Fashion designer Manish Malhotra unveils India’s First Couture Virtual Store

Sahaj Desai

, Fashion Hour

Indian fashion designer turned stylist Manish Malhotra has recently launched a virtual store that allows potential customers to take a walkthrough of his brand’s flagship store in Delhi. The online outlet, regarded as India’s first couture virtual store, offers an extensive range of features wherein buyers can walk on the aisles, zoom in on the products and get every detail of them. Besides, they can also go through other brand portfolios including Manish Malhotra Jewelry, Manish Malhotra Beauty and Manish Malhotra Home.

According to Manish Malhotra, launching an online store has long been planned, however, the coronavirus pandemic led him to unveil it at the earliest. “While our customers have been able to shop via our e-commerce site, we wanted to offer a seamless experience to our brand, even though they can’t make our stores in the lockdown,” he said.

The 54-year-old fashion designer said that the virtual experience facility offered by his online store took around 11 months of research, planning, strategy and design, backed by its partner Gmetri. Chat support feature for product or purchase queries and personalised guidance will be launched soon, later in the quarter. A green screen facility will also be introduced soon through which Manish Malhotra can personally assist the customers in picking outfit for themselves.

In light of his newly launched online store, Malhotra said that adopting hybrid model has been critical as he had personally seen an increasing number of online consultations for bridal outfits in 2020, that was quite unprecedented.


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