We aim to be India's very own ‘Missguided’ and ‘Pretty Little Thing’: Nayanna Sahgal
In an exclusive conversation with Nayanna Sahgal, Brand Owner, Lola’s sheds light on the growth strategy of the brand.BY Shipra Srivastava | December 18, 2017 | comments ( 0 ) |
How did the brand Lola's get started? What was the inspiration behind launching the brand?
I got introduced to the fashion world through my father as he is a garment exporter. Growing up in a fashion environment always inspired me to open my own label. While working with my father, I realized the disparity in the sizing for women’s wear in India as well as the vacuum that exists for different body types as a result of which I decided I would bring fashionable clothing for women of all size profiles.
What is your assessment about Indian fashion market? How do you think this market has grown over the years?
Well, being in the garment export & manufacturing sector for over 30 years things have definitely change in the last decade since I have been working with my dad the past couple of years the e-commerce has grown infinitely with no end to it. Specially the women’s wear sector has grown immensely and has a lot of potential to grow.
What kind of distribution the brand Lola's has in online as well as offline space? What would be the strategies to scale up the distribution?
Lola’s orders are mostly through Instagram as of now and a lot of people are excited that we are coming with a website by Christmas. We have no offline indulgence as of now as we don’t have stand alone stores. We are planning to partner with multi designer stores and indulge in premier Bottoms (Velvet) Rs. 3590/- Bottoms (Hammered or Sandwash satin) Rs.3290/-
Do you see premium brands such as H&M, Zara as your competition? What USP you have over these brands?
I do not see them as competitors because our brand works on a different ideology as well as different fabrics that are not so common in the brands mentioned above. The brand believes in providing fashion to women of all size profiles and that is why we offer customizations for a woman of every body shape. Some of the fabrics we use are : Velvet and Satin (different varieties).Our fabrics are imported and we do not compromise on quality. We provide our customers with color’s and style’s for every occasion. So I believe our brands USP would definitely be the fabrics we use for our clothes as well as the brand values of providing fashion to women of all sizes and shapes.
How do you procure the raw material? What are the challenges in procuring raw material?
We have our own manufacturing unit; we manufacture the garment in Kapashera New Delhi, India. The manufacturing unit has about 150 tailors. We promote the tag line as said by Mr.Narendra Modi “Make in India, for the growth of India” for promoting jobs in India! The only challenge we are facing right now is import export duties & taxes as we are procuring our raw material from outside of India. Which makes it all the more expensive but we are still making the price points accessible to the masses!
At last, kindly highlight your growth plans??
Long term plan for Lola's is to make the brand India’s Number.1 Fashion e-commerce website for all girls and women. To make Lola’s a fashion solution for every need as well as customize solution for all. We are also planning to partner with multi designer stores and indulging in premier exhibitions to increase our offline presence.