Designer duo Hemant and Nandita's designs have a global commercial appeal. In the greater scheme of things, to expand further in e-commerce was natural step for the label. Vogue catches up with Nandita Raipurani about retailing on international site, Amazon.com.
How and why did you decide to retail on Amazon.com?
Amazon.com is one of the biggest players in the e-commerce space and an exclusive venture with them would have just added to our list of accolades. An opportunity to be associated with this industry stalwart and to retail on it was a rewarding venture, but the real challenge was to produce something that was targeted to the masses and also met the price constraints.
Is the collection currently available a special one for the website?
Sweatshirts have always been Hemant and Nandita staples. However, for this collaboration, we tweaked our existing collection in terms of the embroidery used and few other techniques and texture treatments, so that it met the price requirements of the e-retailer. Also, as the quantity for Amazon.com was big, we also worked on our margins. Since, they had their prices fixed, we made possible changes in the collection from our end, in order to meet the requirements of the website.
How do you plan to expand further in the e-commerce space?
The world of e-commerce is an upcoming as well as a challenging space. The area is huge, with a world full of possibilities and it is already making waves. A large chunk of business revolves around the e-commerce space, hence, exploring more avenues and opportunities here, will obviously take the growth chart many notches up. We have already been retailing from international e-commerce players like Revolveclothing.com and Pernia's Pop-Up Shop back home and wish to continue with our exploration and subsequent expansion in this arena. Since Amazon.com works on the 'buy outright' distribution model, so it was easier to retail here as it helped us work smoothly on pricing.
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