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The House of Anita Dongre

An Established Brand Explores New Frontiers With Magento

The Client

Launched in 1995, the House of Anita Dongre comprises a portfolio of brands, namely AND, Global Desi, Anita Dongre, AND Grassroot, and Pinkcity. After reaching the pinnacle of the Indian fashion landscape, the client now wanted to join the online league and recreate their success in this domain too. The main purpose was to keep pace with the growing competition in the fashion industry, as some existing and new brands were gathering steam by investing in online solutions. They wanted to build an online presence and capitalize on it. The client wanted a technology partner that could assist them with the right e-commerce solution to fulfill their business objective with a customer interface that replicated the finesse of their brand along with a back-end process that simplified online selling for them.

Stitching together offline and online

HOAD wanted to embrace the e-commerce trend to keep pace with its contemporaries in the fashion industry as well as capture a fair share of the huge e-commerce fashion market.

  • The challenge was to create online stores that matched the aura of its brands, both in look and feel. Moving over from offline to online while maintaining the same level of trust and popularity is easier said than done.
  • Additionally, the stores needed to be empowered with shopping experiences that were good enough to meet the expectations of the generation Z shoppers. Since the brand caters to a high-end audience, their expectations were likely to be bigger too.
  • Besides an impressive customer-facing interface, the client wanted e-commerce stores that were empowered with a robust order management system and delivered top-notch performance all the time.
  • Challenges such as catalog management, inventory management, and backend management had to be addressed effectively so that the client could keep up their brand’s reputation, retain their existing clientele, and grow its audience as well.
  • Mobile responsiveness was another key requirement that they presented as they wanted to build a robust presence across the mobile channel too.

Stitching together offline and online

HOAD wanted to embrace the e-commerce trend to keep pace with its contemporaries in the fashion industry as well as capture a fair share of the huge e-commerce fashion market.

  • The challenge was to create online stores that matched the aura of its brands, both in look and feel. Moving over from offline to online while maintaining the same level of trust and popularity is easier said than done.
  • Additionally, the stores needed to be empowered with shopping experiences that were good enough to meet the expectations of the generation Z shoppers. Since the brand caters to a high-end audience, their expectations were likely to be bigger too.
  • Besides an impressive customer-facing interface, the client wanted e-commerce stores that were empowered with a robust order management system and delivered top-notch performance all the time.
  • Challenges such as catalog management, inventory management, and backend management had to be addressed effectively so that the client could keep up their brand’s reputation, retain their existing clientele, and grow its audience as well.
  • Mobile responsiveness was another key requirement that they presented as they wanted to build a robust presence across the mobile channel too.

We commend the team for creating such wonderful interfaces for all out sites and unbelievably, each one seems better than the others. They are equally good in terms of delivery deadlines and support. Great job, guys!

A new beginning for the Indian fashion industry

When the client approached us with the myriad requirements for its multiple brands, OrangeMantra came up with only one solution- Magento e-commerce development. From creating a brilliant interface to supporting the entire width of the product catalog, delivering seamless online experiences, and more, the platform emerged as the one and only choice for the project. We started by analyzing the industry as well as understanding the brand, its customers, and competitors’ strategy. Following this, we created a comprehensive plan, while bearing in mind the current positioning of the client’s brand across the retail selling channel. We came up with the customer persona to get a clear idea about the audience to be targeted with this new e-commerce strategy.

Once we had a clear picture of the brand, its competitors and customers, we build the most amazing interfaces for all the five brand stores of the client. The X-factor of the sites was the way the products were showcased, with fluidity in design and high-quality images that are all-so essential for fashion e-commerce sites like these. Besides working on the look of the stores, we enriched them with features such as simplified and secure checkout, multiple payment options, social login, easy search functionality, and more. Furthermore, all of them were made mobile responsive to deliver excellent shopping experiences, irrespective of the devices being used. Most importantly, we strengthened the backend systems with robust catalog management, inventory management, order management processes.

It’s a win-win situation

Investing in Magento has proved to be a win-win situation for the client as it has enabled them to deliver unified experiences for the customers across online and offline selling channels while matching their expectations and living up to the reputation of the brand. Each of the web stores has fabricated unique online personalities for the brand it represents. They have also opened new possibilities for the brands as they can connect with the customers virtually, without requiring them to visit the brick-and-mortar stores. At the same time, the client has been able to make their business future-ready by stepping into the e-commerce landscape with a presence that is as impressive as their offline presence. These Magento stores have enabled the client to keep pace with their competitors and increase their gross revenues as well.

This is truly a new journey for the House of Anita Dongre!

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