The popular Dhoom Dhaam Trunk Show will go digital this year, will be scheduled next month. This annual trunk show gives a platform to premium and celebrated designers to show their creations. It has received immense success in the past 4 years across the city.
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The Dhoom Dhaam Weddings company is the brainchild of Celebrity Stylist Tanya Ghavri and Bollywood Producer Ashi Dua. The trunk show is an off-shoot of the brand.
What were the challenges in setting up an online show?
Like all other businesses that you do for the first time, anything new has a challenge, which is, both, exciting and unnerving. At the same time, with the uncertainty of 2020, we have had to face more challenges than usual and find the right people to collaborate with, to start the process of foraying into The online world.
How has the response from consumers been?
We still have to wait and watch about that when we go live, but the word around has been positive, which is a great sign.
In the space that you operate in – festive and wedding – how would online experience work?
We want to be able to give our customers a complete shopping experience, which means a large number of options and a really good curation of designers and garments in different sizes. We will also give our customers styling tips on our easy-to-browse interface.
What kind of technology did you have to invest in?
We had to bring on board a very good tech partner, who is creating an online space for us. We have been very lucky to be able to find someone who has the same aesthetic and work values as the Dhoom Dhaam Company.
How difficult was it to convince retail partners to participate?
We have had a glorious relationship for the last 4 years with a lot of designers as they have all done exceedingly well in our offline trunks all this time. So, it was a smooth transition when it came to bringing together a panel of designers for our online trunk show. Some of the labels you can expect to see again this year are Sukriti Akriti, Punit Balana and Saaksha & Kinni.
What is the revenue model of the online trunk show?
We are focused on making sure that every designer participating especially this year gets the best out of the online experience with Dhoom Dhaam and more than anything else that’s our focus in 2020.