Aza Fashions distinguishes itself through its technological advancements
Aza Fashions, founded in 2005, stands as a premier destination for luxury Indian fashion, showcasing an extensive collection of bridal, couture, and ready-to-wear apparel for men and women. As a leader in the fashion industry, Aza is committed to promoting Indian craftsmanship on a global scale and provides a personalised, luxurious shopping experience both online and through its boutiques across major Indian cities. In a conversation with Fibre2Fashion, Founder Dr. Alka Nishar discusses the multi-designer platform for luxury fashion.
How are fashion brands and retailers navigating the shift towards digital-first strategies, and what opportunities and obstacles does this transformation present?
Fashion brands and retailers are navigating the shift towards digital-first strategies by embracing technology, data-driven insights, and innovative approaches to engage with consumers in the digital space. There are many opportunities, such as expanded reach, enhanced customer engagement, personalisation, and omnichannel integration, but the major risks and obstacles in this age include data privacy and security concerns.
Can you tell us about the inception of Aza Fashions and what inspired the creation of a multi-designer platform for luxury shopping?
Aza, which means ‘desire’ in Sanskrit, was founded with a vision to create a friendly, welcoming space showcasing the best luxury Indian fashion for women and men. Our selection of 1,500+ names include some of the top designers in the industry, such as Sabyasachi, Rimple & Harpreet, Seema Gujral, Tarun Tahiliani, Masaba, Gopi Vaid, Anita Dongre, Varun Bahl, Paulmi & Harsh, Karaj Jaipur, Naaz by Noor, Anamika Khanna, Kalista, Ridhi Mehra, Mahima Mahajan, Abhinav Mishra and Anushree Reddy.
How does Aza Fashions curate its vast collection of over 1 million styles from 1,500+ designers to ensure variety and exclusivity?
Aza collaborates with over 1,500 designers, ranging from established names to emerging talents across India and internationally. This diverse pool ensures a wide range of styles and aesthetics. This is personally curated, selected, and assigned store-wise and online by me and my team of merchandisers. To keep the collection fresh and exciting, we regularly update our inventory, introducing new designs while retiring older ones. This rotation helps maintain variety and ensures that customers always have something new to discover.
What differentiates Aza Fashions from other luxury online shopping destinations?
Aza Fashions distinguishes itself through its technological advancements. We boast a large tech team dedicated to continually enhancing our website and app to stay current with the times. Whether it is implementing image search, integrating AI, or offering virtual try-ons, we strive to ensure that our platforms remain cutting-edge and user-friendly.
What role do fashion events and collaborations play in Aza Fashions’ growth and visibility in the luxury market?
At Aza, we prioritise both retaining our existing customers and engaging new ones. Events and collaborations play a pivotal role in achieving these objectives. They not only serve as opportunities to strengthen our bond with current customers but also act as magnets for attracting new ones. By hosting events and partnering with other brands or influencers, we create immersive experiences that resonate with our audience, fostering loyalty and excitement around our brand. Additionally, these initiatives serve as platforms for showcasing our latest collections, innovations, and values, thereby amplifying our reach and influence in the fashion industry.
Can you discuss a particularly successful designer collaboration or exclusive collection that has been pivotal for Aza?
It is difficult to point out anyone, but we have successful collaborations with Amit Aggarwal, Anamika Khanna, Anushree Reddy, Arjun Khanna, Nakul Sen, Ritika Mirchandani, Ridhi Mehra, Rimple & Harpreet, Sabyasachi, Seema Gujral, Tarun Tahiliani, and Varun Bahl to name a few.
How does Aza Fashions contribute to or support emerging designers and talent within the fashion industry?
Aza Fashions always promotes GenNext designers. INIFD has GenNext programme, where designers debut their collections at Lakme Fashion Week in partnership with FDCI. This prestigious platform provides emerging designers with the opportunity to showcase their collections on a renowned stage, gaining exposure to industry professionals, media, and fashion enthusiasts. Aza Fashions and INIFD are committed to nurturing the next generation of fashion talent and are thrilled to support these promising designers as they embark on their journey in the fashion industry. Post their showcase at the Lakme Fashion Week, we invite these young designers in our store to display their collection and invite best of clientele for the same.
In terms of global reach, how does Aza Fashions cater to international customers, and what are the challenges and rewards of operating on a global scale?
Aza Fashions maintains a robust online platform that is accessible worldwide, allowing customers from different countries to browse and purchase its curated collections of Indian fashion. It offers international shipping, localised content and language, currency conversions and 24X7 warehouse and customer support.
Looking ahead, what are the future plans for Aza Fashions, and how do you see the platform evolving in the next five years?
Overall, our vision for the future of Aza Fashions is one of continued growth, innovation, and customer-centricity. By focusing on omnichannel integration, global expansion, innovative technology solutions, sustainability, and product diversification, we are confident in our ability to stay ahead of the curve and remain a leader in the dynamic and ever-evolving fashion industry.
