How digital transformation is forcing the apparel industry to re-invent its strategy

Abstract

Indian apparel retailers have been grappling with the emergence and large-scale acceptance of digital channels of retail and marketing. While digitization in marketing has been accepted and implemented on a wide scale, traditional brick and mortar retailers have struggled to expand into the online channel of retail. The report explores the evolution of single brand retailers and multi brand retailers and the emergence of e-commerce firms and the factors that have contributed to the shift in strategies of these formats.