WEBSITE CONTENT AS AN E-CRM TOOL FOR
THE INDIAN E-TAIL MARKET
RIYA JAIN
Student ID: 21040609
Central Saint Martins MA Communication
CONTENT
INTRODUCTION
“Good storytelling is timeless. Regardless of where you see it, whether you see it in a magazine or an e-commerce portal, it will always do well.” – Drishti Vij, Senior Fashion Writer, Tata Cliq Luxury (2022)
Holding a conversation can be a task too daunting in the real world, let alone storytelling in the billboard filled world of corporate communications, especially marketing. For decades now, the sales model has been central to marketing efforts in fashion e-tail, where budgets have been directed towards celebrity/influencer advertising and direct sales related marketing tasks. Through these conventional mediums of communication, there is little to no room for building narratives.
Newly formed publishing department of Indian e-tailer Tata Cliq Luxury is striving to create editorial content which is accessible, free of cost, through a mainstream medium, the web 2.0, and harvest the power of search engines. An amalgamation of traditional consumer magazines and customer magazines, this ‘hybrid editorial content’ introduced by Net-A-Porter, over a decade back has been successful in its own right for the west. So the main question of this market report stands to be: Is hybrid editorial content the future of customer engagement and e-CRM for the fashion e-tail space in India? And will the Net-A-Porter model stand strong for Tata Cliq Luxury?
THE NET-A-PORTER MODEL:
“We are seeking new ways to blur the lines between physical and digital print.”
– Rachel Reavley, publisher of PORTER magazine (2014)
Designed in the style of a classic consumer magazine with glossy pages of editorials, NET-A-PORTER’s website was launched in 2000 giving life to the idea of ‘click’ to buy in the luxury fashion e-tail space. Quick to jump in on the Web 2.0 advancements of leveraging interactive shopping experiences, NET-A-PORTER has been publishing their digital magazine on their website since 2009 to host appropriate editorial content which, by matching customer requirements, stimulates consumer engagement and helps develop a relationship (e-CRM).
Continually leading the market, establishing the mobile as cardinal to fashion e-tail strategy, it unveiled the world’s first ever shoppable iOS app in 2009. The app’s success and reception were followed up in 2013, with the launch of The Edit – a shoppable weekly digital magazine for tablets. A year later the entirely shoppable PORTER magazine was launched, described on the website as “Increible Women. Incredible Fashion. Everyday.” The magazine is also printed and sent to 40,000 high spending customers biannually – comprising a curation of product entirely shoppable on its website (Net-A-Porter, 2011).
The Net-A-Porter model showed that fashion retail and consumer magazine style editorials can continue to translate their successful partnership to a digital setup. The west “understood the power of collaboration a decade earlier,” says Varun Rana – fashion journalist and ex-Fashion Editor of Harper’s Bazaar, India. The role of “post sales services, and, the power of website design, content, and layout in affecting buying patterns.”
Deconstructing the ‘Hybrid Editorials’:
Net-A-Porter’s media-kit describes their magazine as “being synonymous with luxury, NET-A-PORTER is the perfect platform to reach a high-spending global audience.”
Coveted consumer magazines like Vogue, Elle, Grazia and Harper’s Bazaar have always reigned as consumers' best friend – the kind you go shopping and brunchin’ with. Customer magazines in contrast, have strived for sophistication to deliver beyond a dressed up catalogue. An intersection of the two, the Net-A-Porter in-house retailer fashion magazine of ‘Hybrid Editorials’ emulates the typical design and content of consumer magazines through high quality editorials with shoppable elements of customer magazines.
Brian Moeran in his entry for the Berg Encyclopaedia of World Dress and Fashion summarises the role of the fashion magazine as providing a “worldview of the desirable, the possible, and the purchasable.” Mainstream consumer magazines have always operated on the understanding that content creation is all about consumer engagement. (Kerbel 2012)
Editorials – The utility wear of Net-A-Porter’s website?
Websites have been referred to as “the cornerstone of all internet activity for organisations.” A communication channel in complete control of the e-tailer, the editorial content on websites fosters community and conversation shaping consumer perception and connection. However, it is the tangible numbers of increased web traffic that has attracted the increasing attention towards website editorial content in recent marketing literature.
“Search engines love text pages and text based hyperlinks,” says data engineer, Satyam Mishra. “So basically say for a fashion retailer, usable and credible fashion relevant copy will also help the website search engine ranking.”
“The first goal to achieve with website content is to make sure that the site gets indexed by a search engine such as Google. Only when a website is indexed will it be ranked,” he adds.
Most search engines operate on a template based link analysis algorithm. Bots, also known as spiders or crawlers are software programs used to crawl the web from link to link, page to page, website to website. “Now this is where the technical and linguistic quality of content becomes important,” explains Mishra. “Every page on the website needs to be readable by a bot in order for them to index it.” Bots download information from web pages into an index that is searched by the search engine to rank a website its relevance to a keyword (Harris, 2017)
Beyond SEO, increased activity and exposure periods to these websites can provide the retailers an opportunity to “collect information about their target market and guide their purchase decisions” through other digital mediums like social media. Since all digital activity leaves a trail, “fashion retailers can collect and find patterns in data or its analysis to make evidence based decisions” for improved marketing strategies. “While it may not convert to direct sales it can effectively reduce bounce rates to increase familiarity with the website,” he underscores.
The transactional value of Net-A-Porter’s digital magazine editorials?
Traditionally speaking Net-A-Porter’s magazine fits the textbook definition of a customer magazine however it has leveraged the use of high quality editorial content, sophisticated advertorials and videos to parallel the slick creativity of glamourous bookstall titles. Andrew Hirsch , CEO of John Brown Media, in fact explains customer magazines as “a chance to sit down one on one with your customer and have half an hour to explain what your company is about.”
“Maybe they’re branding it as a magazine format because people associate easily with the idea of a magazine,” says Rana. The familiarity of consumer magazine formats plays into successful persuasive messaging to encourage increased consumer engagement (CE) and trust.
Based on their systematic literature review of CE research in marketing from 2005 to 2015, Islam and Rahman defined CE as:
The readiness of a customer to actively participate and interact with the focal object (e.g. brand, organisation, community, website, organisational activity) [which] varies in direction (positive/negative) and magnitude (high/low) depending upon the nature of a customer’s interaction with various touch points (physical/virtual).
From this definition it can be established that the interaction of customers with Net-A-Porter’s magazine page on its website (the touchpint here) qualifies as CE outside the core economic transaction of generating sales. These editorials easily navigable on the website, often directly accessible through the home page, are the website’s environmental cues that impact customer behaviour on the website confirming their applicability in building brand equity. Linking (the use of hyperlinks) is also an important pillar of this content generation activity on the part of Net-A-Porter as it deepens the conversational nature and sense of immediacy this content evokes.
The seminal work of Erogul et al., 2003 posits that low purchase task relevant cues from colour, font, music – to bigger content components such as imagery and text are surplus to the achievement of shopping tasks that support the goals of hedonic shoppers. (Connell et al., 2018)
To quote a participant customer from Connell et al., 2018: “I shop for fashion online every Friday night with a glass of wine. I don’t always buy but I look.” The study noted that several customers with hedonic motives such as the pursuit of enjoyment of leisure engined with external website environmental cues (Net-A-Porter’s editorials fall under this category).
Another study by Broadman and Mccormick, 2021 studying behaviour on fashion retail websites point out the success of trend/style feature pages within customers. Interviews revealed that participants consumed this content to get inspiration as a starting point for their fashion journey:
“I like outfits… if there was something for a night out there then you might like it straight away and then just go for it, you don’t even need to look through…”
Having content encompassing the latest trend or tailored towards an occasion collated together into a shoppable feature/editorial story, added value to their shopping experience by providing them with ideas that were relevant to their purchasing goals. An example of top-down attention inspirational features help guide buying patterns for a specific event as they save customers the effort of having to filter down items themselves. It adds to the perceived usability of the e-tailer websites.
This increased engagement of customers with Net-A-Porter’s website through its editorials has helped nurture long term relationships with its patrons through higher perceived usability by means of high quality content that enhances credibility. As an e-CRM (Electronic Customer Relationship Management) tool the value of these editorials to Net-A-Porter surpasses the selling goals of the sales model. Instead it adds to brand equity that serves the primary objectives of both customer acquisition and customer retention.
WHY IS TATA DOING IT NOW?
Web 2.0 is defined as “a collection of open source, interactive and user controlled online applications, expanding the experiences, knowledge and market power of users as participants in business and social processes.” These tools of the collaborative web have been able to find promising success with the ‘data revolution’ in India jump started by the introduction of affordable internet plans by Reliance Jio and amplified by the pandemic.
“What happened is this sector grew because people with financial safe-nets didn’t have much to spend their money on during the pandemic so they were shopping. Also the pandemic made a lot of the rich richer in the case of India which started a pattern of luxury consumption,” says Barry Rodgers – Managing Editor of Grazia, India. “Tata has realised there is a nascent market emerging for the Net-A-Porter Model in India.”
“It’s mostly a post-pandemic shift that has happened (towards e-commerce) which has really kind of changed the way content is looked at,” says Kamna Malik – Ex Editor in Chief, Elle India. “What I feel the e-commerce platforms are doing at this point is time is instead of saying come buy this and this is how much its priced what they’re doing is trying to create content around it. Tell you a thousand ways of how that dress or particular thing can help you and then help you do that sale,” she adds. “Which is also very important now because your consumer is way more aware now. Your consumer has a lot more questions now.”
TATA CLIQ LUXURY’S ADAPTATION OF THE NET-A-PORTER MODEL
New Journalism
The journalists creating Tata Cliq’s editorial content have followed Net-A-Porter’s model of product placement with the aspirational approach of consumer magazine writing to create its own format of “Hybrid Editorials.”
Taking Porter’s efforts a notch higher Tata Cliq Luxury’s in-house editorial team has tried to operate on a stricter consumer magazine model “wherein we have edit meetings on a daily basis, we have a line up for each month, we have a theme,” says Vij. “We try to do stories which are more research heavy and have expert opinions. It's not just fluff basically.” Magazine covers and people centric stories have been incorporated for the ‘perfect Vogue effect’.
“We’re also reporting on ground events for that matter. So like how do we interact with current events or how do we interact with pop culture? And we try to bring out our (journalistic) point of view in everything that we do,” she adds.
Tata Cliq has poached several high profile Indian journalists from consumer magazine teams. The Luxe Life editor-in-chief Nonita Kalra has spearheaded Elle and Harper’s Bazaar and “comes with her own clout” to quote Rodgers. “Like she recently did a collaboration with a movement artist,” he adds. “People who are even remotely interested in what Nonita does will see it.”
Carving a Niche
“You can’t sell everything from INR 10 to INR 1,00,000. Then you’re nowhere,” says Malik. Several successful India mass e-trailers like Myntra that have been around for over a decade target multiple price points on one single website. Keeping this Indian e-tail framework in mind she compares: “Like Net-A-Porter only does luxury or look at a more local example like Nykaa. Nykaa only does beauty and look at what they’ve done.”
“Under fashion you’ve a lot of things and that's why one really needs to find a specialisation and be like okay you know what I will only at the budget segment or fast fashion, or I will only look at sustainability or I may look only at luxury, or you know I will do either Indian wear or western wear,” she adds. “But there has to be a niche especially in terms of budget or luxury.”
With fashion’s huge landscape Tata was quick to segment its e-tail platforms. Tata Cliq operates on a model similar to Myntra with its digital magazine Que. Tata Cliq Luxury on the other hand operates on a model similar to Net-A-Porter and publishes its own digital magazine called the Luxe Life. Tata has gone as far as developing separate applications to detach the two platforms from one another. This clear segmentation has helped Tata because “if you populate your e-commerce platform with everything, I don’t know who our consumer is and it becomes a very fragmented approach,” adds Malik.
Integrating Social Media
The Web 2.0 revolution of user generated content led to the successful development of several successful microblogging platforms such as: Instagram, Twitter, Facebook, TikTok and SnapChat as marketing tools of the digital age. It has now become commonplace for internet users to use social media for advice about products and companies. Social media platforms encourage customer to customer interaction for building community. It also provides a chance for the retailer to alleviate any criticism through engaging in direct conversation to pacify a disappointed consumer.
The success of Tata Cliq’s editorial ventures also depends on its adoption and incorporation of social media for improving the reach of their content. Tata Cliq has understood this and created social media channels dedicated to its digital magazine The Luxe Life utilising its editorials for building an overall social media presence.
On instagram “we’ve just started it, there aren’t that many followers but it’s all organic,” says Vij, at The Luxe Life. “We’ve had a small community of people following us but it's a good community like fashion insiders and we try to do a lot of people-centric stories as well.” In fact the line up on instagram has also been maintained as an entire shoppable magazine curation to leverage the social shop powers of Instagram in driving final sales.
“Social media is a big part of what we do. So we’re also adapting content for reels, for videos, we do think of new ways of how to put that content in a more interactive, in more fun, in a more engaging manner,” she adds.
Another impactful tool of the digital world is Interstitial advertising that uses interstitial pages displayed before or after content. These can be pop-ups or full page adverts. A form of interruption marketing, these are impactful since they prompt a glance or action from the customer before they continue their online journey. “I think if people click on these editorials organically or are led by them what Tata can do is gauge their reading patterns,” suggests Rodgers. “If I read a lot of denim articles, they can use that data to show pop ups of offers on denims on Instagram or other social media. This can impact the buying process in our fashion journey.”
A regular browser of e-tailer websites like Ajio, Myntra, and Tata Cliq on a lookout for Birkenstocks, Rodgers has noticed how he: “gets a lot ads about discounts, new collections, restocks when I’m scrolling on social media or using google that starts me shopping, because I’m in my Birkenstock phase”
Acknowledging the Influencer
An evolution of the traditional fashion blogger, the fashion influencers are no longer a subculture of social media portals. They have grown to become a part of mainstream fashion media as opinion leaders and taste-makers.
“What people want is a Komal Pandey or a Masoom Minawala who they can resonate to,” Rodgers asserts. “It maybe cringe to consumers of Luxury fashion but for a lot of the general and some of the spending capacity public influencers are sort of the window to fashion”
Rana holds the same opinion: “You can get allusions to deeper things. For example some retailers may tie up with influencers who have made their business to talk about deep things.” But the influencer he mentions, is in complete contrast to Komal Pandey and Masoom Minawala. “It is the credible influencer with a strong narrative and a more intimate community that are invested in a vision beyond ‘how to wear a shirt in five ways.”
Tata Cliq Luxury’s Vij tells me how their editorial team is well aware that “there is no shying away from influencers today” and attributes their success to the exclusivity of the magazine world. “Influencers are more democratic right? Because everyone has access to them,” she underscores. “It’s not always regular influencers that you see, but it’s also people who are thought leaders, who have some social media presence.”
However, in a business model like e-tail numbers reign supreme and cannot be compromised for brand value messaging because mainstream influencers like Komal Pandey and Masoom Minawala come with “a clout and followership that benefits brand and leads to direct sale. Acknowledging the role of an influencer in marketing campaigns Vwejeij explains: “we try to balance out people with a great following alongside people who we think also deserve a place in that particular story.”
Efficiency as an e-CRM tool
In today’s time promotional copy is nowhere close to enough for enhanced customer interaction with e-tailer websites. Success may only come when a company tells stories and builds narratives that are totally unrelated to the product it sells but resonates with the company’s audience. This occasional disconnect between the sales model and the content produced drives true need for careful planning of content type and dialogue that should be developed in the editorial sections of e-tailer websites and the editorial outreach that is conducted by a company.
According to Vij, Luxe Life has attempted to keep people at the core of their “timeless storytelling” goals and “being thought leaders in luxury, fashion, and lifestyle.” Tata Cliq Luxury’s in-house publication enjoys the comparative advantage of speedy publication in their on ground reporting – they have a first mover advantage in socially constructive interpretive frames for current events.
“So that’s what we’re trying to do but of course do it in a very strategic manner keeping in mind that we’re ultimately a place where people come to shop,” Vij adds.
“A compelling magazine will win readers and draw them back time and again. They will enjoy the magazine, value it, trust it and want to spend time with it,” says John Morrish in the first edition of his book Magazine Editing. (Kerbel 2012)
Engagement of customers with Tata Cliq Luxury’s app and website through its editorials has helped nurture long term relationships with its hedonic patrons through higher perceived usability by the means of building relatable narratives on pop-culture, people, and everyday life. The shoppable curations ease down the filtering process to satisfy the utilitarian shopper. As an e-CRM (Electronic Customer Relationship Management) tool the value of these editorials to Tata Cliq Luxury surpasses the selling goals of the sales model and adds to brand equity that serves the primary objectives of both customer acquisition and customer retention.
Vij however does note that : “there are some instances where we do see direct sales take place through long form writing and editorial stories that we do.”
“Editorials in general have a lot of traffic driving capacity, pair that with mega e-commerce websites and the results should be quite productive,” says Shreya Shrivastava, founder of Ayerhs Magazine. “This would act as a reminder to their existing customers and establish them as a knowledgeable and thoughtful platform. This also helps acquire new customers indirectly, customers simply searching for something can end up on the retailer's shopping app.”
Deeming the editorials fit of a “hygiene process” tag, Rodgers says: “I just think they need to create sort of brand awareness and recognition without it being blatantly you know like a call for shop this or buy this. I think this is why they’re hiring ex editors of magazines like Nonita Kalara is ex Elle and Harpers.”
“Collecting data to improve the value of content to consumers is also a user interface improvement exercise” says Rana.
Cultural Context
Indian Buying patterns alter the definition of “luxury” within the Indian e-tail space.
“Everything fits a culture and only then you can sell it,” says Rana. Still within its reception stage, cultural context provisions are cardinal to Tata Cliq Luxury’s overall success in fashion e-tailing.
“Since the economy opened up and foreign brands came over in the 2000’s earlier, many luxury houses carried dead stalk clothes from America and Europe because clothes were never sold in India,” he points out. In his view, this was because Indian’s already had access to a wide range of craft cluster textiles and surface texturing.
“We also think about accessories differently. Jewellery is accessories for us,” he points out, focusing on the importance of heirloom jewellery, precious metals and gemstones within Indian masses. It can be viewed as the Indian version of “investment shopping.”
Lastly, “working with leather has a caste component attached to it” in Indian cultures and thus “advancements in leather constructions never happened as rapidly in India.”
Rana sums up the ideal Indian luxury spender: “I’ll wear my woven saree with the finest heirloom jewellery but I will carry a Chanel bag with it.”
Considering these cultural connotations during content curation can lend The Luxe Life a more relatable voice, creating a stronger sense of intimacy for a higher value laden relationship.
CONCLUSION
Pure Click retailers are online only retailers that do not have a physical store presence. Fashion brands retailing as pure click have no other point of contact with consumers, so without a doubt website environment cues like ‘hybrid editorials’ of digital in-house retailer magazines matter. Quoting Ahuja and Medury, 2010: “They rely on text and visuals as identifiers that reflect the brand’s identity, values and premise which helps create a brand community. These can be a deliverable statement, draw on experience or appeal to emotions, but it must be credible and achievable.”
Net-A-Porter has seen documented success in the use of these ‘hybrid editorials’ but can their model stand strong in India – Yes to an extent but not without adaptation to Indian markets. “There is a great attraction in trying to fit something that is happening into a framework that we know, and we understand, and we enjoy,” says Rana. While, it may be an easy link to make the “reality of retail in India is very very layered,” he adds and to sustain Tata Cliq must adapt.
On the surface Tata Cliq’s editorial content, like the content on any other website serves the purpose of Search Engine Optimization as they’re tagged with keywords. Additionally the images are individually tagged with descriptive ‘alt tags’. Through keyword searches in engines like google, content allows for organic higher ranking. Of key importance here is the functionality of these pages as engaging landing pages. Several studies have observed that roving visitors to the Homepage from a search result has the highest bounce rates, as this is the least conversion friendly page.
However the case study by Clare Harris in her book: The Fundamentals of Digital Fashion Marketing attributes the success of Net-A-Porter to its “unique combination of content and commerce.” The website was designed in the style of a glossy and glamorous bookstall title however Tata Cliq Luxury’s website fails at mimicking the polished appearance of Net-A-Porter’s home page which gives customers a direct ‘click’ to read a link for the Porter Magazine.
The Luxe Life however is not directly accessible on the host website. A customer needs to scroll through the top row of buttons under the header to gain access. Additionally, their Senior Fashion Writer Drishti Vij also pointed out that the unavailability of all editorial content on the website is yet another “technical issue” they need to solve.
The most promising pillar of Tata’s e-tail model seems to be its attempt at carving a niche through behavioural segmentation of Tata Cliq and Tata Cliq Luxury through price point sensitivity. Tata Cliq Luxury’s website offers increased perceived usability by further segmenting its offerings into Luxe – for global luxury brands and Indi Luxe – for Indian luxury brands. This has efficiently separated Tata Cliq Luxury from mass retail counterparts like Myntra where no “smart, educated, straight thinking person would go” for deep content according to Rana
What may give a jump to Tata Cliq’s numbers is customer segmentation to focus their editorial efforts for driving sales towards an audience who shares an overlap of values with Tata Cliq Luxury’s Pursuit of being thought leaders in the Indian Luxury pace. What may prove redeeming for Tata at this point is the psychographic segmentation evaluating antecedents like customer attitudes towards brand, products, and services to establish underlying hedonic motives such as convenience, leisure, prestige, or perceived usability. This can help target a high engagement customer who finds value in the external website environmental cues like The Luxe Life.
Of greater importance, in transactional terms outwith sales, is the knowledge capital created through consumer engagement with website environmental cues like The Luxe Life. This capital can be mined to extract explicit information on customer aspiration which is leveraged by Tata Cliq Luxury as a decision support system for interstitial marketing strategy formulation through other microblogging portals (social media) which has a proven success rate in influencing purchase decisions.
The Luxe Life can be looked at as an organisational asset that builds up awareness, reputation, and perception about the brand values and “personality.” In Kapferer’s words from – The New Strategic Brand Management:
“Brands have financial value because they have created assets in the minds and hearts of customers.” These assets translate into brand equity. (Kerbel, 2012)
Thus, in today’s time promotional copy is nowhere close to enough for enhanced customer interaction with e-tailer websites. Success may only come when a company tells stories and builds narratives that are totally unrelated to the product it sells but resonates with the company’s audience. This occasional disconnect between the sales model and the content produced drives true need for careful planning of content type and dialogue that should be developed in the editorial sections of e-tailer websites and the editorial outreach that is conducted by a company.
“A compelling magazine will win readers and draw them back time and again. They will enjoy the magazine, value it, trust it and want to spend time with it” says John Morrish in the first edition of his book Magazine Editing. (Kerbel 2012)
The research heavy, high quality editorials, written by experienced journalists work towards building retailer credibility in the minds and hearts of customers. “This brings a bit more heft to the content that we’re doing,” says Vij. “A lot of experienced journalists are a part of our team and even if we’re like outsourcing a lot of writers who are writing for the NY Times, for Vogue, for Paper Magazine they’re also writing for Tata Cliq Luxury.”
Tata Cliq Luxury incorporates weekly feedback in the form of intel from analytics that observe consumer behaviour patterns with the website’s environmental cues to foster a sense of intimacy. Vij further explains: “We see that longer headlines are doing better” in a digital space or “adding more clickbait-y headlines, and by that I don’t mean lying or doing very trashy or tacky things.” On the grounds of analytics suggestions on the performance of stories they “try to rework the content.”
The instagram handle dedicated to The Luxe Life can help build a stronger sense of intimacy and community through the comments feature enabling dialogue. This channel for direct communication with the magazine separate from the Tata Cliq Luxury Website eliminates the motivated scepticism towards retailer publishing and lets the content shine through. This adds to brand equity as it serves the objective of better marketing by higher reach at lower costs. It is also crucial to note that the narrative aids Tata Cliq Luxury in improving the selling context so elimination of bias can be highly persuasive.
Luxury fashion e-tail in India is still in its nascent stages and has not reached the acceptance rates of the west. It is in fact a market that emerged significantly out of the pandemic. The lack of prior data means a year ahead of “trial and errors till they find a formal that works individually for them,” says Malik.
Strongly grounded on a high quality balance of research heavy yet shoppable ‘hybrid editorials’ and backed by effective consumer data enabled by IT, the strongest challenge facing Tata Cliq Luxury’s editorial efforts for the Indian market is Fashion Readership as Vij admits growth in numbers is slow and erratic.
Rodgers points out that: “Digital publications with depth in content will always do well. A vice will always do well. Swaddle really picked up their game during the pandemic because more people got into reading and they had an academic take on things…So digitally available high quality editorials have found a growing pandemic and post pandemic market. Tata is trying to package content as a glossy editorial to improve user experience and add value.”
So while there may be scope for The Luxe Life “to become a content brand in itself,” says Malik, there are no numbers to back this and the loss of objectivity as a retailer always remains as a bias in the minds of conventional fashion readers. In conclusion, Tata’s research heavy take on Net-A-Porter’s ‘hybrid editorials’ model in India may see success at a much slower rate than its western counterpart.
“The role changed when fashion, instead of being a monologue became a conversation. And that’s never going to stop” said Suzy Menkes, Vogue International Editor (2010)
Strongly grounded on high quality consumer data enable by IT, the strongest challenge facing Tata Cliq Luxury’s editorial efforts for the Indian market
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