“One of the biggest problems for designers is discovery. Even if they create something amazing, how do they reach their customers? And where do they enter into retail? There is a strong demand for high-end products around the country, but availability of these products is limited to Delhi and Mumbai, which is where online retail can step in to fill a gap,” said Pearl Uppal, CEO, Fashion and You.
The need for an online brand is to provide unique value that cannot be met by traditional retail, whether by providing this access, or through unique content which is not otherwise available. In the second vein, Fashion and You has announced a tie up with Lakme Fashion Week and will be hosting a number of unique deals based on the fashion week on their website.
Uppal said, “We will have two unique sales – the first is called Launch My Line, which gives up and coming designers a platform to sell their designs to people without having to come up with marketing and logistics solutions, and the other is the LFW Prêt Line, which will also be available exclusively from our website, which will sell the prêt collections of established designers.”
For companies like Fashion and You, which have to interface with customers on the one side and with brands on the other, tie-ups like the LFW are beneficial on both kinds of interactions. Uppal said, “By having a strong presence at events like the fashion week, we build ties with brands and designers. At the same time, we are a business that is driven by retail, so we create special sales and events that will drive purchasing and generate greater revenue.”
She also explained that events tend to create a greater interest in fashion products, and for that reason, Fashion and You was involved in many more shows and collection launches throughout the year. “We are leveraging the Internet as a marketing and distribution platform, and we offer our members a new experience everyday. Part of this has to do with events. An event like Lakme Fashion Week creates a surge in interest, and we create a lot of special content like interviews with designers, live tweets of the fashion shows, and at the same time, also hold special sales like the fresh-off-the-runway sale, and after the fashion week, we do exclusive sales for designers who took part in the fashion week.”
“At the same time, our goal is to grow the fashion industry in India. We can be a better marketing tool if more people are interested, and to help that, we are involved with events round the year. Last year, during the fashion week we did nine events, but then over the next four months, held another 50. With each passing month, our designer sales participation will grow very well,” she added.
Uppal further said, “We sell in over 500 cities, and over 2,000 sales each day. Clearly, the demand for lifestyle products exists outside of Delhi and Bangalore, and e-commerce is the most effective way of reaching out to this audience. It also offers focused marketing, which is particularly important for young designers, who might have great ideas, but don’t know how to market them.”
According to her, “For any online business, success depends on three things – sourcing, marketing, and technology. If you can do these three well, then you have what it takes to be an e-commerce leader.”
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