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A report by Boston Consulting Group says that between 55 and 60 million consumers are currently buying fashion products online, with the market becoming bigger. Male fashion buying is expected to give an extra fillip to this growth. According to Kabir Mehra, co-founder of Herringbone & Sui — a brand that creates made-to-measure suits and Indian formal wear — with more men likely to shop online as opposed to in brick and mortar shops, there was an increase in portals introducing menswear to engage with this growing clientele. “As a trend men are more likely to shop on occasions, as opposed to indulging in the activity as leisure. They are also shoppers of habit and tend to research thoroughly on any expenditure they make when it comes to luxury ensembles. Given this, the online landscape has drastically changed,” Mehra told IANS. Another trend in India is women tend to shop for their partners or male family members and find it a task to get them to come out and shop, hence they end up finding the e-retail platform convenient. “They can simply share link of what they think is a good purchase and all the men need to do is check this on their phones, thereby making the process quicker,” added Samarth Hegde the other co-founder of Herringbone & Sui. Arun Sirdeshmukh, Head of Amazon Fashion says that they had witnessed an almost 100 per cent growth in menswear category from 2015 to 2017 and that’s why they were tapping the market with new innovations and developments.
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However, she is open to the idea. Model wearing Martine Jarlgaard's alpaca jumper from blockchain-powered pilot via the ‘Fragile; a State of Emergency’ capsule pre-SS18 collection. Photo: Marco van Rijt “Technology will change the fashion industry whether it embraces this or not,” Jalgaard said. “I think the creative element will also transform.” Traditional retail businesses are struggling as online shopping continues to surge. And in the American fashion capital, New York City, ConsenSys alumni Rebecca Migirov is launching the world’s first blockchain-savvy lingerie brand Kala . “We’re making ethical, sustainable garments for all genders, sizes and skin tones,” Migirov told IBT. “Our ethos from day one is about being as transparent as possible.” The new line of Kala intimate apparel will launch in March 2018, with pre-orders starting in January. Migirov is working to find the right supply chain solutions for her small business. She said one of the ways to improve working conditions for larger brands is to get workers involved with logging information on the blockchain from the factory floor with companies such as the startup Chronicled .
For the original version including any supplementary images or video, visit http://www.ibtimes.com/women-are-using-blockchain-tech-make-sustainable-fashion-2624213
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