TCNS Clothing to open 80 stores end of this year: Aarti Ahuja

Ahuja, Head - Marketing of TCNS Clothing that has brands such as W, Aurelia & Wishful, believes e-commerce will continue to capture incremental demand away from unorganised retail

e4m by Dolly Mahayan
Updated: Apr 15, 2019 8:49 AM
Aarti Ahuja

Contemporary ethnic wear firm TCNS clothing has plans to open 70-80 stores in this fiscal year, and is also aiming to expand the business line in international markets. The company has three brands in its kitty W, Aurelia & Wishful. The journey of W was started in 2001-2002 from its first store in Lajpat Nagar. In the year 2006 Wishful was launched especially for occasion wears.

Aarti Ahuja, Head - Marketing, TCNS Clothing says the brand has seen many changes in the last few years, and among all experiential marketing is a growing trend because it involves the engagement of the product with a consumer. “At TCNS we strongly believe in creating memorable and innovative customer experience thus building loyalty leading to a connection between the customers and the brand. We try and communicate through story telling at various stages of the product life cycle thus connecting with the consumer – right from creation of products via FGD’s to product launches in stores, engaging visual merchandising at shop floor as well as virtual / digital experiences.”

She considers e-commerce industry to be an important contributor for the growth of organised retailing of women’s ethnic apparel. Ahuja spoke to exchange4media about the brands strategy on their expansion plans, e-commerce growth in the retail industry, market shares different brand holds and more.

Edited excerpts:

What strategy the brand has adopted to increase the number of stores in the e-tail era?

Witnessing a fast growth in recent times, online retail is doing really well as compared to physical stores and soon it will impact on fashion and lifestyle retail due to higher standardisation, wider range of offerings and increased discretionary spending. Although brands are exploring the online medium, for us physical stores has another importance altogether. We believe customers still look forward to feel and see the product, and to explore the collection at stores.

How do you see the e-commerce growth in the retail sales industry?

It is expected to emerge as an important contributor for the growth of organised retailing of women’s ethnic apparel. It will act as an enabler for the growth of existing national retail brands and these brands will leverage online retailing. Secondly, e-commerce will continue to capture incremental demand away from unorganised retail. The entire e-commerce industry has revolutionised the retail sector in India and will play a major role in the country's growth story going forward.

Any plans to open new stores. How much of the revenue comes from online business?

We have plans to open about 70-80 exclusive brand outlets in the current fiscal for both W and Aurelia. At present, we have stores in countries such as Nepal, Sri Lanka and Mauritius but we are expanding our international presence through online as well as offline modes. Online currently contributes about 10 per cent of the revenue.

TCNS has multi brands in its kitty. How much market share does each one hold?

All the three brands are growing at a constant pace. W is a premium fusion wear brand, which merges Indian and western sensibilities to cater modern Indian women’s casual and work wear requirements. It has a revenue contribution of around 61 per cent. Aurelia is a contemporary ethnic wear brand targeted at women looking for great design, fit and quality, contributes around 33 per cent in revenue. Lastly, Wishful is our premium occasion wear brand that contributes around 6 per cent overall revenue.

Which are the best performing markets for TCNS in India? Which markets the brand will be focusing on the most?

We have our presence in 500+ exclusive brand outlets. All three brands have managed to create a niche for themselves managing the consumer expectations with brand identity. The brand is well accepted across India with a skew towards North and South regions.

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