The Rise of Brand Studio Lifestyle from E-Commerce Giant to Global Fashion Powerhouse

In the current fashion landscape, Brand Studio Lifestyle has consistently outperformed its competitors and captured the hearts of India’s Gen Z and early millennial consumers. Under the leadership of CEO Shyam Prasad, the company has made remarkable strides, leveraging technology, consumer insights, and an agile supply chain to deliver fashion that resonates with its target audience.

Consumer-Centric Approach

Brand Studio Lifestyle’s impressive growth lies in a deep commitment to understanding and serving its consumers. Shyam Prasad emphasized, “Our strategy is built around the consumer. We have focused on delivering trending fashion using deep research data that alerts us to consumer trend preferences.” This consumer-first approach has been instrumental in driving the company’s success, allowing it to identify and capitalize on emerging trends with unparalleled speed.

The company’s ability to deliver from trend identification to the consumer in 8-12 weeks is a testament to its efficient and agile supply chain. This rapid go-to-market strategy has been a game-changer, enabling Brand Studio Lifestyle to stay ahead of the curve in an industry where trends can change overnight.

A Digital-First Company with Nationwide Reach

Brand Studio Lifestyle began its journey as a digital-first company, a strategic decision that has allowed it to reach over 20,000 pin codes across India. This approach has made the brand accessible to a wide cross-section of fashion-conscious consumers, particularly in Tier II and III cities, contributing over 60 percent of the company’s revenue.

“We started as a digital-first company to be accessible to the widest cross-section of fashion-aspiring customers across India,” said Prasad. The company’s focus on digital channels has paid off, with e-commerce contributing a staggering 95 percent of its current business. As the company embarks on its offline expansion, it aims to balance this with a robust presence in physical stores, targeting 100 stand-alone stores by the end of the fiscal year.

Diverse Portfolio

The company manages a diverse portfolio of brands, each with its own unique identity and target audience. This includes popular names like Highlander, Tokyo Talkies, Vishudh, Locomotive, and Ketch, each catering to different segments of the Gen Z and early millennial market.

Prasad elaborated, “As a house of brands focused on Gen Z, all our brands cater to the daily fashion needs of the customer. However, each brand has a distinctive identity, serving different product categories and gender segments.” This strategy ensures that while the brands contribute to the overall growth of the company, they maintain their unique identities, avoiding any overlap in their target markets.

Innovation and Technology

The company relies heavily on data-driven insights to inform its decisions, from trend identification to supply chain management. “Data is at the bedrock of our business model,” said Prasad. This reliance on technology extends to every aspect of the business, including order management, marketing, and customer engagement.

The company’s “test, try, and scale” model is a perfect example of how it leverages data to optimize its product offerings. By launching small quantities of a wide assortment of products, Brand Studio Lifestyle can quickly identify the best-performing items and scale them accordingly. This approach minimizes risk and ensures that the company can meet consumer demand with the right products at the right time.

Seamless Integration of Online and Offline Channels

As Brand Studio Lifestyle ventures into offline retail, it is keenly focused on creating a seamless shopping experience that integrates both online and offline channels. Although the company’s offline journey is still in its early stages, with the first store launched just six months ago, it is already working towards building a strong omnichannel integration.

“Our goal is to provide a seamless, unified, and wholesome shopping experience for our target customers,” explained Prasad. The company is currently examining industry best practices and adding its unique understanding of customers and retail to build an efficient omnichannel process. This integration will be crucial as the company scales its offline presence and aims to create a unified brand experience across all touchpoints.

New Categories and Global Ambitions

With a portfolio that already spans over 20 categories and subcategories in men’s and women’s wear, Brand Studio Lifestyle shows no signs of slowing down. The company plans to expand into adjacent categories, including sportswear, plus sizes, and accessories, catering to the evolving needs of its target audience.

In addition to strengthening its existing brands, the company is open to exploring new opportunities through acquisitions or launching new brands if it identifies market gaps that its current portfolio cannot fill. However, Prasad is clear that the focus for now is on scaling the existing portfolio, which he believes still has significant growth potential.

Marketing Strategies for the New-Age Consumer

Brand Studio Lifestyle’s marketing strategies are finely tuned to the needs of today’s digitally native consumers. With a strong focus on social media and digital platforms, the company has successfully built a community of engaged and loyal customers. “Our strategy has seen a mix of content, mega influencers, and micro & nano influencers that drive awareness, engagement, and sales,” noted Prasad.

The company’s marketing approach has evolved to keep pace with changing consumer expectations, shifting from traditional transactional advertising to more organic and authentic two-way conversations with its audience. This has allowed Brand Studio Lifestyle to build a strong brand presence that resonates with its target consumers.

The Future

“Our aim is to become India’s largest house of intelligent fashion brands with the widest reach through all modes and models of distribution,” said Prasad. The company plans to leverage its scale, robust supply chain, and synergies across multiple channels to achieve this goal. With a strong focus on global expansion, both online and offline, Brand Studio Lifestyle is poised to make its mark on the international stage.