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Fashion, Apparel & Accessories

The questions Fashion, Apparel & Accessories brand builders ask, with curated resources on each.

Product pages, photography & copy

How do I build a size chart and fit guide that actually cuts returns for my fashion brand? Indian apparel returns run brutally high on sizing alone because there's no universal standard - an 'M' at one brand can sit 4-6cm off an 'M' at an... Intermediate 3 resources →

EPR & sustainability compliance

Can I call my packaging 'eco-friendly' or 'sustainable' on my product page without getting into trouble? Not casually, ASCI's Green Guidelines (effective February 2024) require any absolute claim like 'eco-friendly', 'sustainable', or 'planet-friendly'... Intermediate 3 resources → Where do I actually source compostable or plastic-free packaging in India without blowing my per-order cost? Brown Living and Mindful are the easiest starting points for small-MOQ compostable and plastic-free packaging in India, cornstarch/sugarcane mailer... Beginner 3 resources →

Launch strategy & drops

What exactly is a 'drop' and should my brand even bother with limited drops? A drop just means releasing a product in a short window or limited quantity on purpose, borrowed from Supreme and streetwear culture, to turn a nor... Beginner 3 resources → What can a small Indian brand actually learn from Supreme and boAt's launch playbooks? Strip away the hype and both brands ran the same core move - a distinct visual identity, a price/positioning gap nobody else served (Supreme's stre... Beginner 4 resources → What's the right cadence for repeat drops - weekly, monthly, or seasonal? Weekly only works if you have Supreme-level production discipline and genuinely new SKUs every time; for most D2C brands, monthly or seasonal drops... Intermediate 3 resources →

Selling on Flipkart & others

Is getting onto Myntra harder than Flipkart? What do I actually need? Yes, meaningfully harder, Myntra reviews every brand manually through partners.myntrainfo.com and rejects most applications, and the single biggest... Intermediate 4 resources →

International D2C (Shopify Markets)

How did an Indian brand like Tilfi Banaras sell direct to 30+ countries from its own store? Tilfi built a genuinely differentiated, story-led product (Banarasi weaves) that doesn't need marketplace discovery, customers actively search it o... Intermediate 3 resources →

Partnerships & collaborations

What do good D2C co-branding campaigns actually look like? The best ones pair a functional brand with a design or cultural brand so the product gets both utility and desirability - boAt's collabs with Marve... Intermediate 3 resources →
eChai Partner Brands