MUMBAI: Fashion designer Anita Dongre’s label House of Anita Dongre has appointed VMLY&R India, a full-service global digital marketing agency, to work on the user experience and creative revamp of the website.

In over thirty years as a fashion designer, Anita Dongre offers bespoke bridalwear, couture, pret, menswear and handcrafted jewellery by drawing her inspiration from Rajasthan’s rich heritage. Showcasing Indian aesthetics with a modern sensibility through its different collections, Anita Dongre’s brand is a tribute to India’s handrafted traditions and fashions them into contemporary tales. Recognized for her aesthetic of effortless luxury, Anita Dongre is currently revamping her stores in New York and simultaneously launching her brand’s website. Anita Dongre partnered with VMLY&R India to undertake this new challenge.

As part of the win, VMLY&R has been tasked to revamp the user experience and visual journey on the website for both - a US luxury consumer looking to shop for sustainable contemporary fashion (Grassroot) as well as an Indian consumer looking for rich ethnic wear without alienating one user from the other.

In revamping the user experience and visual journey on the website, VMLY&R India has to bear in mind Anita Dongre’s two main targets. On one hand a US luxury consumer, looking to shop for sustainable contemporary fashion and on the other hand, an Indian consumer on the lookout for rich ethnic wear. The main challenge lies in not alienating one user form the other.

Commenting on the appointment, Udit Bhambri, Country Head, VMLY&R India mentioned  ”VMLY&R has always come up with innovative ways and we are geared to deliver a more desirable user experience and out of the box ideas to revamp the website. It has been a delightful experience by working together towards one goal and that is by giving a better, more personalized user experience.“

Talking about the association, Deepikesh Hira, Head – Ecommerce, Label Anita Dongre said “Here the objective is to nurture our treasure chest of handcrafted traditions by reviving, sustaining and empowering the arts and artisans by ensuring continuous work and creating livelihoods. With our new vision, digital plays a leading role and we have found perfect partners in VMLY&R India to work and deliver a better user experience and revamp the website creatively to give it an innovative touch. “