Brand Objective

G3+ Fashion, based in Surat, Gujarat, has long endeavored to reduce the divide between traditional Indian ethnic fashion and modern retail. The brand's main goal has been to create a seamless experience for domestic and international customers alike, in order to provide quality, authenticity, and convenience. G3+ Fashion aims to once again redefine how consumers engage with ethnic clothing by combining new digital technologies with its rich heritage. 

Strategic Approach

With the consumer shift to digital in mind, G3+ Fashion introduced the G3+ Video Shopping service. This large-scale virtual shopping was open to all customers around the globe. The service provided customers the ability to virtually browse and shop at the physical store at their convenience. Customers made connections with the brand as they shopped via FaceTime, Google Duo, and WhatsApp. However, G3+ Fashion did not stop at developing its digital capabilities; it also added to its physical presence by developing its flagship store into a 40,000 sq. ft., six-story retail store that features ethnic and western apparel for men, women, and children. Ultimately, G3+ Fashion's unique combination of bricks and mortar shopping experiences and online shopping capabilities provided its customers with a holistic shopping experience.

Media Coverage

G3+ Fashion's innovative methods of engagement have attracted substantial media attention. In 2025, the brand was written about in ET Brand Equity, India Retailer, Hindustan Times, and News18. These media articles highlighted the essence of G3+ Fashion's perfect balance of traditional retail and digital innovation. Coverage acknowledged the brand's commitment to customer-driven solutions and flexibility as a business as retail continues to change rapidly. The widespread use of social media was another focus, particularly on YouTube, where the channel has over 178,000 subscribers. Topics the brand shares via social media include styling advice, product showcases, and fashion advice. Because of these contributions G3+ Fashion is perceived as a thought leader in the ethnic fashion market. 

Impact on Media

The company's efforts have also inspired positive media coverage beyond just social media. Over 100 journalists engaged with G3+ Fashion's offerings in a range of capacities, leading to features and coverage in various media platforms. These uses of the media helped establish G3+ Fashion as a leader in the industry for fusing traditional fashion retail and modern technology solutions.

Media Stories:

1.https://www.hindustantimes.com/lifestyle/fashion/desi-outfits-too-sweaty-for-office-this-summer-7-ethnic-styling-tips-to-save-your-day-and-ootd-101747908633722.html

2.https://www.etvbharat.com/en/!lifestyle/summer-fashion-style-and-what-to-wear-at-wedding-enn25041001506

3.https://www.news18.com/lifestyle/the-rise-of-fusion-wear-how-to-blend-ethnic-and-western-styles-for-a-unique-look-9275032.html

4.https://brandequity.economictimes.indiatimes.com/news/marketing/fresh-pricing-exclusive-drops-influencer-collabs-among-key-strategies-this-summer-for-clothing-players/119110264

5.https://theprint.in/economy/fresh-pricing-exclusive-drops-influencer-collabs-among-key-strategies-this-summer-for-clothing-players/2549906/

Growth and Impact 

G3+ Fashion's innovative approaches have resulted in measurable growth. The brand's online platform has over 10,000 products for various customers around the globe. It was one of the major drivers for the Video Shopping service offered to customers in several countries. The customers were delighted! Digital transformation in a way that preserves ethnic fashion is a unique value proposition for G3+ Fashion — a true delicacy from the black forest!