customers a strong and efficient ecommerce supply chain ensures that both brands and customers benefit through faster delivery and wider access technology is playing a key role in delivering customer delight though this model from both a selection and speed of delivery perspective the next wave of growth for most consumerfacing businesses including fashion will come from smaller cities and towns while ecommerce brings an immersive and interactive experience to customers a large percentage of consumers in these markets prefer to consume content in their regional languages and seek to connect with brands in meaningful ways vernacular inclusion will continue to play an important role in onboarding the next 200 million consumers into the larger ecommerce fold this is an important inclusion that must be considered from a phygital perspective too and replicated across relevant consumer touchpoints having a seamless brand experience is key and will play a role in establishing stronger relationships with consumers from across the country deeper collaborations across the fashion ecosystem must be encouraged not just to minimize the impact of the pandemic but to emerge from it in a position of strength a phygital model will be one that truly creates a winwin situation for consumers brands and sellers it seems likely and logical that the future of fashion in bharat will be based heavily on deeper collaborations author of the article is vp flipkart fashion etretail published on oct 13 2020 at 0228 pm ist telegram facebook copy link be the first one to comment comment now comments comment now read comment 1 all comments post post find this comment offensive choose your reason below and click on the submit button this will alert our moderators to take actions reasons for reporting foul language defamatory inciting hatred against a certain community out of context spam others report join the community of 2m industry professionals subscribe to our newsletter to get latest insights analysis download etretail app get realtime updates save your favourite articles scan to download app fashion retail retailers phygital model flipkart consumer behaviour fashion brands ecommerce sellers fashion shopping homenewsthe future of fashion in bharat