Let's Get Phygital?

New Delhi, July 18 There is a new buzzword in fashion retail and it is going to change the way we shop. Although the word 'phygital' has been around for a few seasons, it captures the zeitgeist of the pandemic more aptly now than ever before.

Phygital is all about marrying the convenience and distancing of digital platforms with the tactile environment of physical spaces.

The start of any union requires some adjustments, experimentation and a little friction before it becomes a solid alliance where both parties know how to balance their roles. As fashion brands play around with new concepts to understand how to make the marriage a success, it's the consumer who can be left feeling confused.

According to a report by India's RedSeer Consulting in 2019, the fashion market was growing at a compound annual growth rate

( With inputs from IANS )