Apparel Online India Magazine July 2nd Issue 2018 | Page 46

DOMESTIC UPDATE THE LATEST NEWS HAVE YOUR SAY For the latest news on apparel and textile, make sure that you visit https://apparelresources.com/top-news/ Write to Apparel Resources, B-32, South Extension-1, New Delhi (110049), India or email: [email protected] Celebrity-led fashion brand YWC’s plans for small city domination YWC, a home-bred athleisure brand and backed by acclaimed cricketer Yuvraj Singh, has gained notable pan-India traction in a short period of its inception. No doubt, the brand’s initial success can be largely attributed to its association with an influential celebrity; however, YWC is not just about celeb backing and aspirational value, says YWC Founder & CEO Shazmeen Kara. Below is an excerpt from a tête-à-tête by Apparel Online with the woman behind YWC, Shazmeen Kara: How has YWC leveraged on its celebrity factor so far? And, is it enough to sustain a fashion brand in the long term? The entire ideology and ethos of the brand stems from Yuvraj’s DNA linking back to his foundation and is rooted in his personal journey to fight against all odds and never give up. His life’s motto – ‘Live, Dare, Inspire’ – is visible across our key pieces. Additionally, YWC has a direct social connection, with sales from the brand contributing to Yuvraj’s foundation for cancer survivors – YouWeCan. All this makes YWC a desirable yet socially-rooted brand where people are not just buying product but are also into a way of thinking and participating in a social cause. Yuvraj never wanted YWC to be dependent only on him, but wanted it to exist as an independent athleisure brand. The brand started out as an online venture and later expanded offline. Both channels have their own pros and cons. How has this retail strategy played out for YWC? Physical stores give a holistic approach to the brand and it is important to have balance of both for any brand. Even though the Indian market is evolving towards e-commerce, many consumers still prefer to ‘touch, feel and try’ their products before buying. We have received an overwhelming response on the e-shop front since the 2016 launch. Thus, we felt the need to have a physical touch point and Varanasi came across as a unique choice. The city represents a beautiful amalgamation of old and new cultures, hence demands a contemporary fashion brand’s presence, still rooted in Indian culture. YWC launched its standalone store in Varanasi last year and we now look forward to expanding in other cities soon. How many EBOs and SIS do you currently operate? We are already available in over a hundred touch points via shop- in-shops and multi-brand outlets including Central stores pan- India. Additionally, our flagship store gives our offline strategy a new dimension. Our shop-in-shop stores spread across all over India have seen the best response from Bengaluru and Hyderabad. In the coming year, we plan to add more standalone shops as well as to expand our distribution efforts, with a preference to Tier-2 cities owing to a strong demand from there. 46 Apparel Online India | JULY 16-31, 2018 | www.apparelresources.com