How Big Hello is Transforming India’s Plus-Size Fashion Market

• How do you define your fashion brand, Big Hello?

The Indian plus-size fashion market is changing, and brands are having to adjust to meet the changing psychographic demands of their customers.  Through inclusive sizing, fashionable designs, and a satisfying shopping experience, brands can focus on exceeding customer expectations and grow brand loyalty among plus-size consumers. A psychographic needs-based fashion brand, like Big Hello, differs from regular or conventional fashion brands in that it places equal emphasis on the psychological and emotional aspects of consumers, as well as their demographic characteristics like age and income. The target audience's interests, values, lifestyles and preferences are thoroughly understood and are a major factor in creating a successful psychographic needs-based brand.

Through investigating consumer motivations on a personal level, brands like Big Hello establish a deeper connection with their clients, which in turn encourages increased brand satisfaction and loyalty.

• How quickly can a new design or style be introduced and made available for purchase in retail stores?

Using a combination of streamlined procedures and strategic planning, retail stores can quickly stock up on new designs or styles. At a corporate level, brands can cut down on the amount of time it takes to go from concept to production-ready designby streamlining the design and development process, utilizing technology, and reducing iterations.

Prioritizing production requires close collaboration with manufacturers and suppliers; local sourcing can further reduce lead times.  Retailers can improve decision-making and optimize operations by adopting technology, including automation and data analytics.

• Three strategies that you feel are most important to abide by, in order to survive in this business.

We have to understand that it's important to prioritize comfort over style. Modern customers seek out apparel that not only fits well but also gives them a stylish, self-assured look. This is mainly for plus-size shoppers, who have always had trouble finding stylish yet comfortable options.

Long-lasting relationships with customers can only be established by creating a culture of service excellence. This involves providing effortless, shopping experiences to customers both in-person and online. Retailers should use personalized customer service, making sure that employees are taught to respond to customers' particular needs and preferences.

Through a customer-first approach, brands may promote an atmosphere that allows consumers to confidently accept their unique occasions and experiences while feeling supported throughout their shopping journey.

• What is your target audience?

Big Hello serves the traditionally underserved plus-size fashion market in India. People looking for fashionable, well-fitting clothing options are our target market. Our goal is to give customers of all sizes and shapes the confidence and style they deserve. Finding styles that fit well and accentuate their bodies is a challenge for many customers.

• How do you distinguish your brand from the competitors?

Our persistent commitment to inclusivity and body positivity is what makes Big Hello unique. We think that style knows no bounds and we celebrate diversity. Our brand's philosophy is to give people the confidence to own their individual beauty and to embrace who they are. Our designs include activewear, work, casual, and special event apparel, so our customers can discover fashionable styles for all parts of their lives.

• Five top performing cities for your brand.

Bengaluru, Chennai, Hyderabad, Vijayawada, Indore

• How has the apparel industry evolved over the years and how do you think it will shape up in the future?

Apparel industry's rise has democratized style by making the newest styles available to more people. Going forward, I believe the industry will continue to evolve in the direction of personalization and digitalization. Brands that prioritize these areas will be well-positioned for success in the future. With technology offering increased efficiency and innovation, digitalization will be the foundation for many of these developments. For design, development, and manufacturing, brands will invest in digital technologies.

Sales channels like social networking and e-commerce will become even more significant. Making better decisions will be facilitated by data analytics. Processes will become more efficient and economical through automation. Future fashion will be data-driven, tech-enabled, and customer-focused. People’s sense of comfort will always evolve as a priority. The upcoming changes will only let customers celebrate their life in full glory.

• As part of CSR, how is the brand giving it back to the environment / society?

Our brand has a strong commitment to contributing to society and the environment. By planning events like "Refresh Your Wardrobe", where customers may offer their used clothing, we prioritize sustainability. The clothing is collected and then thoughtfully donated to old age homes, orphanages, and other charitable organizations. We hope to improve our community and raise awareness of social responsibility and the environment at the same time by cultivating a culture of giving and sustainability.

• How has franchising brought about a change in the business scenario?

The retail industry has completely changed as a result of franchising, which allows companies to enter new areas and quickly grow their consumer base. Through franchisee partnerships, businesses may take use of local networks, resources, and skills to develop a strong presence across a variety of locations. Additionally, franchising has brought about a more cooperative, win-win corporate model. The franchisees offer their entrepreneurial energy and market knowledge, while franchisors supply the infrastructure, support, and brand identification. The industry has become more innovative and adaptive as a result of this mutually beneficial collaboration.

• How do you ensure there is ongoing communication between the head office and its franchise partners?

We put in place a thorough franchise program that involves in-depth training and organized onboarding. Weekly, monthly, quarterly, half-yearly, and annual performance decks are used in this program to share performance metrics on a regular basis and ensure that all partners are in sync with short- and long-term objectives. In order to encourage franchisees, we also offer regular marketing updates and rewards.

We also host competitions among our channel partners to create a spirit of competition. Through the setting up of these channels of communication and support, we create a supportive atmosphere that motivates franchisees to actively participate and grow within the franchise network.

• How has technology contributed to franchise management and administration?

In the apparel sector, technology has drastically changed franchise management and administration, allowing businesses to function more effectively, keep their networks consistent, and improve communication. This enables franchisees to decide on marketing tactics and stock management with knowledge, guaranteeing that they are successfully satisfying customer expectations. In order to maintain appropriate inventory without overstocking or stockouts, inventory management systems also automate reordering, manage supplier relationships, and track stock levels.

All of these tasks are streamlined by technology.  Digital training tools are also necessary for acclimating new franchisees and their employees. Franchisees may learn at their own pace with these platforms' extensive training courses, which are accessible at any time. This guarantees that all staff members are prepared to respect brand standards. In the end, this technology-driven strategy leads to better success in the cutthroat apparel sector by improving franchise operations' efficiency and promoting a culture of constant improvement and market adoption.

• How do you envision the franchising scenario five years from now?

As franchisors substantially engage in digital tools and platforms to streamline operations, improve communication, and stimulate innovation, a big trend that will emerge is an increased focus on technology. This change in technology will help franchises run more smoothly and maintain their competitiveness in a world that is becoming more and more digital. Customization and personalization will also gain prominence as franchisors use data and modern technology to provide specialized goods and services that fit to the particular requirements of regional markets. With this strategy, franchises will be able to stand out in competitive markets and establish stronger relationships with their clientele.

Furthermore, a crucial path for growth will be the entry into emerging markets, especially those in Asia and Africa. Franchisers will try to reach these new customer bases as the middle class grows quickly in these areas, introducing their brands to undiscovered markets. Finally, there's a chance that the franchising industry may see more mergers and acquisitions as well as strategic alliances.

• Brand's expansion plans for FY25.

As India's first destination for plus-size fashion, Big Hello is strategically expanding its presence in the market. By FY 2025–2026, we plan to close 88 locations as part of a plan to simplify operations and concentrate on the expanding plus-size apparel market. Big Hello is dedicated to redefining fashion standards in India by offering clothing that fits perfectly to the different shapes and sizes of plus-sized audiences.

• Quick facts:
  • Total brand outlets- 16
  • Total company owned outlets- 9
  • Total franchise outlets- 7