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By Safna Malik
Aviraté, an international renowned fashion brand of the Timex and Fergasam Group (T&FG), launched declared their retail brands had acquired ‘Garments without Guilt’certification on 16 May at the T&FG head office.
T&FG,who are pioneers of manufacturing and exporting women’s apparel, are the first retail brand to carry a ‘Garments without Guilt’ tag, which was initiated by the Joint Apparel Association Forum (JAAF) to promote the need for positive and ethical working conditions in textile factories,guaranteeing workers the right to freedom of association,requiring that workers receive all legally required pay and benefits,ensuring that workplaces are safe with a specific requirement for the management of these issues and Responsible Environmental Practices to educate the global fashion community with positive steps to uplift labour force conditions in Sri Lanka.
Aviraté started its own retail business with the largest flagship retail stores in Sri Lanka and 16 sales points through department stores in India.
Speaking at a news conference, T&FG CEO Asim Younoos said T&FG sale products to Europe and the UAE withtheir ‘Garments without Guilt’ tag were highly requested by international customers. Since then T&FG focused on carrying the labels in Sri Lanka. The company is also in close discussion with Germany to export their products with private labels.
“With the ‘Garments without Guilt’ tag we will be able to inform our customers that Aviraté’ garments are not only of good quality but most importantly manufactured in factories that are both labor friendly and eco-friendly,” he added.
Aviraté’s official website introduced a 24-hour open virtual walkthrough which allows customers to view the store in 3D which gives an experience of walking through the flagship store using any device to purchase items online.
3D Virtual Store of Aviraté Flagship Store
Followed by a 3D virtual store, Aviraté will be launching the first ever ‘Virtual Mirror’ in Sri Lanka - a high-tech ‘mirror’ on 8 June which allows customers to try onin-store garments with one touch. The software scans the customer to view clothes which suit them and filter according to preferred style and size.
Younoos assured the scanned data of the high-tech mirror will be secured and it will be used for onetime use for customer convenience.
He stated: “Most of the e-commerce websites and apps do not offers options such as credit card pin numbers for online payment system for purchases which is not secured and purchased products cannot be exchanged or returned. We are concerned about customer convenience so we introducedthe ‘Cash on delivery’ concept which enables consumers to purchase products online and buy the product at the time of delivery.”
Virtual Mirror at the Aviraté Flagship Store
Aviraté was the only retail brand in Sri Lanka which offers benefits for loyalty cards such as four loyalty points for every Rs. 100 which will gradually increase up to six points with the next purchase, winning a title of being a ‘Diva’ customer and invitations for exclusive events at Aviraté as ‘VIP’ customers and special gift packs to name a few.
Pix by Sameera Wijesinghe
