99Labels Launches 9Rasa.com To Sell Ethnic Wear. Tries Catalogue Based Approach
Ninety Nine Labels Pvt. Ltd, an e-commerce company that owns & operates a fashion & accessories web-portal of the same name has launched a parallel e-commerce site 9Rasa.com.
Interestingly, 9Rasa won’t operate on the techniques adopted by most e-commerce websites. In India, web-portals mostly stick to the tried & tested method of short-term sale. This is because, the impending final date of sale is many-a-times a great influencing factor in converting a casual browser into a buyer. While India is a great market for such off-season clothes & one may argue at length about the way businesses are run, but at the end, contemporary fashion does tend to lose its appeal fairly quickly.
That’s why 9Rasa is a catalogue based model. Under this method, curated (sorted, categorized & then selected) merchandise is showcased on the site. Sites which run on catalogue based model of e-commerce, offer merchandise which stays ‘live’ for a much longer duration. Additionally, since it is carefully collated, buyers need not worry about inventory.
Basically, it works on the principle of ‘What You See Is What You Get’. The site owners are confident about the global demand for ethnic Indian wear & have a nifty idea for customization also, explains Ishita Swarup, Founder and CEO, Ninety Nine Labels, “We have also enhanced the user experience with tools like ‘style your look’ so that one can mix, match and buy a look rather than a single product.”
Going niche has been the norm lately. Instead of boasting of a huge inventory, e-commerce ventures which stock only a particular category of products or verticals are coming up. Will customers be keen to continually hop from one website to another for each product they want?
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2012-11-01 03:43:09
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