With custom made clothing in huge demand these days, the textile and apparel company,Arvind Ltd., seeks to increase the turnover of his company to Rs.100 crore by expanding its retail outlet Creyate, in over 15 cities in India.
Over the next three years, it seeks to grow its offerings on the Internet, where increasingly a large population of shoppers in India have been logging on to buy goods online.
Creyate stores work as a mediator for consumers who can walk in, touch and feel the fabrics, pick designs and customize their outfitsâ€”primarily business suits, shirts and trousersâ€”before ordering them online. The stores are equipped with desktops that allow consumers to mix and match colours, designs and silhouettes before finally placing the order. The end product takes 10-12 days to deliver
The executive director of the company , Kulin Lalbhai,says that in the e-commerce space, they are very bullish about omni-channel retail, that is, the digital and the physical world will over time come together. We are big believers in omni-channel retail as a result of which we want to own and control digital relationship between our customers
He channels the companyâ€™s foray in to e-commerce and omni-channel retail formats. Omni-channel retail refers to retailers integrating their brick and mortar stores to their websites. Consumers can order online and collect their wares at the store or have orders delivered at home.
Arvind Internet will also extend its omni-channel retail model into international markets such as the US, UK, Japan and Germnay. Arvind already has a presence in some of these markets through its textile exports business. However, Lalbhai did not specify the brandâ€™s mode of entry into these markets. Arvind currently retails 30 brands in the country across 1,200 stores.
With Creyate, Arvindâ€™s attempt is to make customization of outfits more mass market. The chief executive of the firm believes that with digital we can bring such a concept in fashion to the masses as there is a mega-trend across the globe right now of mass-customization. Currently, Creyate has three stores in the country, in Delhi, Ahmedabad and Bangalore.
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