In an interview with Mr. Sanjeev Rao, the CEO of Being Human Clothing, he shared with us valuable insights about the very well-known clothing brand, Being Human and what they aim to establish with their clothing line.
Digital is where the future is. Where does Being Human stand on digitization?
As a fashion brand, we have to keep abreast of technology. Also, our audience of GenZ and Millennials are very tech-savvy. We have made use of technology in the following ways
- Process of exploring virtual trial rooms because we believe the next phase of digital transformation will be led up to Virtual Reality (VR) and Augmented Reality (AR).
- We have implemented technology-led innovations to enhance customer experience, such as a single view of customers.
- Implemented user-friendly website and easy E-commerce with payment gateways.
- We use social media for influencer marketing and peer group marketing. We track our consumer complaints on social media via ORM.
- We use programmatic ads to place the right creative, to the right audience, on the right device at the right time
- We use the concept of segmentation to personalize target segments based on recency of shopping, frequency of shopping, range of items bought, etc.
How would you describe Being Human Clothing?
At Being Human, we understand that fashion encompasses more than just physical appearance. It is a way to express the inner self. Our main goal is supported by the Brand values of Love, Care, Share, Hope, Help, and Joy.
Our goal is to firmly establish the brand as a leader in casual wear. With over 550+ retail touch points in India, Nepal, and Bangladesh, and plans to expand to other countries Canada and UAE, we offer a wide range of clothing options, for both men and women. Our clothing is made with comfortable and breathable materials and designed with a unique street and casual wear aesthetic. Our style is characterized by simplicity, comfort, and a blend of classic and modern elements.
Sustainability is the buzzword in businesses currently. How is your brand in sync with this trend?
We believe sustainability should be part of any corporate organization. Being Human Clothing has a strong commitment to achieving sustainable high growth while also making a positive impact on the world. As a fashion brand, we place a strong emphasis on quality and craftsmanship.
For us, sustainability has a double purpose, both in terms of making environmentally responsible choices and promoting education and healthcare. Being Human offers some of its profit post tax to philanthropic causes that promote child education and healthcare for the underprivileged.
The pandemic had hit businesses hard. How did you manage to pull through? Where is the growth trajectory headed currently?
COVID made us realize our vulnerabilities. It has ignited a sense of altruism and fostered greater social responsibility within the community. Consequently, individuals and companies have developed a greater sense of social awareness.
The rate of adoption of digital technologies has accelerated due to the pandemic. Customers now expect digital solutions to be available at every touch point, whether it be during the awareness, purchasing, or returning process. As a result, brands are compelled to adopt a “digital first” approach, which involves evaluating, implementing, and integrating digital solutions.
Organizations are looking to digitize all aspects of business, leading to increased efficiencies and better customer experience.
Some of the key learnings are:
- We live in a ‘Volatility, Uncertainty, Complexity, and Ambiguity’, which makes it imperative for corporations to be ‘lean and agile’ in approach.
- Organizations have learned to work on an ‘asset light’ business model, flatter organizational structures, and leaner inventory, etc.
- We have also learned to be more agile through increased partnerships with best-in-class service providers like 3PL Partners, Technology Vendors, Marketing Agencies etc.
Where are you headed?
In 2023, we aspire to lead our brand from being a purposeful brand to a socially conscious brand. As every product of ours helps shape a life through education or helps save a life through healthcare, we also want to imbibe social consciousness in the very DNA of our product and stakeholders.
Going forward, Bharat is going to play a key role in India’s growth. We will do ‘Tier specific strategies’ to service these markets.
- For metro and Tier I cities, we plan to serve them via our EBOs and LFS stores.
- For Tier II and III cities, we are following the distribution route
- For other regions, we are taking the e-commerce route.
- We will be working on building omni channel and digital capabilities at a rapid pace
- To enhance the in-store experience, we have introduced Mobile POS which helps with faster checkout and makes the process seamless.
- Options like “Click and Collect”, and “place order in store and get it delivered at home” are introduced to make the shopping experience better.
- We are looking to strengthen our accessories line, and introduce footwear and personal care for men’s and women’s range and Being Human for boys.
