In a recent interview with Apparel Resources, Vivek Paliwal, COO of eShakti, a prominent custom apparel brand for women, sheds light on the pivotal role of technology in the growth of the on-demand apparel concept. As the demand for customised products continues to surge, particularly accelerating in last half-a-decade, digital brands like eShakti are leveraging technology to enhance customer experiences, optimise supply chains and drive growth. The interview delves into eShakti’s end-to-end process for on-demand manufacturing, the establishment of a robust supply chain and strategies to manage production capacity during peak demand periods.
AR: eShakti is one of the leading custom apparel brands for women. Can you take us through your end-to-end process of on-demand apparel concept?
Vivek: It all starts with the customer placing an order for a personalised apparel item online. Once the order is in, the customer provides details like style, fabric, colours, size and any specific requests they may have.
Next, a digital pattern is created based on these preferences, guiding the cutting of the fabric to the desired size. Skilled tailors then take over, stitching the pieces together with a keen eye for detail, following any special instructions from the customer. After the sewing is complete, the garment undergoes finishing touches, including quality checks, buttoning, washing and ironing. Each garment is carefully inspected to ensure proper stitching, accurate sizing and overall product quality. Once it passes the quality control check, the garment is securely packaged, along with any other items in the order, in a sturdy corrugated box. The package is then sent out for delivery, ensuring that the customer receives a customised, high-quality garment tailored to their specifications. This streamlined process guarantees customer satisfaction and a smooth end-to-end experience in on-demand manufacturing within the fashion industry.
AR: How has technology played a role in the growth of on-demand apparel concept?
Vivek: This demand has accelerated post-Covid-19 and has spurred the rise of digital brands embracing concepts like on-demand. With an estimated 36 per cent of consumer interest in customised products, the global on-demand market is projected to reach US $ 298 billion by 2027, growing at an 8.2 per cent CAGR.
Digital technology has become a game-changer in boosting this demand within the apparel industry, empowering retail and manufacturing businesses to deliver personalised experiences, optimise supply chains and drive growth. Digital platforms and e-commerce simplify customer engagement, while real-time data tracking optimises supply chains. Data analytics drives personalised experiences, analysing customer preferences. By adopting advanced inventory monitoring systems, manufacturing tracking systems and customer support systems, businesses can enhance visibility, optimise efficiency and deliver exceptional customer experiences.
Dedicated manufacturing partnerships are further assisting eShakti in its endeavours. The brand’s manufacturing partnerships are based on years of collaboration and mutual trust. Regular payouts and consistent engagement foster strong business relationships, resulting in streamlined production processes and minimal disruptions. This reliable network allows eShakti to meet customer demands promptly and maintain smooth operations. |
AR: How do you ensure a robust supply chain with no delays and zero inventory stock?
Vivek: So, here is the secret to ensure a supply chain that’s agile, robust and nimble. Our success largely hinges on maintaining a robust raw material supply chain. We prioritise building strong relationships with trusted suppliers, ensuring reliability in terms of lead times, pricing and stock availability. By purchasing the minimum order quantity (MOQ) initially and closely monitoring daily sales, we can make timely reorders, mitigating the risk of stockouts and missed opportunities. This proactive approach ensures uninterrupted production and swift order fulfilment.
In today’s fast-paced world, timely product delivery is crucial for us to maintain customer satisfaction and stay ahead of the competition. Engaging with our customers is at the heart of eShakti’s business. By keeping them informed about upcoming styles, trends and seeking their valuable input, we gain valuable insights for product launches and pricing decisions. Our customer panel scoring system helps us forecast demand accurately, guiding our production planning and inventory management. This proactive approach minimises delays by aligning supply with customer expectations.
Ensuring an effective zero inventory model has become possible because of our in-house inventory tracking system. With real-time visibility into each style SKU and fabric, we can effectively manage stock levels and ensure the timely availability of materials. This technology empowers us to proactively address any potential shortages or bottlenecks, minimising delays and streamlining our supply chain.
AR: How do you manage production during peak demand periods?
Vivek: In our continuous efforts to enhance control over daily order levels and maintain flexible manufacturing, we have adopted a comprehensive approach. When it comes to eShakti, our robust manufacturing barcode tracking system revolutionises our operations by providing end-to-end visibility and control over the production process. From the pattern stage to the cutting stage to the skilled tailors, we can track each individual order and monitor its progress in real-time. This enables us to expedite urgent customer requests, allocate resources effectively and ensure the timely completion of orders. The integration of technology at every level of manufacturing empowers us to optimise efficiency and meet even the tightest deadlines.
Acknowledging the impact embellishments can have on daily order levels, we closely monitor these specific orders. This vigilant tracking enables us to manage their effect on production capacity efficiently. By proactively allocating resources and adjusting order volumes, we ensure seamless operations and timely delivery. Maintaining a balance between production capacity and order flow is the key focus. Aligning the capacity of our production units with anticipated order volumes, we allow for a 10 per cent plus-minus flexibility. This adaptive approach enables us to navigate fluctuations in demand while maintaining operational smoothness. By adjusting our hours and workforce accordingly, we optimise efficiency and exercise more effective control over daily order levels.
Mantra for brands/retailers to successfully embrace tech-enabled, on-demand concept
To successfully transition to on-demand manufacturing, fashion brands must focus on the four key elements such as know-how, team expertise, technology integration and customer-centric approach. When we say know-how, we mean acquiring in-depth knowledge of on-demand processes and best practices to ensure smooth operations and customer satisfaction. Once know-how is developed, the brand needs to build a skilled team experienced in on-demand manufacturing, including professionals in areas such as inventory management, operations planning and customer engagement. All these areas would require some sort of technology integration and investing in these technologies would ensure effective real-time inventory tracking, order management and production control, enabling efficient operations and minimising delays. Amidst these integrations, the brands must look into prioritising customer engagement to understand their needs, trends and preferences, aligning production with market demand |
AR: What are your initiatives to keep your customers engaged?
Vivek: Putting the customer at the forefront of our operations is a fundamental principle. Actively engaging with our customers, we carefully listen to their needs, preferences and usage patterns. By posing pertinent questions, we gather valuable insights that shape our product launches and overall strategies. This customer-centric approach not only fosters genuine engagement but also aligns our offerings with market demand, resulting in a more controlled daily order flow. The introduction of new styles on a daily basis further strengthens our connection with customers.
Our marketing initiatives are instrumental in regulating daily order levels. Through effective strategies, we create demand and generate interest in our products. Targeted campaigns and promotions influence customer purchasing decisions, allowing us to steer order volumes in line with our production capacity. This proactive approach ensures a steady order flow that corresponds with our production capabilities.