATION WITH AKSHAT KAPOOR
 
2019-04-23 20:05:36 IN CONVERSATION WITH DEVANGI NISHAR PAREKH
 
2019-04-23 20:01:55 IN CONVERSATION WITH RADHAKRISHNAN NAIR
 
2019-04-23 19:50:00 IN CONVERSATION WITH FEROZA DALAL
 
2019-04-23 15:33:50 IN CONVERSATION WITH PIYALI GANGULY