Fashion e-tailer Yepme has announced its plan to expand into Europe. The company has launched uk.yepme.com to service customers across UK. The brand footprint is also being extended beyond its own web store across Europe through presence across large online marketplaces in the UK, Germany, Italy, France, and Spain.
More than 2,000 products have gone live on uk.yepme.com. The campaigns, showcasing European fashion, have been shot in global fashion capitals namely London, Paris, and Los Angeles. The core proposition is about being “Unreasonably Fashionable”. The proposition is driven by the fast fashion supply chain of Yepme that delivers in the Mind to Market cycle of 30 days.
Europe offers a huge opportunity for Yepme as countries like UK have online sales that are close to 17 per cent (as a percentage of the total retail market). This is even higher than US where online market contribution to total retail market is around 14 per cent. As per emarketer.com, in 2016, UK online market size was USD 110 billion. This is much bigger than the Indian online market size of USD 24 billion in 2016. The Yepme European expansion plan is led by its 100 per cent subsidiary in the UK.
Yepme will build on its core strengths of in-house technology to deliver single view of the customer and resources, low-cost fast fashion supply chain, experience of building high brand salience in social media (6 million+ fans on Facebook). The brand uses a variety of online tools to get insight into the latest trends on fashion across Europe. The teams in India and UK will work closely to deliver on the core proposition of being “Unreasonably Fashionable” at value pricing.
Co-Founders Vivek Gaur and Sandeep Sharma have personally worked out the nitty-gritty of the launch.
Gaur, while speaking on the subject, echoed that it’s a great leap for an Indian brand to make an entry into the highly competitive fashion market in Europe.
As per Sharma, the expansion into Europe was a logical next step after achieving profitability in India. In his view, the three robust pillars of Technology, Fast Fashion Supply Chain, and Brand will help Yepme gain market share in the highly competitive European fashion market.
Yepme’s global media partner, Havas Media, headquartered in Paris, continues to drive the brand forward with its digital-at-the-core philosophy. Anita Nayyar, CEO, Havas Media Group, India and South Asia, commented on the expansion saying, “It is a matter of pride for any agency to see their clients grow. We’ve been associated with Yepme for more than three years now and are very excited for them. We look forward to taking the brand to newer heights through our Meaningful Brands global framework.”
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