Good connections

A list of India’s top e-commerce fashion sites.

Written by Namrata Zakaria | Published: November 20, 2013 3:36:46 am

Each week,the inbox finds itself flooded with young fashion entrepreneurs bringing on some truly wonderful e-commerce websites. I am one of those who believe that the future of fashion retail — among others (like newspapers and magazines) — is truly online. But I also have to admit that there still is more noise than anything else served by the virtual world.

So I’ve done a bit of trekking and browsing,and have come up with a list of my current favourite shopping sites. There is the disclaimer: I am not yet a customer at any of these,but that’s only a matter of very little time.

The gorgeous Pernia Qureshi’s perniaspopupshop.com is easily the front-runner here. Of course the owner is the famous face behind the movie Aisha and is besties with Sonam Kapoor (not to mention,a Delhi heiress too),but due credit must be given to her business skills. The site has the widest list of designers’ goodies — right from Abu-Sandeep and Rohit Bal to Savio Jon and Atsu to DRVV and Ritika Sachdev (also almost every fabulous fashion jeweller: Eina Ahluwalia,Suhani Pittie,Valliyan by Nitya and Zariin Jewellery to name a few). Qureshi keeps it clever by stocking very commercial labels alongside seriously fashion-y ones,so there’s something for everybody. The site is high-tech,easy to browse through and hugely popular. Moreover,its sales are gaining legendary status.

Bhane.com is such a fun and friendly site founded by Anand Ahuja. It celebrates its first anniversary next month and has quickly developed its own language of cool among young lovers of fashion. Do check it out for their hip photos and videos,even if you aren’t in the mood of buying. Of course the metier here is street style,but isn’t that where real fashion comes from?

Kresha Bajaj comes with the rock-solid retail lineage of her father Kishor Bajaj’s iconic Badasaab. While daddy made his brick-mortar store the last word in bespoke menswear in Mumbai,young Kresha aims at owning the online world. Her site koecsh.net is an ode to hip,rebellious and anti-fashion. The labels are curated from across the world,and the young lady designs herself too (she’s armed with degrees from London School and Parsons New York). My picks are the vintage accessories.

Anjana Sharma,IMG-Reliance’s former fashion head,has now founded stylista.com,a small and special page that sells collections especially made for them by the designers. Understandably,their menu of labels is still at six. But the goodies sold here aren’t available elsewhere. I only wish their name was a bit more exclusive: please do not confuse it with stylista.in or estylista.com or stylefiesta.com.

As the world becomes one giant global mall,fashion sites are Arcadian shopping havens. Since most of the good ones celebrate youth and a street subculture,they’re also accurate culture vultures. However,each one’s longevity will come from constantly updating merchandise and an excellent delivery process. But for now,young URLs are defined by the Economist as “Ubiquity now,Revenue Later”.

namratanow@gmail.com

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