In the dynamic world of fashion and retail, Westside has emerged as a trailblazer, celebrating 25 years of style evolution, confident consumer engagement, and beauty innovation. Westside's journey from a retail brand to a cultural hub reflects its adaptability, innovation, and commitment to fostering confidence and individuality. In a candid conversation with Shailina, COO, Trent Ltd and Umashan Naidoo, Head of Customer & Beauty, Westside, we delve into the brand's journey, the challenges faced, and its fashion forward vision for the future.

Confidence Redefined: A Shopper's Metamorphosis

As we step into the conversation, the spotlight is on the changing landscape of consumerization over the past two years. Confidence takes center stage, with consumers becoming more discerning, informed, and assertive about their preferences. Westside has successfully aligned with this shift, offering sharp prices, fresh fashion every week, and contemporary spaces that resonate with the evolving mindset of the Indian consumer.

“The lingerie segment, once a shy purchase, witnessed a transformation as women embraced their choices openly. The launch of a swimwear range reflects Westside's commitment to aligning with the evolving needs and desires of its customers. As global trends become more accessible through platforms like Instagram, Westside's strategy is to stay ahead, continuously providing what the consumers want,” elaborated Shailina. “Our prices are sharp, our fashion is fresh. Beautiful stores, contemporary spaces, nice visual merchandising. I think we've done a lot and the consumers are recognizing that. It's all coming together quite nicely for Westside.”

Umashan added that with the fashion becoming democratic, because it was in your hand (smartphones), consumers want it at their fingertips. “At Westside, you get bombarded with ever-changing styles. We choose to edit, and every four weeks there's something new at the right price,” he said.

Navigating the Beauty Market

Addressing the intense competition in the beauty market, Westside has adopted a strategic approach. By focusing on democratizing beauty and making it accessible, the brand has ventured into private labels with Studio West, Misbu and Zudio. This decision to create their own private labels has proven successful, with consumers responding positively to the unique and exciting offerings.

“The emphasis is not on altering one's appearance but on enhancing natural features and promoting cleaner, hydrating products. The beauty journey has been a significant milestone for Westside, aligning with the brand's commitment to innovation and uniqueness,” emphasized Umashan.

Milestones of Innovation

Reflecting on Westside's 25-year journey, pivotal milestones emerge. “The decision to become an exclusively own-branded portfolio marked a turning point, providing the brand with the autonomy to create, innovate, and connect directly with the Indian public. Post-COVID, a renewed focus on leading with fashion further solidified Westside's commitment to staying fresh and relevant,” said Shailina.

The introduction of size inclusivity, much ahead of industry trends, and the brand's foray into beauty with Studio West are highlighted as critical milestones. The emphasis on recognizing the diverse cohorts in the Indian market and strategically positioning the brand has been instrumental in Westside's success. “Women are also becoming more confident about their bodies and they are loving, embracing the curves, the shapes, and the straightness, whatever it is. And hopefully we can provide opportunities for those consumers by curating and editing inclusive fashion styles,” Umashan added.

Engaging with the younger millennials and Gen Z requires a nuanced strategy. With the omnipresence of social media and smartphones, fashion has become democratic, and Westside leverages this by collaborating with young influencers and creators. The brand's commitment to inclusivity is evident in its size-inclusive offerings, making fashion accessible to everyone.

Creating content that resonates with the youth, organizing fashion shows, and collaborating with young talent for campaigns have been part of Westside's approach. The brand stands as a safe and welcoming space for individuals to explore and celebrate their unique styles and bodies.

Creating Memorable Experiences

Westside goes beyond transactional retail, creating memorable experiences for its customers. From taking over stores for fashion shows to organizing music-led events, Sunday concerts, and collaborations with artists, the brand prioritizes community engagement. Yoga and Zumba sessions, as well as cultural events in iconic parks, showcase Westside's commitment to holistic well-being.

The brand's involvement in cultural festivals and unique projections on heritage buildings adds a layer of unexpectedness to the retail experience. The message is clear: Westside is not just a place to shop; it's a community that celebrates art, culture, and well-being.

Challenges and Triumphs

The 25-year journey has not been without challenges. Decisions to invest in iconic stores and grow in areas with nascent organized retail were significant hurdles. However, the confidence to step into these spaces and the strategic approach to creating a distinctive retail experience paid off in the long run. The constant challenge of stocking large stores with beautiful merchandise at the right price remains a daily task. Westside's commitment to reinventing itself, being bold with decisions, and staying ahead of market trends has been key to its sustained success.

The growing omnichannel approach is acknowledged as a strategic move to provide a 360-degree experience to consumers. As online shopping gains trust and popularity in India, Westside is gearing up to embrace this shift fully. Future plans include expanding further in the north and northeast regions, recognizing untapped potential in these areas.

The brand aims to continue its commitment to innovation, freshness, and unexpected surprises. Well-being, especially in the men's grooming segment, is identified as an upcoming area of focus. Westside envisions expanding its product lines, ensuring its offerings are safe, stylish, and cater to a diverse consumer base.