We ensure that our styling advice remains both relevant and personalised
ECloset is a pioneering online fashion styling service, offering personalised styling advice and virtual closet management by a team of seasoned fashion stylists, aimed at empowering individuals to express themselves through their personal style across various occasions. Speaking to Fibre2Fashion, Founder Rashmi Chopra, a distinguished fashion expert and entrepreneur, explains how ECloset aspires to boost self-confidence and happiness through the transformative power of personal styling.
What inspired you to create ECloset, and what gap in the market were you aiming to fill with your platform?
ECloset was inspired somewhat serendipitously during the lockdown, as I was preparing to pursue a PhD in fashion from NIFT. With the world pivoting to a virtual mode, it became evident that the future would likely embrace a hybrid or entirely online approach, underscoring the need for services that offer ease and accessibility online. During this time, the daily arrival of Amazon packages at home sparked a realisation that I needed to contribute something to the fashion industry, something that addressed the issues I personally encountered, even with my background in fashion.
The stress of choosing outfits from my wardrobe, combined with the overwhelming choices available from numerous brands, left me as a confused customer. Despite an overflowing wardrobe, I found myself reaching for the same few pieces, recognising a lack of accessible professional help. While stylists were traditionally associated with celebrities or models, there was a clear gap in the market for personal styling services that catered to everyday people.
Image consultants existed, offering tips and hacks, but they did not accompany you throughout your entire fashion journey. This gap inspired the creation of ECloset—a platform designed to democratise access to personal stylists. We aimed to provide a service where everyone could have a stylist who was not only accessible online but also deeply understood their lifestyle, personality, and preferences beyond just body type. Our vision was to offer more than just fashion advice; we wanted to provide a fashion companion, a buddy to guide and support our clients in their fashion journey, making the right choices with professional insight. This is how ECloset came into being, filling a significant void in the market by transforming the way people approach and manage their wardrobes.
How does ECloset’s Personalised Styling-Advisory service differ from traditional styling services?
Our Personalised Styling-Advisory service distinguishes itself primarily through its embrace of technology and a unique approach to customer-stylist interactions. In the traditional realm, particularly online, there are relatively few players, and many operate as aggregators, simply connecting customers with stylists without offering much beyond this basic service.
What sets us apart is our rigorous process of selecting and training stylists. Upon joining our team, stylists undergo comprehensive training that enhances their skills not just in fashion, but also in technology and communication. This multi-dimensional training ensures that our stylists are not only experts in fashion but are also adept at using the latest technological tools to deliver personalised styling advice effectively. This approach allows for a more nuanced and engaging interaction between stylists and clients, ensuring that the advice provided is both personalised and aligned with current trends and tools, offering a distinct edge over traditional styling services.
What challenges did you face in integrating technology with fashion styling, and how did you overcome them?
Traditionally, styling has not been closely associated with technology. Stylists are typically hands-on, working directly with celebrities, models, and clients in a very personal, on-the-ground capacity. Transitioning this intimate service to a virtual space presented significant challenges, especially in terms of communication and demonstrating our styling concepts effectively online.
To overcome these challenges, I took the initiative to enhance my own understanding of technology’s role in fashion. I completed several courses from IIT Delhi to bridge the gap between fashion and digital platforms. This knowledge was not only beneficial for me but also allowed me to train our stylists in these new tools and methods.
Although the shift from a traditional styling approach to a tech-driven one was a significant transition, we managed to navigate it successfully. We are continually updating our skills and methods to stay ahead in this dynamic space.
How do you ensure that ECloset’s styling advice remains relevant and personalised to each client’s unique style?
At ECloset, we ensure that our styling advice remains both relevant and personalised through a detailed understanding of each client’s unique preferences and needs. Our team comprises stylists who specialise in various aspects of fashion, from wardrobe management to crafting corporate looks. While all our stylists are trained across the board, they each have areas of specialisation, enabling us to match clients with a stylist who best aligns with their specific style requirements. This approach allows us to maintain a personal and tailored service.
Our relationship with the client is central to our service. We recognise that many clients look to their stylist for guidance across all aspects of their wardrobe, underscoring the importance of a personal connection.
Fashion is an ever-changing field, with trends such as the Metaverse, Web3, virtual try-ons, and the rise of digital influencers reshaping the landscape. Instead of traditional influencers, we are now seeing the emergence of digital avatars and bots as influencers in the market. This rapid evolution reflects the dynamic nature of fashion, where the only constant is change itself.
Sustainability is a significant aspect of the fashion industry today. How does your platform incorporate sustainable fashion choices in its services?
Sustainability is a core value that informs our services. We actively promote the reduction of overconsumption by encouraging our clients to reuse and restyle their existing wardrobes. Additionally, we advocate for the use of homegrown, organic products and support both fashion rentals and the second-hand fashion market. Our approach is to help clients view their wardrobes as assets that can be monetised, thus promoting circularity in fashion. By segregating and reintroducing second-hand items into the circular market, we contribute to a more sustainable fashion ecosystem.
We are not just about making recommendations; we act as collaborators and connectors in the sustainable fashion space. This involves partnering with rental companies and second-hand fashion outlets to facilitate a more sustainable approach to fashion consumption. The market for rentals and second-hand fashion is growing rapidly, driven by a new generation that values experiences over ownership. This shift is evident in various scenarios, including weddings where even brides opt for rental outfits, showcasing a change in traditional attitudes towards fashion.
What are some of the innovative solutions ECloset has introduced for wardrobe management?
We have introduced several innovative solutions for wardrobe management, incorporating a blend of AI technology with the invaluable human touch of personal stylists. Our approach is to fuse AI-driven recommendations with the insights and personalisation offered by human stylists, ensuring clients benefit from both technological efficiency and the nuanced understanding of a fashion expert.
We are also pioneering in the digital space as India’s first fashion service company to launch on the metaverse. This strategic move allows us to offer our clients a Web3 experience, immersing them in a virtual fashion world where they can interact with our platform in new and exciting ways. This initiative has been met with positive feedback and showcases our commitment to innovation.
Moreover, we are dedicated to keeping our stylists abreast of the latest technologies, including AI, Web3, and 3D modelling, ensuring they are well-equipped to offer cutting-edge fashion advice.
In what ways does ECloset support and upskill aspiring fashion stylists?
At ECloset, we do more than just connect clients with fashion stylists; we actively invest in their growth and development. Our approach involves training and skilling our stylists, equipping them with the latest technological advancements and trends in the fashion industry. We are committed to adding value to our stylists, not just by teaching them about the latest technologies but also by enhancing their understanding of the evolving fashion landscape.
This commitment extends beyond professional stylists to fashion enthusiasts and influencers aspiring to become stylists. Through our upskilling programmes, we provide a comprehensive learning experience that covers various aspects of fashion styling, technology integration, and industry best practices. ECloset stands out not just as a connector but as a nurturing ground for aspiring fashion stylists, helping them to refine their skills and succeed in the competitive world of fashion.
Can you describe the itinerary-based packing and shopping assistance service for travel enthusiasts and its benefits?
Our itinerary-based packing and shopping assistance service for travel enthusiasts was born out of a common pain point: the stress associated with packing for trips, whether for work or holiday. Many people, myself included, often rush to stores or online to make last-minute purchases despite already owning plenty of clothes. This frequently results in paying for excess baggage, only to end up wearing just a few outfits or buying more while at the destination, adding to the stress.
Recognising the absence of services to address this issue, we decided to step in. Our stylists conduct thorough research on the destination’s weather, culture, and vibe. Understanding that the clothing needs for a detox trip, a family vacation, or a business trip differ significantly, we customise a day-by-day packing plan for our clients. This service provides options for each part of the day, significantly simplifying the packing process.
We partner with itinerary travel companies to make the process seamless, mapping out what to wear from day one to the end of the trip. This approach not only boosts our clients’ confidence by ensuring they do not pack unnecessary items but also enables them to travel light and smart. It is particularly beneficial for those who want to maintain a stylish presence on social media from the moment they step into the airport. Our clients thoroughly enjoy this service.
How do you maintain a balance between creativity, technology, and personalised attention in your services?
Creativity, technology, and personalised attention are deeply interlinked, each playing a crucial role in enhancing our services. Personalised attention to our clients is not a one-off service; it is a journey. When clients, such as those needing Italy-based styling, come to us, they often stay with us, recognising the value we add to their fashion choices. This forms the basis of a lasting relationship, where personalisation truly takes root.
We leverage technology to enrich this experience, showcasing potential looks and employing animated presentations to bring fashion concepts to life. This approach not only demonstrates the possibilities within their current wardrobe but also introduces an element of excitement and innovation into the styling process.
Creativity is at the heart of what we do, offering clients restyling tips and creative fashion solutions that go beyond mere shopping recommendations. We focus on how clients can repurpose and restyle existing pieces in their wardrobe, promoting sustainable fashion practices. Thus, combining creativity, technology, and personalised service creates a unique and enjoyable journey for our clients, making their experience with ECloset not just a transaction but a transformative partnership in fashion.
How do you envision the role of fashion styling evolving in the next five years?
I believe fashion styling is on the brink of a significant transformation. In the next few years, I envision it becoming a profession that is not only highly sought after but also deeply respected for its professional status. Currently, styling may not always be recognised as a professional field in its own right. However, as we integrate technology more comprehensively into fashion styling, the perception of this career will shift dramatically.
We are working towards establishing fashion styling as a prestigious profession, leveraging technology to enhance the services provided. This evolution will position stylists not just as service providers but as crucial enablers in the fashion industry, with a powerful influence on trends and personal expression. Stylists will become mega influencers, shaping fashion at a fundamental level and driving the industry forward with innovative ideas and approaches. The future for fashion styling is bright, marked by professional recognition and the significant impact of technology on its development.
How can online fashion retailers innovatively address returns and exchanges while maintaining customer satisfaction and loyalty?
The challenge of managing returns and maintaining customer loyalty is significant for today’s online fashion retailers. In this context, the role of a stylist as an enabler becomes pivotal. When we introduced a plug-in service allowing brands to integrate with us, we shifted from the traditional push strategy to a pull strategy. This approach centres on empowering customers to make the right choices from the outset.
We have seen a positive response to this model, and many brands are eager to collaborate with us. The missing link between brands and customers often lies in the absence of an enabler, a role that ECloset is fulfilling. To innovatively address returns and exchanges while boosting customer satisfaction and loyalty, retailers might consider incorporating stylists into their service offering. However, it is important to note that this is a specialised area that requires training and a strategic approach to truly make an impact.
By adopting such strategies, online fashion retailers can reduce the frequency of returns and exchanges by ensuring that customers are more satisfied with their initial purchases. This not only enhances customer loyalty but also positions the retailer as a brand that truly understands and caters to its customers’ needs.
Would you like to share some success stories with us.
We have witnessed several inspiring success stories at ECloset. One particularly touching story involves a plus-size individual who, due to self-consciousness and a lack of options, had always resorted to tailor-made clothes and avoided stepping out. This person approached us with a trip to Goa planned but was clueless about what to wear, reflecting a low self-esteem issue. Our stylists worked with him from head to toe, transforming his appearance completely. The transformation was so profound that he sent us photographs from Goa, beaming with newfound confidence. He shared how the experience taught him that fashion is not just about external appearances but the confidence it instils within.
Another success story comes from tier 2 cities, where we have connected with homemakers expressing a desire to look and feel good, demonstrating that the need for fashion and confidence transcends geographic and social boundaries.
Moreover, we have embarked on a particularly rewarding journey into disability styling. Partnering with a company that supports individuals with disabilities, we tackled the challenge of helping them dress stylishly and comfortably. This project not only changed perceptions about appearance among the participants but also enriched our experience, highlighting the profound impact of personalised styling.
These stories underline our commitment to inclusivity, proving that effective styling can cater to a wide array of clients, from plus-size individuals and homemakers to those with disabilities, making a significant difference in their lives. Our mission is to democratise fashion styling, making it accessible and affordable, breaking the stereotype that personal stylists are a luxury beyond reach. Through these efforts, we have become more than just stylists to our clients; we have become trusted companions on their journey to self-confidence and expression.
Are you planning to open your apparel line.
Indeed, we have some exciting developments in the pipeline, and within the next two months, you can expect to hear about our new initiatives. While the idea of launching our apparel line is intriguing, our primary focus remains on expanding and enhancing our current services. Given the vast market and the myriad challenges that still need addressing, we are committed to leveraging our online platform to reach clients both in India and globally, recognising the significant potential for scale in this area.
As for our upcoming developments and expansion, we are actively exploring opportunities within the Metaverse, working on innovative models that promise to redefine the fashion experience. Additionally, we are launching a skilling and training programme for fashion influencers, a move supported by our recent MoU with Apparel Skill Council of Skill India. This initiative is aimed at skilling and training stylists and influencers, underscoring our commitment to professional development within the fashion industry.
We are also excited about the imminent launch of smart AI products and technology solutions tailored to the fashion sector.
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