Retail & Consumer Markets in Fashion: E-commerce, Mobile Retail & Concept Stores

Gaurav Mandal
Jul 20, 2025
3 min read

Fashion is no longer just about the product—it’s about the platform. As consumer expectations evolve, brands must rethink how and where they engage shoppers. This post dives into the major formats of retail—brick & mortar, e-commerce, mobile commerce, and concept stores—with 10 real case studies from India and beyond.

Understanding Retail & Consumer Markets in Fashion

Retail is the final touchpoint between a brand and its buyer. The Indian fashion retail market is expected to reach ₹7.5 lakh crore by 2025, driven by:

Urbanization and rising incomes
D2C brand growth
Increasing smartphone penetration
Lifestyle-focused youth consumers

To win, brands must master both traditional and digital retail channels.

1. E-Commerce in Fashion

E-commerce enables brands to reach national and international audiences through platforms like:

Marketplaces (Myntra, Amazon, Ajio, Nykaa Fashion)
Brand-owned websites (e.g., snitch.co.in, houseofmasaba.com)
Social commerce (via Instagram, WhatsApp, Facebook)

Key Features:

Search-driven discovery
High competition on price
Return & review dependency

Case Study 1: Bunaai

Model: 100% D2C via website & Instagram
Strength: Affordable ethnicwear with rapid drops
Insight: Built ₹50 Cr+ revenue by creating urgency & simplicity
Lesson: Good storytelling > Large collections

Case Study 2: Suta

Model: Handloom saris via e-commerce & community storytelling
Success: ₹80 Cr brand using YouTube and Instagram for sari education
Lesson: Empowering narrative leads to loyal consumers

Case Study 3: Snitch

Model: Menswear brand via Shopify & email marketing
Success: Over ₹100 Cr in just 3 years
Lesson: High-frequency newness + targeted D2C ads = fast growth

2. Mobile Retail (m-commerce)

Today, 80% of e-commerce traffic in India comes from mobile devices.

Mobile Commerce Features:

App-first or mobile-optimized websites
Tap-to-buy experience
Push notifications & personalization

Case Study 4: Nykaa Fashion App

Model: App-led premium fashion marketplace
Success: 2 million+ monthly active users
Tools: Wishlist, influencers, AI styling
Lesson: UI/UX matters as much as catalog size

Case Study 5: Meesho

Model: Mobile-first social selling for Tier 2-3
Success: ₹1000+ Cr GMV; huge unbranded ethnicwear sales
Lesson: Mobile + regional + reseller = scale

3. Concept Stores

Concept stores are immersive, experiential retail spaces that blend fashion, lifestyle, art, and storytelling.

Concept Store Features:

Curated merchandising
Limited, exclusive drops
Cross-category experience (clothing + fragrance + café)
Community events and personalization

Case Study 6: Ogaan, New Delhi

Model: Curated multi-designer luxury space
Strength: Discovery-based shopping, styling support
Lesson: Visual merchandising = silent salesman

Case Study 7: Nicobar, Mumbai

Model: Fashion + home + travel lifestyle concept
USP: Every store reflects a mood (e.g., tropical, mountain)
Lesson: Design-led retail builds strong recall

Case Study 8: Le Mill, Mumbai

Model: Global luxury + Indian labels in concept setting
Audience: Fashion-forward HNIs
Lesson: Niche stores can influence beyond volume

Case Study 9: Obataimu, Mumbai

Model: Zero-waste tailoring + design studio + showroom
USP: Garments made live in-store
Lesson: Concept retail can express brand values in 3D

Case Study 10: The Summer House, Bengaluru

Model: Sustainable fashion + modern interiors
Experience: Slow fashion display, natural lighting, education boards
Lesson: Store = immersive brand experience

Final Thoughts: Blend the Best of All Worlds

The future of fashion retail is phygital—blending the personal touch of physical stores with the data-driven convenience of online platforms.

Channel	Strength	Ideal For
E-Commerce	Scale, low cost, convenience	D2C brands, test markets, global reach
Mobile Retail	Fast, hyper-personal, instant access	Tier 2–3 audiences, social selling
Concept Stores	Experience, brand storytelling	Premium positioning, loyal community

“Retail is no longer about shelves—it's about stories, screens, and sentiment.”