One of the leading e-commerce sites for saree, salwar kameez, anarkali suits and fashion accessories, Zohraa has recently came up with the idea of Style Experts who give fashion ans style advice the customers. The brand has named it The Zohraa Boutique—a meeting place of style experts and customers. Positioned as an occasion wear brand, Zohraa intends to facilitate selection for different occasions.
Sanjeev Jain, Partner, Zohraa, said, “The Zohraa Boutique is a concept which goes well with the Royal Wardrobe. We intend to give a royal experience to our customers online. The Boutique is a part of that experience. We will have style experts from different categories talk to customers. For example, we pick a designer who is expert on saree to interact with a potential customer who wishes to choose a saree for an upcoming marriage. The designer helps the customer browse through multiple options available and helps her choose the best dress that would suit the customer depending on her taste.”
The boutique is expected to be rolled out first as a test-bed and slowly developed into a full-blown fashion advisory center. Vibhor Tikiya, Partner, Zohraa, shared, “The possibilities are tremendous. We don’t want to drive this idea to just drive sales. We want to make sure that there is no product push involved. It has to be genuine fashion advice. If that leads to a sale, then that’s great. If it does not, at least the customer goes away from the website knowing what she wants.”
Darshit Hirani, Partner, Zohraa, opines, “This is just the start of a big plan in our minds to build the brand store experience. We are working towards it and hope that the first step towards it is a success.” The recent addition of the brand store concept is intended to further the brand’s vision of becoming synonymous with the category of occasion wear.
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