A one-size-fits-all strategy is inefficient
Mehar by Rhysley, founded in 2019 by visionary entrepreneur Harpreet Randhawa, is a fashion brand that epitomises the fusion of style and sustainability. Known for its blend of traditional handcrafted juttis and contemporary fashion, Mehar stands as a testament to Indian craftsmanship and eco-friendly practices in the global fashion industry. Director Operations Ganesh Nair speaks to Fibre2Fashion about integration of traditional Indian craftsmanship with modern fashion trends, future trends in digital commerce, AI and VR transforming shopping experience, and more.
What was the initial vision behind founding Mehar by Rhysley, and how has this vision evolved?
Our journey at Mehar by Rhysley began with a simple vision to make international fashion accessible to all individuals around the world. Our main goal was to bridge the gap between high-fashion trends and the everyday person’s look by providing an extensive range of trendy products online. We have not only maintained our initial vision but also have evolved significantly over time. We have seen significant growth in strengthening our presence and consistently diversifying our product portfolio to meet the changing tastes of our loyal customers. Mehar by Rhysley represents our commitment to offering high-quality, trend-setting apparel that exceeds geographical boundaries. We also want to create a more connected and powerful brand experience by catering to varied markets and customer preferences.
How do you stay ahead in a competitive market, particularly with the rise of fast fashion?
Mehar by Rhysley flourishes in a competitive market by emphasising quality and fast customer service. While the rise of fast fashion has also brought problems, our dedication to providing excellent quality products has differentiated us. We carefully select our collections to ensure that each product follows the recent international trends while also meeting our high standards of manufacturing and durability. Our focus on providing affordable yet high-quality apparel resonates with customers, building loyalty in a dynamic environment. Additionally, our commitment to responsive customer service improves the overall purchasing experience, establishing a strong bond with our customers. We establish ourselves as a trustworthy and distinct choice in the dynamic world by regularly bringing internationally inspired fashion trends to our customers’ doorstep at an affordable cost.
Mehar by Rhysley has expanded from an online clothing store to offering a wide range of products. What inspired this diversification?
The inspiration for Mehar by Rhysley’ evolution from an online apparel store to a comprehensive destination for fashion enthusiasts comes from our commitment to growth, flexibility to competition, and the aim of becoming a complete one-stop destination for all fashion demands. Understanding the constantly shifting environment and the changing demands of our customers, we set out to offer a varied range of products. This strategic diversification enables us to respond to both men’s and women’s fashion preferences, resulting in a seamless and complete purchasing experience. We hope to transform Mehar by Rhysley into a versatile platform that fits the different fashion goals of our valued customers by delivering a wide range of products under one roof, from garments to accessories and all.
Can you elaborate on how global fashion trends, particularly high street and runway fashion, influence your product lines?
The impact of worldwide fashion trends, especially high street and runway fashion is incorporated into the fabric of our brand ethos. We have an innovative strategy that begins with an in-depth analysis of the constantly changing national and international fashion landscapes. Our designers immerse themselves in the current trends, by examining silhouettes, styles, and designs that are popular in today’s fashion world. This analysis enables us to create collections that not only follow current fashion trends but also push the limits while delivering the spirit of high-end fashion to our large customers. We ensure that our product lines are not only a representation of current trends but also anticipate and adapt to upcoming fashion trends. This dedication to remaining on top of the global fashion trends is important to our aim of providing innovative and internationally inspired clothes to all customers around the world.
How does your team handle the integration of traditional Indian craftsmanship with modern fashion trends?
Our approach to combining traditional Indian craftsmanship with new fashion trends is rooted in a deep reverence for our cultural history. Our dedicated staff effectively incorporates the essence of Indian craftsmanship into contemporary designs by achieving a beautiful balance between traditional and contemporary styles. We take pride in combining Indian famous designs, such as the timeless ikat and bright tie and dye methods into our modern styles. We aim to carefully incorporate distinct Indian or traditional aspects into each piece of clothing. This includes a meticulous method of selecting and changing traditional themes, colours, and textures to fit the ever-changing world of modern fashion. By doing so, we not only ensure that our collections show the diversity of Indian creativity but also connect with the changing tastes of our customers.
Can you discuss the role of technology and digital innovation in your growth strategy?
Our growth strategy includes an emphasis on technology and digital innovation. We understand the revolutionary power of technology in enhancing our processes as well as connecting with our target audience through digital mode. We have also improved our supply chain by utilising innovative techniques and guaranteeing efficiency from manufacturing to delivery. Digital platforms play an important role in reaching out to a broader customer base and improving the overall purchasing experience. We have built an impressive online presence by focusing on digital initiatives that allow customers to browse our different selections and make easy purchases. E-commerce platforms not only broaden our market reach but also provide essential insights into consumer preferences thereby helping in product development and targeted marketing strategies.
Can you share insights into how the company caters to its international clientele, especially in the United States and Canada?
We are focusing on providing a great experience for our international customers, with a particular emphasis on customers from the United States and Canada. Considering the different fashion interests in these countries, we are carefully aiming to expand our product lines to respond specifically to the tastes and preferences of our valued customers. Our strategy includes extensive market research to better understand every aspect of the fashion landscape in the two North American countries. We are designing our collections to match the distinct demands of these countries, from trend analysis to sizing preferences. Additionally, we are improving our online platform to provide a smoother buying experience, including simple foreign shipping options and responsive customer service.
How do you approach sustainability in Mehar’s e-commerce operations, particularly in terms of packaging and shipping?
Our e-commerce operations emphasise sustainability, particularly in the process of packing and shipping. We are committed to reducing our environmental impact by using eco-friendly methods throughout our supply chain. Our clothing is made by keeping a focus on sustainability in mind, using low-impact dyes, upcycled natural materials, and cotton that has been organically obtained. We always make sure to use environmentally friendly materials in our packaging. Our packaging is designed to be recyclable, and we are always looking for new ways to replace traditional packaging with the ones that are in line with our commitment to sustainability. Furthermore, we optimise shipping routes to reduce transportation-related emissions, which contributes to our overall efforts to make our e-commerce operations more environmentally friendly. This, we aim to incorporate sustainability into every element of our business by showing our dedication to the environment.
Can you discuss any upcoming projects or innovations at Mehar by Rhysley that you are excited about?
We are anticipating numerous future projects and developments that represent our commitment to remaining at the forefront of the fashion industry. We are currently investigating advanced sustainability measures, such as incorporating innovative eco-friendly materials and techniques into our collections. This is in line with our objective to encourage sustainable fashion and minimise our environmental impact. We are also excited about the incorporation of augmented reality (AR) technology into our web platform. This invention will provide clients with a virtual try-on experience, allowing them to visualise our clothing in real time before making a purchase. It improves the online buying experience by giving a more interactive and personalised engagement with our products. We are also trying to increase our global presence while emphasising accessibility and inclusivity.
What future trends in digital commerce do you foresee becoming significant for the fashion industry?
We are expecting upcoming e-commerce trends to have a substantial impact on the fashion sector. Marketplaces are prepared to play an important role by providing a variety of channels for companies to showcase their services and reach a larger audience. We understand the need to remain active in these dynamic marketplaces to broaden our market reach and improve brand visibility. Another important development we are following is personalisation. We are investing in technology that enables us to personalise our offers, from product suggestions to interactive shopping experiences, as consumers want customised experiences. This ensures that each customer feels a connection to our brand, increasing their overall satisfaction and trust. We anticipate the growing importance of different payment options, prioritising seamless and accessible buying experiences. We are devoted to remaining inventive and responsive in the ever-changing digital commerce industry.
How do you think AI and VR technologies will transform the shopping experience in 2024, particularly in personalisation and immersive experiences?
In 2024, we anticipate a significant shift in the shopping landscape with the integration of AI and VR technology. AI will play an important role in enhancing customisation by adapting suggestions based on preferences and purchasing history. This will guarantee that clients receive a carefully selected and highly relevant selection by building a stronger relationship with our brand. Virtual reality technology will add a new layer to the buying experience, providing immersive experiences that go beyond standard internet shopping. Customers can virtually browse our collections, and see how products fit, and can even participate in virtual try-ons, making the shopping experience more involved and interesting. This not only improves the online purchasing experience but also links the digital and physical retail worlds. We are committed to using these innovations to provide our consumers with a personalised and comprehensive shopping experience.
How are fashion brands adapting their business models and production processes to prioritise sustainability, and what impact is this having on the industry as a whole?
Our expanding business model and production methods are built on the foundations of sustainability. We are actively reducing the environmental and social impact of garment production by implementing eco-friendly methods. This includes organically obtained materials like organic cotton, adopting recycled fabrics, and establishing manufacturing practices that promote environmental responsibility. Our dedication to sustainability is having an impact throughout the industry, encouraging a change towards more ethical and environmentally sustainable methods. This transition not only reduces our collective carbon footprint but also encourages customer awareness and demand for environment-friendly clothing items.
Can you discuss the challenges and opportunities of global expansion for fashion brands in today’s market?
In today's competitive industry, we have both problems and opportunities as we embark on global expansion. One of the most difficult issues we are realising is that a one-size-fits-all strategy is inefficient. Each market has its own set of variations, tastes, and cultural differences, that require us to modify our methods so that they can appeal to a wide range of consumer bases. The cultural diversity of the world provides an opportunity for us to celebrate and incorporate numerous inspirations into our designs. Developing our products to local tastes while keeping our brand identity also helps us to establish real connections with consumers all over the world. We are committed to pursuing this journey with flexibility and a great understanding of the rich cultural tapestry of the world.
What strategies, according to you, are effective in maintaining the quality and authenticity of traditional craftsmanship in a rapidly modernising industry?
In the world of a rapidly changing industry, Mehar by Rhysley strongly maintains the quality and authenticity of traditional craftsmanship. Our dedication begins with the creation of meaningful job opportunities for skilled craftsmen in states like Haryana, Delhi, Punjab, and Rajasthan. We not only help to preserve age-old crafts, but we also strengthen local communities. Our passion extends to the fabric of our designs, which incorporate traditional Indian textiles and weaving processes. And collaboration with local artisans is the key to our fashion design, encouraging authenticity in every piece we make. We maintain the continuing legacy of traditional craftsmanship while remaining relevant in the developing environment of the fashion business by maintaining a mutually beneficial connection with traditional craftspeople and incorporating their skills into our current designs.
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