Styling today's woman

Styleever has clubbed a wide variety of lifestyle apparels & accessories under one roof. There are few things that makes this shopping experience different from the rest. Rajiv Mehra, Director, Styleever share the brand's essence and offerings. 

Neha Malhotra (NM): How did you decide to come up with your own brand and what ideation was involved behind your label and e-commerce for fashion apparels?

Rajiv Mehra (RM): Looking at the fast acceptance of online retail and increasing bandwidth allocation across the country as a medium for purchase of fashion and lifestyle products by the Indian internet users prompted us to foray with this new brand called styleever. 

NM: Describe your online portal’s profile?

RM: Styleever.com sells a range of fashion garments, handbags, and jewellery. We are soon planning to add more categories like footwear, cosmetics, and home décor etc.

NM: So far what has been the progress rate of your company and the expectations involved along with it?

RM: We have been able to gather good traction in terms of people visiting the site. The daily visits have touched 1000 within the first six months of launch. The registered user base is also increasing at the rate of nearly 70-100 per day. We are booking orders across categories but apparels are a clear favourite among the visitors. 

NM: What is the product range offered by Styleever.com?  If any, reasons behind the selection of the tie up with other online portals?

RM: We sell the latest in fashion garments. We have exclusive rights on the fresh arrival of Mishka Fashions which is a fast growing western wear brand. We also sell some exclusive range of hand bags and jewellery.  We are sailing boat with brands like La Peches, Timex, Bw!tch, Mishka, Surat Diamonds and many more to offer wide range of premium products. We have created a platform to sell their products looking at a good demand for these brands among our target audience.

 NM: What are the price points of your products and how has it helped the company?        

RM: We believe in giving best quality products to the customers. We have apparels staring from Rs 499 to Rs 1499, accessories starting Rs 299 to Rs 2999, Jewellery starting Rs 299 to Rs 1999 etc. Hence we take care that people can buy products from Styleever and ensure that they get good quality and best priced products.

NM: What audience does your e-commerce brand target?

RM: At Styleever we celebrate womanhood. We cater to females aged 20-45 years who love to stay stylish.       

NM: How has your brand reach been so far? What are the means and techniques used to succeed in reaching the right audience?

RM: We have been adopting organic route for the time being and pulling in maximum users from Google Search and Facebook. The brand is quite popular on the web due to our focus on the search optimisations. We have started campaigning on Facebook with a contest to increase the brand awareness through the viral pull. We are reaching out to our audience through offline PR activities and insertions on some fashion catalogs as well.

 NM: What is the unique selling point of your company? Has it created a niche for you in the market if yes, how?

RM: We are still a startup to really boast about a huge presence. However, our presence with a focus on the niche of women who love to live trendy is definitely making a lot of competitors trying to take a similar stance. 

NM: What kind of evolution has this market witnessed in recent years?

RM: In last few years this market has grown with much higher rate than the traditional market system. As online shopping gives the ease to buy products at effective rates saving time, money and energy of the person, in the coming era of fast moving lives, e-commerce industry sees immense potential.

 NM: What are your future plans and strategies?

RM: We plan to touch a user base of 1 million in the next six months. We also plan to expand our product catalog to about 7000 SKUs soon. We will expand in categories beyond personal styling products to other categories where women are the primary decision makers.