The times when one can’t be ignorant towards the impact of fashion on the environment, one of India’s leading fashion e-commerce platforms, Nykaa Fashion, gives keen attention to sustainability. The brand has launched a special edit that features a variety of labels focusing on sustainability. This edit is carefully curated and represents the advocates of only eco-friendly that stay true to the three R’s ‘Reduce, Reuse, Recycle.
These Mindful Labels include GAYA, Doodlage, Khara Kapas, GUR, Dobby, Kaarpas Kanelle, Maati by Neha Kabra, Koyi Taro, Bohame, Mishe, A Humming Way, Kanelle, Okhai, Pozruh, Merakus, Satva and accessories labels like Paio Shoes, Dhaaga Handicrafts, Urvashi Kaur, Modern Myth, The Cai Store, The Slow Studio and so on.
Nykaa Fashion invests in being conscious about the choices, all while promoting it. The brand simplifies the idea of sustainability for its consumers by decoding the myths that surround ethical fashion and making it more accessible for them. It is also providing recognition to new eco-friendly labels through its platform. The Sustainability Edit is an initiative that will create awareness, propagate change and also involve consumer engagement through convincing conversations that acknowledge sustainable fashion.
The conversation around sustainability is not limited only to intellectual circles or the fashionable elite but even to the ordinary customer and Nykaa Fashion, responds to this shift. Consumers and brands are becoming equally more environmentally and socially aware, and we can now witness a shift towards more ethical and sustainable practices. This includes consumers from all age groups. Presently, Nykaa retails over 50 sustainable brands and continues to strengthen the brand curation for this category.
Nykaa Fashion is also exercising awareness through the shopping experience, lives, videos, and conversations with fashion advocates on their digital platforms. What sets Nykaa apart from other e-commerce platforms is how their selling is personalised and led by curation, discovery, inspiration, and convenience. They allow the consumers to discover the ‘right’ products and inspire them with fashion-forward content.
The brand allows one to explore unique brands and styles across varied categories and price points. Be it shopping for luxury labels, high-street brands or budget-friendly fashion, this consumer can have a smooth experience as per their choices.
As far as the second wave of COVID is concerned, for Nykaa, extraordinary agility along with the support is the need of the hour not just for the business of fashion but for every brand and individual in the country. The platform has been prioritising the health of its employees, customers and our communities the most during this pandemic. The brand is supporting the frontline workers through a collaboration with Give India and contributing by providing essential devices, N95 masks, Oxygen masks and sanitisation kits across the country.
Simultaneously they are catering to the needs of consumers while keeping up with the rapid adoption of e-commerce being witnessed during the pandemic. The brand also believes there is a shift in consumer preferences with an increase in demand for comfort wear as customers are confined to their homes. For this, it has launched Nykd All Day, which is a collection consisting of athleisure, and leisurewear.
Nykaa is also working in driving fashion awareness in tier 2 cities by educating customers through trend guides, guided selling such as seasonal edits and offering curated content to the shoppers. It has also developed a number of several tools, to guide the customer, such as their line, Nykd by Nykaa has a unique Bra advisor, which will help the shoppers in picking the right lingerie.
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