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Siddhaarth Oberoi Shirts aka SOS is a dedicated division of Sanskriti Pvt Ltd with a mission to change the status quo of everyday wear – shirts. Born with an idea to transform shirts into wearable art, the brand lets customers choose from a varied creative assemblage that would perfectly express the mood for every occasion. In an interview with Fibre2Fashion, Founder Siddhaarth Oberoi speaks elaborately on the fashion industry, e-commerce platforms, sustainable practices, influence of social media, and much more.
What are the key factors currently driving growth and innovation in the fashion industry, particularly in the shirt segment?
The fashion industry, including the shirt segment, is experiencing growth and innovation driven by several key factors:
1. Sustainability and Ethical Practices: Consumers are increasingly conscious of the environmental impact of the fashion industry and are demanding more sustainable and ethically produced garments. This has led to the rise of eco-friendly materials, such as organic cotton and recycled fabrics, as well as ethical manufacturing practices.
2. Digital Transformation: The digital age has revolutionised the fashion industry, with e-commerce platforms allowing brands to reach a global audience. Online shopping, social media, and influencer marketing have become essential in promoting and selling fashion products, including shirts.
3. Personalisation and Customisation: Customers today seek unique and personalised experiences. Brands that offer customisation options, such as made-to-measure shirts or personalised embroidery, cater to this demand and provide a more personalised and exclusive product.
4. Technological Advancements: Innovative technologies like 3D printing, augmented reality (AR), and virtual reality (VR) are being utilised in various aspects of the fashion industry. In the shirt segment, these technologies can enable virtual try-on experiences, improved design processes, and faster production.
5. Collaborations and Limited Editions: Collaborations between fashion brands and influencers, celebrities, or other brands have gained popularity. Limited edition releases and exclusive partnerships create buzz, drive demand, and offer customers unique shirt designs and styles.
6. Fashion Tech Integration: The integration of technology into fashion products is a growing trend. Smart fabrics, wearable technology, and interactive features in shirts, such as temperature control or fitness tracking capabilities, are gaining traction, appealing to tech-savvy consumers.
7. Diverse and Inclusive Representation: The fashion industry is making strides in embracing diversity and inclusivity, which is reflected in the shirt segment. Brands are promoting body positivity, inclusivity in sizing, and representing a broader range of ethnicities, genders, and body types in their marketing campaigns and product offerings.
The brand SOS aligns with the mission to change the status quo of everyday wear ‘shirts’. With the growing consumer demand for ready-to-wear shirts, in particular, the embroidery work on SOS shirts showcases the brand’s commitment to Go forth and Be Fabulous!!!
Embroidery is a timeless and intricate art form that adds a touch of uniqueness and personality to each garment. SOS uses this modern taste of ready-to-wear and creates shirts that are not only stylish but also affordable to all the customers.
How has the rise of e-commerce platforms impacted the fashion industry, and what opportunities does it present for new and established brands?
The rise of e-commerce platforms has had a significant impact on the fashion industry, transforming the way consumers discover, shop, and engage with brands. It has opened up new opportunities for both new and established brands alike.
1. Increased Reach: E-commerce platforms have provided brands with a global reach, allowing them to connect with customers beyond their physical location. Brands can now reach a broader audience, expanding their customer base and increasing sales potential.
2. Direct-to-Consumer Model: E-commerce has facilitated the direct-to-consumer model, eliminating the need for intermediaries and enabling brands to have more control over their distribution and customer relationships. This has resulted in enhanced brand visibility, higher profit margins, and improved customer experiences.
3. Enhanced Customer Experience: Online shopping offers convenience, 24/7 accessibility, and personalised experiences. Brands can leverage data analytics and customer insights to provide personalised product recommendations, tailored promotions, and a seamless shopping journey, ultimately improving customer satisfaction and loyalty.
4. Agile and Responsive Operations: E-commerce allows brands to be agile and responsive to market demands. They can quickly introduce new collections, respond to trends, and gather real-time feedback from customers. This agility enables brands to adapt and innovate more effectively in a rapidly evolving fashion landscape.
5. Lower Barriers to Entry: E-commerce platforms have lowered the barriers to entry for new brands, providing a platform to showcase their products and compete with established players. Start-ups and independent designers can enter the market with relatively lower costs, bypassing the traditional brick-and-mortar setup.
6. Data-Driven Insights: E-commerce platforms generate a wealth of data, providing brands with valuable insights into customer preferences, purchasing patterns, and market trends. Brands can utilise this data to inform product development, marketing strategies, and inventory management, leading to more informed decision-making.
Overall, the rise of e-commerce presents opportunities for brands to reach a wider audience, optimise operations, deliver personalised experiences, and gather valuable data. It empowers both new and established brands to thrive in a digital-first fashion landscape, fostering innovation and growth in the industry.
In what ways are fashion brands adapting to the increasing demand for sustainable and ethical practices in production and materials?
Fashion brands are increasingly recognising the importance of sustainable and ethical practices in response to the growing demand from consumers. Some of the ways in which fashion brands are adapting to these demands are:
1. Sustainable Materials: Brands are shifting towards the use of sustainable materials such as organic cotton, hemp, linen, recycled polyester, and innovative materials like Tencel or Piñatex (made from pineapple leaves). These materials have a lower environmental impact compared to conventional fabrics.
2. Ethical Supply Chains: Brands are focusing on transparency and accountability throughout their supply chains. They are partnering with suppliers and manufacturers that adhere to fair labour practices, ensure safe working conditions, and provide fair wages to workers.
3. Fair Trade and Certifications: Brands may seek Fair Trade certification or partner with organisations that promote fair trade practices. These certifications ensure that workers receive fair wages and that the production processes meet social and environmental standards.
4. Circular Fashion: Brands are adopting circular fashion principles to reduce waste and promote recycling and upcycling. This includes designing products with longevity in mind, implementing take-back programmes, and exploring innovative recycling methods.
5. Reduced Chemical Usage: Brands are reducing the use of harmful chemicals in production processes. They are adopting eco-friendly dyeing and printing techniques and exploring alternatives to toxic chemicals commonly used in fabric treatments.
6. Conscious Design and Manufacturing: Brands are embracing slow fashion principles by designing timeless and versatile pieces that can be worn for an extended period. They are focusing on quality craftsmanship and durability, discouraging fast-paced trends and disposable fashion.
7. Consumer Education and Engagement: Brands are actively engaging with consumers to raise awareness about sustainable and ethical practices. They share information about their supply chains, materials, and production processes, encouraging consumers to make informed and conscious choices.
8. Collaborations and Partnerships: Brands are collaborating with sustainability-focused organisations, designers, and influencers to amplify their message and promote sustainable fashion collectively.
These efforts reflect a broader industry shift towards more responsible practices, driven by consumer demand and the recognition of the need for a more sustainable and ethical fashion ecosystem.
How has the role of social media and influencers evolved in shaping fashion trends and consumer preferences?
The rise of social media and influencers has transformed the fashion landscape, making it more accessible, diverse, and consumer-centric. It has given individuals the power to shape trends, discover new brands, and express their personal style, while providing brands with new avenues to engage with their target audience and drive consumer preferences.
1. Trend Amplification: Social media platforms like Instagram, TikTok, and YouTube have become key channels for fashion inspiration. Influencers, fashion bloggers, and celebrities showcase their personal style, outfits, and collaborations, effectively amplifying trends and influencing their followers’ purchasing decisions.
2. Democratisation of Fashion: Social media has democratised the fashion industry, allowing individuals to become content creators and style influencers. Fashion enthusiasts can now share their unique perspectives, style tips, and outfit ideas, giving rise to a diverse range of fashion voices and aesthetics.
3. Instant Access to Fashion: Social media platforms provide instant access to fashion content and product information. Users can discover new brands, collections, and trends with just a few taps, allowing for quick and seamless exploration of different fashion options.
4. Influencer Partnerships: Brands collaborate with influencers to promote their products and reach a wider audience. Influencers provide authentic and relatable content, showcasing how to style and incorporate specific fashion items into everyday life. Their endorsements and recommendations carry significant weight and influence consumer purchasing decisions.
5. Real-Time Engagement: Social media platforms foster direct engagement between brands, influencers, and consumers. Users can interact with brands and influencers through comments, likes, direct messages, and live videos, creating a sense of community and fostering brand loyalty.
6. User-Generated Content: Social media encourages user-generated content, where consumers share their personal experiences and outfit combinations featuring specific fashion items. This content acts as social proof and helps prospective buyers make informed decisions.
7. Influencer-Driven Campaigns: Brands leverage influencers to create targeted and impactful marketing campaigns. These campaigns often involve sponsored posts, product collaborations, and influencer takeovers, allowing brands to tap into the influencer’s loyal and engaged audience.
8. Authenticity and Diversity: Social media has challenged traditional beauty standards and promoted inclusivity and diversity in fashion. Influencers from different backgrounds, body types, and styles showcase a range of fashion options, empowering consumers to embrace their individuality and find inspiration that resonates with them.
If we talk about our brand ‘SOS’, we have a dedicated department SMRD - SOS Market Research Development, which is constantly working to see the market trend and working at grass root level with our buyers. The team consists of four designers and is headed by me.
With the increasing popularity of personalisation and customisation in fashion, how are brands incorporating these elements to cater to the unique preferences of consumers?
Brands are incorporating personalisation and customisation elements in fashion to cater to the unique preferences of consumers in several ways:
1. Customisable Products: Brands offer options for consumers to customise various aspects of a product, such as selecting fabric, colour, pattern, or adding personalised embroidery or monograms. This allows customers to create garments that reflect their individual style and preferences.
2. Made-to-Order Services: Some brands offer made-to-order services where customers can have garments tailored to their specific measurements and preferences. This ensures a perfect fit and allows for personalised modifications, such as sleeve length, neckline, or silhouette adjustments.
3. Collaborative Design: Brands engage with customers in the design process by inviting them to provide input or vote on design options through online platforms or social media. This collaborative approach gives consumers a sense of ownership and involvement in the creation of the product.
4. DIY and Upcycling: Brands encourage consumers to personalise and customise their garments through do-it-yourself (DIY) techniques. This can involve providing DIY kits or tutorials to embellish or modify garments, as well as promoting upcycling and repurposing of old clothing to create unique pieces.
5. Virtual Try-On and Visualisation: Brands utilise technology to provide virtual try-on and visualisation tools, allowing customers to see how different design options or customisations will look on them before making a purchase. This enhances the shopping experience and helps customers make confident decisions.
6. Personal Styling Services: Brands offer personalised styling services where customers can consult with experts to curate outfits based on their preferences, body type, and occasion. This provides tailored recommendations and ensures that customers find garments that align with their unique style.
7. Interactive Online Platforms: Brands create interactive online platforms where customers can design and customise their garments in real-time, experimenting with different combinations and options. This provides a seamless and engaging user experience, making the customisation process enjoyable and accessible.
By incorporating personalisation and customisation elements, brands empower consumers to express their individuality and create garments that truly reflect their preferences. It enhances the overall customer experience, fosters a deeper connection between brands and consumers, and allows for a more sustainable and conscious approach to fashion by reducing waste and promoting long-lasting pieces.
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