Fashion and beauty cos bet big on experience-led tech this year as mere online connect with shoppers is passe in post-pandemic times, Retail News, ET Retail

Davida Erdahl

Top trend and personal care corporations these kinds of as Pepe Jeans, Ritu Kumar and Health and fitness & Glow, which have predominantly operated in the offline space, are aggressively investing to update their internet websites, apps and social media handles to remain just one-up in the crowded on the web ecosystem and woo the article-pandemic shopper. Around a digital panel discussion organised at the Retail Management Summit 2021, the head honchos of the corporations mentioned basically acquiring an on the web link with the buyer simply cannot propel a business any more.

“Experience on the internet site has grow to be paramount. You simply cannot have straightforward e-commerce photographs to promote your product or service now. Photoshoots have to have to be expressive to convey the manufacturer information as executed in our bodily stores,” mentioned Ritu Kumar’s managing director Amrish Kumar.

The apparel manufacturer, regarded for its India-influenced styles,

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