On the hit of the pandemic, eco-friendly fashion sustains


Brand Enamor was launched in 2001 due to a joint venture between Gokaldas Images Pvt Ltd and Barbara of Paris. Since 2003, Enamor has focussed its efforts on offering its customers a wide range of internationally styled lingerie in innovative designs that provide exceptional comfort and fit. Their collection also includes a range of wardrobe must-haves under the brand name – Essentials, Athleisure, Sportswear, and Shapewear that offers unmatched support. 

With its project ‘Respecting you and the planet,’ the company has taken the initiative to reduce its carbon print, has taken steps towards a sustainable future, and has embarked on an ethical fashion journey. Enamor wishes to offer consumers more than fashion and style. They aspire to create a more sustainable fashion industry that can contribute to the health of the environment we live in. They promote the use of eco-friendly materials. They have introduced sustainable fabrics like organic cotton, Dope Dye, Agion, and SeaCell. Their range of eco-friendly best essential products only require 85% less water consumption, 64% less electricity, 86% less steam, and give out 84% less CO2 emissions.  

According to the company, the pandemic had certainly impacted its offline sales. During the initial stage of lockdown, there was a temporary pause in business both online and offline. They also experienced supply chain disruptions when COVID-19 first hit the global market. Over the last year, people gradually moved to online shopping, thus a significant rise in the number of consumers.

As a result, the company is now strengthening its online space and is focusing on creating a great shopping experience. As an addition as per the current times, the company has widened their range of products. Their new mask primarily focuses on protection, followed by the comfort and aesthetics of the masks. These masks have contributed to nearly 4%-5% of the revenue during its peak demand. 

The companies revenue generation from online channel pre-pandemic was 5%-7%; this massively increased to nearly 25% in May 2021. Enamor has now joined hands with more online channels and is now available at Amazon, Myntra, Flipkart, Nykaa, Nykaa Fashion, Tata Cliq, and Ajio. They believe that a business must always be customer-centricity. They must always ensure that they evolve and change their strategies based on what the customers seek and where they seek it. 

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