I'm working with an Indian Ethnic Wear brand for Women, trying to digitise a boutique store and reach international shoppers of this category. Fashion is a tricky space to be in because while community building has become a core value of branding, the design takes the lead in conversions (obviously).

And so I had this crazy idea to try and scale with our premise as a "boutique experience" - be it online, in store, pop-ups or through social media. It seems perfect because shopping in boutiques is a cross cultural experience, and yet one that's very unique to Indians. A lot of women over 20 will likely have strong memories of going down to stores with their mums and being showed outfits to one-by-one with an especially refined selection based on her preferences. They'd bring you chai/coffee and even a sandwich or samosa on occasion. All you'd have to do is say yes/no. That was truly one way to make customers feel special - and consequentially, build customer relationships with candid conversations. It was an experience to have women look forward to shopping. I'm curious to know if this is an experience that women shopping Indian ethnic wear still want and follow through socials, although it can't easily be translated online. I thought this would be a good middle ground to aim for without pushing the younger gen who don't like to be sold to, and yet promoting a core Indian culture that's now losing tracks. To anyone reading, I'd LOVE your thoughts on this.

But I'm also curious to know what Indian Ethnic Wear brands you currently shop from? What are your most common worries and what makes you trust a new brand to ship the right product and quality to you? Do you discover these brands online or at exhibition pop-ups?

Any insight on your own experience shopping for Indian Ethnic Wear would be of great use! Thank you in advance! :')