Westside seeks to anticipate market shifts and capitalise on emerging trends
Westside, a leading fashion retail brand under Trent Ltd. and part of the prestigious Tata Group, offers a diverse and contemporary range of fashion and lifestyle products. With a strong presence across India, Westside is celebrated for its in-house designed labels, bringing fresh, innovative, and affordable fashion to the market. In an interview with Fibre2Fashion, Head – Customer & Beauty Umashan Naidoo talks about the design process, maintaining unique identity and more…
What are the key trends shaping the future of the fashion retail industry?
While numbers are important, they truly count when paired with stunning and accessible products. Creative designs, innovative marketing strategies, and seamless customer experiences are integral to staying competitive in the evolving landscape.
What strategies are most effective for engaging with the modern, digitally savvy consumer?
Engaging with the modern, digitally savvy consumer necessitates prioritising great design, quality products, and competitive pricing. Additionally, implementing a strategy of introducing new offerings regularly, such as every Friday, helps maintain consumer interest and engagement. Achieving this balance demands ongoing refinement, clarity in communication, and a commitment to continuous learning about consumer preferences and trends. By infusing elements of enjoyment and innovation into the consumer experience, businesses can foster lasting connections and loyalty in the digital landscape.
Describe the journey of Westside from its inception to becoming one of India’s leading retail chains.
We never stand still; we are always thinking about the next. Our commitment to designing and delivering fashion brands has been integral to our growth over the past 25 years. Westside began its journey in 1998 with the opening of its first store in Mumbai. The brand’s inception was rooted in the vision to offer urban Indian consumers an edited range of trendy and affordable fashion options under one roof. Building upon its initial success, Westside embarked on an aggressive expansion strategy, opening 229 stores across tier 1 and tier 2 cities throughout India. The brand diversified its product offerings to include private-label fashion brands catering to various consumer segments and preferences. This move allowed Westside to differentiate itself in the competitive retail landscape. Additionally, Westside focused on enhancing the in-store shopping experience, investing in store layouts, ambience, and customer service to create a welcoming environment for shoppers. Over the past three years, we have witnessed an evolution in style and fashion trends, reflecting the diverse nature of the Indian market. The contemporary Indian consumer is highly attuned to trends, values quality, and seeks enriching experiences when it comes to fashion.
How does Westside maintain its unique identity within the competitive fashion retail market?
Westside has upheld its distinctive identity in the competitive fashion retail market by consistently focusing on designing and delivering fashion brands.
In-House Brands and Made-in-India Products: One of Westside’s distinguishing features is its extensive range of in-house fashion brands catering to various style preferences and demographics. These in-house brands are designed and manufactured in India, aligning with the brand’s commitment to promoting indigenous talent and supporting local artisans and craftsmen.
Indian Brand with Global Appeal: While Westside celebrates its Indian heritage through its in-house brands and locally sourced products, it also embraces global fashion trends and influences. The brand’s ability to blend Indian aesthetics with international styles allows it to appeal to a wide range of consumers, from traditionalists to fashion-forward individuals seeking contemporary trends.
Sizing and Inclusivity: Westside recognises the importance of inclusivity in fashion and offers a wide range of sizes to accommodate diverse body types and preferences. By prioritising inclusive sizing, Westside ensures that its fashion offerings are accessible and inclusive, resonating with a broader customer base and promoting body positivity.
Innovation and Trend Forecasting: Westside invests in trend forecasting and design innovation to stay ahead of evolving fashion trends and consumer preferences. By consistently introducing new styles and designs, Westside maintains its relevance and keeps customers engaged with fresh, exciting fashion offerings.
Customer Satisfaction and Shopping Experience: Westside places a strong emphasis on customer satisfaction and strives to provide an enjoyable and seamless shopping experience across its stores. The brand invests in store layouts, ambience, and customer service training to create a welcoming environment for shoppers.
Can you elaborate on the in-house design process for Westside’s 28 labels across various categories?
The in-house design process at Westside, positioned as a lifestyle brand, prioritises staying in line with current trends while also being ahead of the curve. Understanding customer behaviour is crucial, and we aim to marry trends with consumer preferences to create products that resonate across our 28 labels. By integrating trend forecasting, consumer insights, creative collaboration, and quality assurance into its design process, Westside maintains its position as a trendsetter in the fashion retail industry, consistently delivering innovative and stylish products across its diverse portfolio of labels.
How does Westside balance the latest fashion trends with the preferences of Indian consumers?
To maintain flexibility, our teams at Westside consistently monitor trends on both a seasonal and weekly basis. We draw insights from various sources such as Instagram videos, film trends, local influencers, and international benchmarks. This broadens their perspective and allows them to incorporate diverse elements into their fashion curation.
Westside infuses its unique perspective into fashion curation, ensuring that its collections reflect a blend of global trends and local sensibilities. This helps us cater to the diverse tastes and preferences of the Indian consumer market. Our teams make sure that their curated fashion remains accessible to their customers. This might involve offering a range of price points, styles, and sizes to accommodate different segments of the market.
Additionally, Westside innovates to meet the changing buying behaviour of consumers. This could involve adopting new technologies, refining our marketing strategies, or introducing new product lines to align with evolving consumer preferences.
What is the significance of Westside’s ‘First Price. Right Price.’ customer promise and its impact on sales and customer satisfaction?
The ‘First Price. Right Price.’ promise by Westside emphasises more than just pricing; it underscores aspects like service, curation, availability, and quality. This holistic approach is pivotal in ensuring customer satisfaction and delight. In the realm of fashion, staying relevant entails recognising key trends and acknowledging the importance of form, fit, function, and overall value. Value transcends mere pricing; it encompasses how products are sold, the service proposition, curation, availability, accessibility, fit, and quality. Ultimately, when customers interact with the garment and consider its price, experiencing delight and joy at the proposition is a rewarding surprise.
How do Westside’s CSR initiatives align with its mission and values?
The largest population of India is its youth. Westside believes that these young people are the backbone of the nation. It is therefore the intention of the brand to focus on socially underprivileged children to provide them with a chance for a better tomorrow.
HOP! The brand’s Ambassador of Happiness Optimism & Play is made from surplus fabric. Every Hop bear bought helps sponsor a child’s mid-day meal. Malnutrition affects 165 million young children worldwide, impacting their physical and cognitive development. Westside has partnered with the Akshaya Patra Foundation, an NGO dedicated to fighting malnutrition. The proceeds from the sale of Hop bear cover the cost of 1,232 underprivileged children studying in government schools in Silvassa for one academic year.
For a sustainable eco-system, Westside has collaborated with Bhansali Trust for the ‘Bag of Love’. An initiative that not only focuses on building a sustainable ecosystem for recycled fabric but also empowering rural women with fair employment.
What role does data analytics play in shaping Westside’s online strategy?
Data analytics helps Westside understand customer behaviour and preferences, guiding our online strategy to better serve our digitally savvy consumers and enhance their shopping experience. It serves as a compass, guiding us through the vast sea of consumer insights and market trends. By harnessing the power of data, we gain invaluable insights into customer behaviours, preferences, and purchasing patterns. Every click, every scroll, and every purchase tell a story—a story that we are keenly attuned to deciphering. But it is not just about collecting data; it is about turning that data into actionable intelligence. Through sophisticated analytics tools and algorithms, we uncover hidden patterns, identify emerging trends, and anticipate customer needs before they even arise. This proactive approach allows us to stay one step ahead in an ever-evolving marketplace. Moreover, data analytics enables us to foster deeper connections with our customers by personalising their interactions with our brand. But perhaps most importantly, data analytics fuels our commitment to continuous improvement. By analysing the performance of our online initiatives in real-time, we can swiftly adapt and iterate our strategies to deliver ever-greater value to our customers.
How has Westside blended online and in-store shopping, incorporating services like click-and-collect or in-store returns?
Westside’s approach to blending online and in-store shopping, including services like click-and-collect or in-store returns, emphasises a focus on learning daily, rather than loud discounting or getting everything right immediately. Customers enjoy the flexibility of browsing online and collecting items in-store at their convenience. Likewise, hassle-free in-store returns provide added convenience and satisfaction. Westside’s strategy highlights adaptability, focusing on refining services based on daily insights rather than aiming for immediate perfection. This blend enhances customer engagement while reflecting the brand’s commitment to evolving retail dynamics.
How does Westside plan to evolve and grow in the coming years?
Westside aims to cultivate a dynamic organisational culture that embraces agility and continuous learning. By viewing mistakes as invaluable learning experiences, the company fosters adaptability as a cornerstone for remaining relevant in the rapidly evolving industry landscape. Through proactive measures and a commitment to innovation, Westside seeks to anticipate market shifts and capitalise on emerging trends. This approach will enable the company to not only navigate challenges but also seize opportunities for sustainable growth and development.
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