E-commerce marketplace ShopClues introduced Meia, its exclusive fashion label, to coincide with its festival season sale ‘Maha Bharat Diwali Sale’ from September 21- 28. The Gurgaon-based company has launched the fashion label in an effort to improve margins in the online fashion category and expects the category to grow three times over the next 12 months. Indian Retailer spoke to Ritika Taneja, Senior Director – Lifestyle, ShopClues, about the newly launched label.
What was the idea behind and reason for launching the fashion wear exclusive label?
Fashion is a strong focus point for ShoClues. There are multiple reasons for launching this exclusive label. Since last year, ShoClues has grown phenomenally – by about 360 percent in terms of revenue and that is one reason why we are being very bullish about this category and about Meia. And given that we are a marketplace, it was essential for us to have a little control in what we can assure our customers about quality, trendy products and about price points as well. Meia helps the brand in having its own fashion story.
Tell us something about the label, Meia.
Meia has been designed as a stylish, in vogue, pocket-friendly brand. It offers three looks to its customers: a) Graphical Canvas Look, b) Glided Converse and Gold Look, and c) Boho Look. The company’s attempt by Meia is to present best of fashion, best of our collection, best of prices and best of quality to the users. ShopClues wants to have its own USP and differentiation in the market through its own exclusive fashion label.
What are the product offerings under Meia and who are the target consumers for the label?
Meia offers a vivid range on products including designer kurtis, chunky jewellery, clutches and fashionable watches, for now and we will be launching more products in future, to cater to the fashion needs of new age, middle class working women in the age group of 18- 35 years, residing in tier-II and III markets. The price range of Meia products starts from Rs.399 and goes on to Rs.999.
Is Meia part of your ‘Maha Bharat Diwali Sale’? How have the responses been to the label and also to the ongoing sale?
Absolutely! Actually, the sale was a major reason ShopClues has launched the label just in time so that customers get to see and experience the products during the sale. What could be a better opportunity? Meia was launched just a day before the sale began and we have been receiving really good response, without any promotions, or ad campaigns. The ‘Maha Bharat Diwali Sale’ has bubbled our orders by two times on the very first day and the excitement is phenomenal.
Are we looking at more such launches in the near future?
Absolutely yes! Next in line, ShopClues is planning to launch its exclusive labels in men’s footwear followed by men’s fashion, electronics and accessories as well. Meia is the second such brand from the company. It had recently launched Home Berry, an exclusive label for home décor.