What is the new face of futuristic fashion? The trend predicts an adaptation to sustainability and stylish comfort. Dollar products have today gone beyond the boundaries of the country and the lucrative export market beckons. Having consolidated its position in the Gulf countries the company is now aggressively looking at the rest of the world with collections that promise to redefine evolution. It is the vitality of the brand that will make the decisive difference and brands have to evolve so as to suit changing tastes, times and tempos. Discussions have begun with the country’s leading fashion designers who promise to take the brand to new heights. Dollar Industries Ltd., is today ready to fashion a new tomorrow for the innerwear market.
Reviewing the website, This business artfully uses a red shade on the main home page to bring attention to the logo and an even darker shade of red points of interest on the page. This site also uses hints of a darker black background and a white background in the product category. Bright red shades are definitely attention-grabbing as well as up-to-the minute colours. And when these come together in a combination, they can give a very clean appearance of professionalism and modernity. Grey, black and white text brings enough contrast into the page so that everything is legible and not too harsh to read.
Some businesses desist from using a lot of black for their website, but it seems this brand has effectively used white and red to bring a dash of colour while still retaining a dark tone. The logo contrasts perfectly due to the bold, large letters like the white background with red text on the centre and yellow contrast design.
However, if you are a designer and believe that any image would work on the website, think again. For, you are designing a website for extremely discerning and mature internet users who can easily spot a common stock image and get easily put off by low-quality and irrelevant pictures. A bad choice of an image can completely ruin the website as it impacts the UX and UI negatively, which in turn affects the conversion ratio of the website as well as its credibility. At the dollarshoppe web store, large to medium size images in square containers have been used to draw in customers to the products.
As soon as you log onto the website the landing page focuses on the contextual use of large images rather than text, to make its point. Product visibility is gratifying. You can filter our choices and shop for the product you want directly by limiting the choices on the page by selecting price, colour, occasion, brand, fabric, categories, pattern, style, and size. Once you have selected a product you can either add the product directly to the cart, quick shop or add to compare. Once you have added the product to your cart on the left bottom page a pink tab appears showcasing the amount of products added to the cart. There is a tab on the right corner of the bottom page where you can checkout. You will be given two options to checkout as a guest or register. A standard shipping address form needs to be filled out and your purchase is made.
A list of product categories is also featured on the website. Special deals and new arrivals are featured too, which are good to coax the common web surfers to buy. The following categories on the top menu are—Home, About Us, Men, Women, and Brands.
Brands: Bigboss, Force GoWear, Ultra, and Missy. Products for Men: Force GoWear, Ultra, Vest, Brief, Trunk, Bermuda, Capree, COLLECTIONS, Track Pant, T-Shirt, Gym Vest, and Thermal wear.
Products for Women: collections – Racer Back Tees, Ankle Length, Capri, Crew Neck Tees, Lounge Pant, V Neck Tees, Relaxed Trouser, Relaxed Capri, collections, Leggings Curidar, Winter Leggings, Camisole, Bikni, Cycling Shorts, Knit Shorts, and Printed Pajama.
In conversation with Vinod Kumar Gupta, Executive Managing Director, Dollar Industries Limited.
How did you come up with the idea for selling innerwear online?
V.G: The online channel has paved its way for the customers to shop anywhere in the world with wide varieties, within a click. As life has now become too busy, people always prefer to order things while sitting at home, which saves a lot of time. Customers can get the product at their door-step with easy to return and refund facilities. Selling innerwear online is difficult; people usually prefer to buy products from the brick-and-mortar outlets.
How much time did it take to build the platform? What is the size of your team currently?
V.G: We have launched our e-commerce retailing section three years ago.
Could you describe your brand’s aesthetic and website design?
V.G: Dollar Bigboss utilises imagery of the contemporary catch phrase, ‘Fit hai Boss’, which encourages each and everyone to be fit and passionate. The idea is to create a brand connect with the youth and position Dollar as a versatile platform in the hosiery sector that has something to offer to everyone. Whereas, the women’s segment, Dollar Missy, represents today’s elegant and vivacious woman who takes on the world, beaming with confidence.
Dollar has successfully created a brand reputation as one of the primary choices for the hosiery sector.
Dollar e-commerce website: www.dollarshoppe.in and www.shopnxt.in are designed as per the convenience of the customer and have a trendy look. We keep updating our site with updated trends.
What is the demography of your buyers?
V.G: Most of our online buyers are from Tier I and Tier II cities.
What is the size of the market that you are looking at capturing?
V.G: We are planning to capture every fashion related e-tail site where all our products will be available along with our own e-commerce site.
How has the response been since the website’s inception? What challenges do you face while marketing products online?
V.G: We have increased our presence in e-commerce and among online retailers in the country. Two per cent of our total sales come from our e-retailing department. It actually depends upon the type of products consumers are purchasing. Yes, the purchasing of products from traditional market is continuing since years but with the evolution of recent online trends, the knitwear sector is getting satisfying response from online buyers. However, in case of the innerwear segment, people usually prefer to buy products from the brick-and-mortar outlets. They are more comfortable in examining the product quality and size, physically in this segment.
How do you address fit issues when it comes to online shopping?
V.G: For every product, an appropriate size chart has been given so that customers won’t face any fittings problem.
What are the difficulties you face when your products are returned?
V.G: We have an organised system; if any products are returned, we provide better products to that customer or else return the money.
Which marketplaces or online platforms do you sell on? Which do you prefer best and why? Does the return policy play a part in your choice of the platform?
V.G: Apart from www.dollarshoppe.in and www.shopnxt.in, which are our own e-commerce platforms, products of Dollar and Force NXT are available on shopclues, amazon, flipkart, snapdeal, myntra, ebay, voonik, one97, cloudtail, and limeroad.