‘Women in India have become very fashion-conscious’ says Rashi Menda

By Stuti Dubey

March 20, 2018

  1. What inspired you to start your own line?

Zapyle was launched with an aim to provide trendy fashion solutions for women in India. From the 45 brands listed on our platform, we noticed that the apparel category was doing extremely well for us. However, we saw a majority of women returning products primarily due to sizing issues. Most brands listed on our platform are international brands and their products are not designed to fit Indian body types. We decided to solve the problem of sizing as well as quality, which is when we launched our firsts private label. ISU. After extensive research, we identified five main body types that Indian women possess and offering products as well as styles that accommodate these body types. Pronounced ‘Is you’, ISU offers products that can get our consumers through the day; be it for work or a special occasion.

2.How do you decide your designs?    

Our consumers are confident, stylish and young. All our creations are designed keeping in mind our audience – their lifestyles, preferences and needs. In this digital-savvy world, consumers are much more aware than ever. They follow trends and know what is available, enabling them to make informed decisions. By interacting with our consumers directly and using machine learning, we’ve analyzed not only consumer behaviour but also trends at different levels extensively. Lifestyles, seasonal trends and the aspirational value impact the consumer-decision making process and play a huge role in shaping our creations.

We also follow leaders in the fashion industry, monitor styles as well as trends and map it to the Indian audience lifestyle and body types.

3, How did your work get noticed?

Since inception, we’ve focused on being true to our designs as well as quality, which has definitely helped generate awareness organically. Giving importance to research and quality at every stage of production has contributed to our designs and growth. Our audience has recognized that we understood them- their lifestyles and needs, which has well improved our prospect of getting noticed. Having the right balance of seasonal trends and products that are in demand has helped make our collection a success.

4. Why have you chosen the name ISU?

Pronounced ‘is you’, ISU was created for the 20-something woman in India, who wants effortless style options and look good in them at the same time. Our style offerings are versatile and trans-seasonal and can be paired with anything simple for every closet and still look chic. The label revolves around the idea of offering the perfect AM to PM closet collection.

5. What would you say about growth and changing trends?

Worldwide, we see that trends are cyclical in nature; there is always a constant revival of past styles. New trends arise when a certain past trend comes back, which is paired with existing designs and silhouettes. For example, the infamous 60’s style that entailed silhouettes in A-line shapes, culottes and mini skirts or the 70’s style that included silhouettes such as flared pants and hippie-chic prints are currently in vogue. These have brought a new approach to how brands are combining them with existing styles to create fresh designs. It’s great to see these two blends coming together and finding the right fit, but it’s important to remember that these constantly evolve.

Driven by social media, millennials, today, are broad-minded and revolutionary when it comes to fashion choices. They are a generation of early adapters of trends and fashion, which is why we see several brands focusing on them.

  1. Which market has been the most welcoming?

With access to technology all around, women in India have become very fashion-conscious. Presently, we see more women wearing modern apparel by homegrown brands, a lot more compared to before. That being said, they continue to be very price sensitive and value driven.

Given that consumers in metro cities such as Delhi, Mumbai, Bangalore, etc. have more choices and options compared to women in tier 2 cities, 56% percent of our buyers come from cities such as Ludhiana, Moradabad, Agra, Jaipur etc. This goes to show there is a rapid growth in the Indian market as well as a change in consumer mindsets and fashion choices.