While watching a Bollywood song, my sister exclaimed, “Mamma, I want a suite like that.” My mom smiled and said, “They are very expensive and designed especially for the shootings.”
Wearing their favourite Bollywood icons’ dresses have been the dream of celebrities’ fans for long. But a major chunk of those fans are not able to do this as these dresses are very costly.
‘Secret Dresser’ is a startup which may now help fans fulfil their dreams. Founded by 25 years old Dimple Mirchandani, it is a unique platform where luxurious dresses are being offered at an affordable prices with up to 80 per cent discount.
The portal has been launched with the concept of providing pre-owned luxurious items, everything from extravagant watches, bags, shoes, jackets to Indian designer wear at discounted prices. This portal has high-end luxurious, new or one time used brands like Prada, Dolce & Gabbana, Gucci, Armani, Chanel, Louis Vuitton, Karen Millen, Ted baker along with hand-picked dresses from Indian designer like Sabhyasachi, Anjalee Arjun Kapoor and Manish Malhotra.
“Along with being a form of expression, fashion has always been a way for people to showcase their own unique style and enhance their self-confidence. So, I initiate this platform to make available all that there is, for those who desire the high end luxury but cannot pay the high price. The main objective however is to increase rotation of our resources that will be fruitful not only for the society but for the planet as a whole,” said Dimple.
‘Secret Dresser’ is extending its presence all over India and has recently added an advanced feature to its portal that will allow people to book an exclusive slot for viewing the products in person and have a typical shopping experience.
There are a lot of fashion portals offering latest and brand new outfits. On asked, how the idea of selling one time used dresses of celebrities came and what is the inspiration behind it, Dimple added, “The Idea sure comes from my own collection, the exquisite Indian outfits that sometimes took months to be made by the best Indian designers, barely worn once with utmost care and some never worn lay hanging in the closet, you gotta do something about them right? So what’s better than sharing?”
‘Secret Dresser’ will soon launch its Smartphone app to provide ease of shopping. The app only strategy as adopted by Myntra has not yield into a profitable step. So, how ‘Secret Dresser’ is planning to go ahead in the segment?
Commenting on the app based shopping strategy, Dimple added, “In my opinion, when it comes to fashion people are most likely to want to touch and feel before making the purchase, however with new added features online – like 360 degree view and high quality images, customers are becoming comfortable with the idea of online purchase. In the past few years e-commerce has majorly taken over the market all over the world, and I believe it is here to stay. As for app-only strategy, yes it is a convenient shopping method but definitely not enough as of now. However, you never know what hits the market next.”
Dimple said that Secret Dresser is a global platform and they are tapping small towns via social media marketing.
So, being in fashion space where consumers like to touch and feel the product before making the purchase, is it planning to open Brick-Mortar shops?
“All thanks to technology, we are no more limited to a room, city and country. As of now, we do not plan to have a typical Brick-Mortar shop. However to facilitate a typical shopping experience ,we do offer a private viewing where in a customer can book a time slot and come over to see the product before buying. This option is available only in New Delhi as of now,” said Dimple.
Now, it will be important to see how ‘Secret Dresser’ will fare with its unique appeal in this very competitive e-commerce segment, where a lot of fashion portals are striving to make their presence felt.