What do you do when the biggest fast fashion retailer in world launches an online shop in your country? Well, for starters, you hide your credit card. In October, Zara opened its website to e-commerce, thereby opening the floodgates to fast fashion accessibility.

Accessibility of fast fashion to Indian consumers

Zara, the world&#39;s largest clothing brand entered the Indian market in 2010 and has since doubled its sales every two years. Its monopoly on fast fashion in the country started waning with the introduction of H&amp;M, another fast-fashion retailer which introduced conservative price points making it pocket-friendly for fashion-forward consumers. In the last three years, Zara has grown at an average of 20 per cent, indicating that its novelty factor may be waning.

Zara&rsquo;s plans to tap the online channel in India will expand the brand&rsquo;s presence beyond the eight cities it is present in currently. Smaller cities and semi-rural areas are seen to be the next growth driver for e-commerce companies.

What&rsquo;s hot and what&rsquo;s not

Through its online store, customers will be able to buy the full range of goods that Zara offers in its physical stores. Standard deliveries are charged at around Rs 300, while orders above Rs 4,000 are delivered free. At the backend, Zara has been working with a warehouse in Haryana.&nbsp;

Customers in large cities of New Delhi, Mumbai, Kolkata, Chennai, Bengaluru, Hyderabad and Ahmedabad receive their Zara pieces within 2-4 working days while rest of the country receives it in 5-8 working days. No, expedite deliveries are currently available in the service. But hey, you can always pick your pieces conveniently at the store, if you want to wear them immediately!

Omni-channel integration

With an easy option for the consumer to choose between online delivery or pickup from the store, Zara&rsquo;s e-commerce introduces India to first ever truly integrated the omni-channel experience. Your Zara pieces can be checked for availability at stores closest to you, paid for online and directly picked up from stores. Clothes can be exchanged or returned at the store or through traditional e-commerce logistics. However, to return to the stores, you&rsquo;d have to wait a whole of 2 days after picking them up. (Phew!)

A fantastic size chart

<div class="ui-state-default"><img alt="" src="http://s.wionews.com/photos/12-20171201065925.jpg" />
<div class="media-description">
Find the perfect size at Zara. (Others)
</div>
<a class="close-mark close-div" href="javascript:void(0)">&times;</a></div>

Ever wondered whether you are a size M or a size L. Or maybe you are more of an M and less of an L? Zara&rsquo;s shoppable website introduces the concept of hybrid sizes along with suggestions depending on your unique body measurements (something that our Indian body types are eternally thankful for!). This service, outsourced to a firm, Fit Analytics, inputs your measurements and fit preference, before making a size suggestion for you. (in my case, the suggestions have been pretty convincing!) The algorithm works on finding your body double and suggesting the size that they bought &amp; kept.

Stunning Visuals &amp; Storytelling

Zara India&rsquo;s biggest website import has been their international quality visuals, curation and of course, campaigns which renew fortnightly. It is this freshness which continually brings one back, if not to purchase, then to spot the latest in fast fashion.

Product pages consist of product shots accompanied by model shots styled in various ways, which make the shopping decision a lot more impulsive!

Price Parity

Unlike traditional e-commerce practice of heavy-duty discounting to lure customers, Zara continues to maintain price parity across all their channels for all merchandise. All merchandise is available online at full price, with a few pieces slotted under &lsquo;special prices&rsquo;, much like their stores. Good on you, Zara!

<div class="ui-state-default"><img alt="" src="http://s.wionews.com/photos/1234-20171201060353.jpg" />
<div class="media-description">
2017 Autumn collection at Zara. (Others)
</div>
<a class="close-mark close-div" href="javascript:void(0)">&times;</a></div>

Logistical inadequacy

Coming to the biggest roadblock that there is currently the logistics. For the purchase that I made, I faced issues during store-pickup &amp; refund! While logistics for traditional e-commerce are managed by their partner, Delivery, pretty smoothly, the store pickups still face trivial issues. One of the biggest one being payment only through cash or credit card at the store (no debit cards!). As far as the refunds are concerned, the turn around time at the moment continues to be marginally higher than standard (i.e. more than 7-10 working days).

The Indian retail market was worth $641 billion in 2016 and is expected to reach $1.6 trillion by 2026, growing at a compounded annual growth rate of 10 per cent (according to the India Business of Fashion 2017 report). A lucrative market for US &amp; European brands, the Indian retail market has attracted a plethora of large private labels banking on high disposable and heavy influence of western street styles. Will the international brands be able to hold the fort of their e-commerce businesses much like they do in retail? We&rsquo;re yet to find out.

(Disclaimer: The author writes here in a personal capacity).

Indian retail market has attracted a plethora of large private labels banking on high disposable and heavy influence of western street styles

What do you do when the biggest fast fashion retailer in world launches an online shop in your country? Well, for starters, you hide your credit card. In October, Zara opened its website to e-commerce, thereby opening the floodgates to fast fashion accessibility. Accessibility of fast fashion to Indian consumers Zara, the world's largest clothing brand entered the Indian market in 2010 and has since doubled its sales every two years. Its monopoly on fast fashion in the country started waning with the introduction of H&M, another fast-fashion retailer which introduced conservative price points making it pocket-friendly for fashion-forward consumers. In the last three years, Zara has grown at an average of 20 per cent, indicating that its novelty factor may be waning. Zara’s plans to tap the online channel in India will expand the brand’s presence beyond the eight cities it is present in currently. Smaller cities and semi-rural areas are seen to be the next growth driver for e-commerce companies. What’s hot and what’s not Through its online store, customers will be able to buy the full range of goods that Zara offers in its physical stores. Standard deliveries are charged at around Rs 300, while orders above Rs 4,000 are delivered free. At the backend, Zara has been working with a warehouse in Haryana. Customers in large cities of New Delhi, Mumbai, Kolkata, Chennai, Bengaluru, Hyderabad and Ahmedabad receive their Zara pieces within 2-4 working days while rest of the country receives it in 5-8 working days. No, expedite deliveries are currently available in the service. But hey, you can always pick your pieces conveniently at the store, if you want to wear them immediately! Omni-channel integration With an easy option for the consumer to choose between online delivery or pickup from the store, Zara’s e-commerce introduces India to first ever truly integrated the omni-channel experience. Your Zara pieces can be checked for availability at stores closest to you, paid for online and directly picked up from stores. Clothes can be exchanged or returned at the store or through traditional e-commerce logistics. However, to return to the stores, you’d have to wait a whole of 2 days after picking them up. (Phew!) A fantastic size chart Find the perfect size at Zara. (Others) × Ever wondered whether you are a size M or a size L. Or maybe you are more of an M and less of an L? Zara’s shoppable website introduces the concept of hybrid sizes along with suggestions depending on your unique body measurements (something that our Indian body types are eternally thankful for!). This service, outsourced to a firm, Fit Analytics, inputs your measurements and fit preference, before making a size suggestion for you. (in my case, the suggestions have been pretty convincing!) The algorithm works on finding your body double and suggesting the size that they bought & kept. Stunning Visuals & Storytelling Zara India’s biggest website import has been their international quality visuals, curation and of course, campaigns which renew fortnightly. It is this freshness which continually brings one back, if not to purchase, then to spot the latest in fast fashion. Product pages consist of product shots accompanied by model shots styled in various ways, which make the shopping decision a lot more impulsive! Price Parity Unlike traditional e-commerce practice of heavy-duty discounting to lure customers, Zara continues to maintain price parity across all their channels for all merchandise. All merchandise is available online at full price, with a few pieces slotted under ‘special prices’, much like their stores. Good on you, Zara! 2017 Autumn collection at Zara. (Others) × Logistical inadequacy Coming to the biggest roadblock that there is currently the logistics. For the purchase that I made, I faced issues during store-pickup & refund! While logistics for traditional e-commerce are managed by their partner, Delivery, pretty smoothly, the store pickups still face trivial issues. One of the biggest one being payment only through cash or credit card at the store (no debit cards!). As far as the refunds are concerned, the turn around time at the moment continues to be marginally higher than standard (i.e. more than 7-10 working days). The Indian retail market was worth $641 billion in 2016 and is expected to reach $1.6 trillion by 2026, growing at a compounded annual growth rate of 10 per cent (according to the India Business of Fashion 2017 report). A lucrative market for US & European brands, the Indian retail market has attracted a plethora of large private labels banking on high disposable and heavy influence of western street styles. Will the international brands be able to hold the fort of their e-commerce businesses much like they do in retail? We’re yet to find out. (Disclaimer: The author writes here in a personal capacity).

Opinion: With international labels, fashion in India is changing

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Opinion: With international labels, fashion in India is changing