morning boy's letters on serious matters and commentary on funny things aplenty
If you were forced to wear one outfit over and over again, what would it be?
The subject line answers the question.
In the Indian weather, for most geographies and for a very good part of the year, that’s always the desire: Airy Dressing.
Answered better through pics actually. So pics shall follow soon.
The sequence below is hypothetical but powerful in its simplicity to reveal the tragedy that is garment selling and shopping in India.
Sometimes even tailors got the fit wrong in spite of all the measurements. And most of the times, tailors didn’t have the fancy skills to match the desires, visions and fashions.
In-store readymades changed that. Plenty of variety, plenty to try in front of the mirror and variety of looks to pick from. The errors in ‘tailoring’ and ‘making’ got obscured by the sheer number available to try and fit into. Even if one unit didn’t fit, you could try another unit of the same design and it would fit.
When they started with online readymades, they kept the errors in ‘tailoring’ and ‘making’, removed the facility of ‘trying’ any number of things to get into a good fit, and instead started tom-tomming variety of lacs and crores of units.
Selling fashion online is tragic for a lot of people, sellers and buyers both. But then tragedies consume time and the time spent in contributing to tragedies eventually flips them into happiness. Starting up over and over is happiness too.
Just opened a promotional email from Myntra with the subject line:
Your Fashion Horoscope Is Here
The email shows women’s outfits and all in yellow. Irrespective of the views dispensed by Mr. Chandrachud, I am not interested in women’s outfits for myself but I am surely interested in colors.
My Dad, who sells Indian natural stone, receives plenty of inquiries for yellow stone these days.
I’ve been telling my Dad, as much as we think that we are selling construction material, actually we are in the business of fashion.
But then I also maintain that Stone is not Fashion.
After getting dressed when she looks at herself in the mirror and evaluates her look and evaluates her self…
The contribution of such evaluations to fashion and spread of fashion and spread of words of fashion.
I was tempted to title it Selling Fashion Online?
But then that would be too vast and my point wouldn’t hold.
When making a garment, the garment-maker or conceptualizer or creator has certain measurements in mind that go beyond the commonest measures of S, M, L, XL, XXL and so on.
Strangely, most fashion ecommerce managers don’t bother with those measurements. And also complain about returns.
I don’t see anyone working in that direction either. Most are busy uploading yet more SKUs and on-boarding yet more garment sellers.
Readymade Fashion doesn’t mean you pay attention to the look but you don’t pay attention to the measurements.
Just read a compelling gripping expression: TRUTH CLAIM
Style : Fashion
Truth-claim : Knowledge
Wow!
I won’t talk any more about it at the moment. Let this sink in.
Given the shapes of our cities, by and large it is hard for folks to adopt sports-driven activities. Am excluding ‘watching sports’ from the expression ‘activities’.
What’s left to be adopted? Sportswear to add sportiness to activities and non-activities.
Aha, so slow-manufactured is some kind of answer to fast-fashion! Okaaay…
It needn’t necessarily be so obviously opposite!
Mr. Seller, find the reason for your garment to exist.
If marketers have their way, this would be my way of speaking:
You look great in athleisures.
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