Apparel Online India Magazine June 1st Issue 2018 | Page 47

DOMESTIC UPDATE
To penetrate the market better, they
also took the route of selling through
different platforms like Jabong, Myntra
and Flipkart. Further, they delved into
shop-in-shop modules. Shivani shares,
“The thought of getting into a shop-
in-shop module was to increase our
reach. It takes any brand at least 2-3
years to reach multiple cities whereas
the shop-in-shop module helped us to
reach quicker and from an investment
point of view, it’s more economical for
the business.”
Two years back, they started their
second brand, Indya, which is a fusion
brand. The thought behind the brand is
to democratie designerwear and high
street. “With Indya, we are providing
designer fusionwear at affordable
prices. It has now become 40-45 per
cent of our business,” avers Shivani.
Indya has made its first foray into
Exclusive Brand Outlets (EBO) with
5 own-stores in Delhi, Chennai and
Bangalore. “When consumers see an
EBO, they consider you a big national
brand. Now as we are growing, our
business EBO’s are helping us to do
just that. From a revenue point of view,
offline business has a greater share
of the revenue and hence it makes
sense for our business to use both the
channels,” Shivani adds.
Believing fast fashion is what will
drive the future, she reasons, “As we
see it, in coming times, it’s not going to
be about whether someone is buying
online or offline, it is going to be about
buying the brands you love. There is
no difference in distribution channels
per se. What the customer sees online,
they want it in the store also; and
what they see in the store, they also
want to buy the same online. Soon
there would be no distinction between
an online and offline presence, it’s
an organic shift from one channel to
another for the businesses.”
About 18 months back, spotting
another gap in the retail industry, the
company launched a plus-size label
called ‘Curve’, where sizes start from
XL to 4XL. “The thrust for ‘Curve’ has
been the non-availability of plus size
garments in women westernwear. We
are giving stylish Westernwear to plus
size women and in 18 months, it has
become 10 per cent of our revenue,”
explains Shivani.
ESSENTIALS
The point with fast
fashion is that it
is cheap; no one
is willing to pay
a lot of money
for fast fashion
as customers
are driven by
use and throw-
away mentality.
We on our part
have been trying
to source more
environmentally-
friendly fabrics
but the mentality
will take a lot of
time to change.
Many global
brands are getting
environment-
conscious but again
for the consumer,
it's coming at a
price point which
they are not yet
willing to pay.
FabAlley catering to the needs of young independent working women
Indya is a fusion brand which democratises designerwear and high street
In past six years, with three brands to
their credit, the company is doubling
its business every year and for
them, the future looks even brighter.
Recently, they have raised Rs. 5 crore
in venture debt from Trifecta Capital
which they are planning to use in
expanding their offline presence
around the country with 25 new stores
of their ethnic brand Indya. “FabAlley
is the online first brand for us with
some offline presence and Indya is an
offline first brand with some online
presence as we are developing an
omnichannel strategy,” said Shivani.
The future also means
deeper penetration into Tier-II and
Tier-III cities, where retail is just
starting to gain momentum. “Right
now our stores are in Metros, but in
coming times we are looking to open
stores for Indya, across the country.
The strategy behind it is simple, to
enter all possible cities and develop
a wider customer base. Since the
brand is new, we are opting for
mid-size stores to see what trends
and designs are we will working
and take it forward from there,”
concludes Shivani.
www.apparelresources.com | JUNE 1-15, 2018 | Apparel Online India
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