Rahul Dayama, founding partner of Urbanic, shared his insights on their unique fusion of AI, style, and sustainability
The fashion industry keeps changing, with new trends and styles coming each day. However, one thing remains unchanged: the global fashion e-commerce industry continues to grow steadily. Predictions suggest that sales for fashion brands online could exceed $1.2 trillion by 2027, highlighting the ongoing expansion of this sector.
Rahul Dayama highlighted Urbanic as a rising star in the ever-changing world of e-commerce and retail, where innovation meets sustainability. Urbanic’s strategic integration of cutting-edge technology, fashion, and eco-friendly practices is notable. He revealed that the incorporation of AI technology into its customer experience framework is a key aspect.
Dayama emphasised that Urbanic’s success hinges on its strong tech foundation, enhancing customer engagement with personalised recommendation systems. These adaptable models deliver instant suggestions customised to each customer’s tastes, offering pertinent product details, style ideas, and choices. Moreover, Urbanic’s app empowers users to upload product images, triggering AI-guided recommendations for similar items, thereby enhancing the overall shopping journey.
Driving Business Efficiency With AI
Dayama highlighted Urbanic’s AI prowess, which goes beyond customer engagement. This technology equips the brand with insights into design trends, demand forecasting, and streamlined operations, ultimately boosting conversion rates and efficiency.
He said that personalisation is at the core of Urbanic’s strategy. Their AI algorithms analyse customer data and purchase behaviour to offer tailored style advice and product recommendations. This personalised approach has led to a notable uptick in conversion rates, showcasing the effectiveness of customised shopping experiences.
He informed me that Urbanic has invested in generative AI, allowing for the creation of relevant content that enhances the customer journey across their platforms.
Marketing Strategy in India
India sets its sights on a lofty USD 600 billion textile export goal by 2047, and Dayama talked about how Urbanic’s marketing tactics have transformed. From Dayama’s perspective, Urbanic’s five-year tenure in the Indian market has been remarkable. Reflecting on the brand’s achievements, he takes pride in the numerous milestones and impactful contributions made during this time. “Urbanic has successfully positioned itself as a mass premium brand, distinguished by its ethical practices and exceptional customer service,” he added.
Furthermore, he talked about how the brand’s commitment to community-building has been evident, resulting in the cultivation of a loyal and passionate customer base. This strategic approach has played a central role in Urbanic’s marketing efforts, contributing to its continued success and strong presence in the market.
Pillars of Successful Retail Marketing
As the retail landscape evolves, Urbanic recognises the importance of creating captivating customer experiences. Dayama reflected on the pillars of marketing, crafting a unique brand identity through storytelling and visual presentations, distinguishing us from competitors. He strives to provide a seamless experience across various channels, including physical stores, online platforms, social media, and mobile apps, for customer convenience. “Our goal is to develop immersive, interactive experiences that inspire participation and engagement. Leveraging customer data and analytics, we tailor marketing strategies and product offerings to individual preferences. In addition, we cultivate a loyal brand community through influencer collaborations and the promotion of user-generated content,” he added.
Sustainable Practices and Community Engagement
Dayama highlighted Urbanic’s dedication, which goes beyond fashion and technology. The brand actively promotes sustainable practices, driven by a profound sense of responsibility towards both people and the planet. Initiatives like Urbanic Paathshaala exemplify this commitment, as the brand collaborates with organisations like EarthAngels Welfare Foundation to provide education and digital literacy to underprivileged children.
Additionally, Urbanic collaborates with ClothesBoxFoundation to upcycle garments and divert them from landfills, contributing to a more sustainable environment. Urbanic’s efforts also extend to reforestation and ecosystem conservation through partnerships with organisations like Florestas Inteligentes, aimed at combating deforestation and preserving the biodiversity of the Amazon rainforest.
Dayama underscored Urbanic’s ethical ethos, ensuring equitable wages and a secure workplace for every employee, spanning from top-level management to factory staff. Through consistent audits and adherence to SEDEX guidelines, the company upholds legal compliance, fostering a culture of responsibility and integrity.
