We are not only seeking and stopping at Yuvi fans but also make it a preferred fashion choice: Shazmeen Kara
In an exclusive conversation with Shazmeen Kara, CEO, YouWeCan sheds light on the growth strategy of the brand.BY Shipra Srivastava | August 29, 2017 | comments ( 0 ) |
Kindly shed light on YWC fashion’s exclusive offline foray?
YWC launched its stand-alone store in Varanasi. Physical stores give a holistic approach to the brand and it is important to have both online and offline presence. Even though the Indian market is evolving towards e commerce, many consumersremains old school and prefer to ‘touch, feel and try’ their products before buying. Athleisure as a vertical is getting popular in tier 2 cities and given we are a home grown brand, we are keen to further expand our offline presence in such locations alongside key metros.
How many stores of YWC fashion we will see in current financial year?
We are already available in over a hundred touch points via shop in shop at multi brand outlets. Our flagship stand alone store in addition to this gives our offline strategy a new dimension. In the coming year we plan to have additional stand along stores as well as expand our distribution efforts to encompass additional new cities.
Since the brand is backed by renowned Cricketer, how his legacy has been intacted with the brand?
The USP of the brand is ‘Live DareInspire’; it is the essential story of cricketerYuvrajSingh’s life. The brand philosophy is deeply rooted in his own personal journey to fight against all odds and never give up. Additionally, YWC has a direct social connection, with sales from the brand contributing to Yuvi’s foundation for cancer survivors – YouWeCan. All this makes YWC an aspirational socially rooted brand where people are not just buying into a product but also into a way of thinking and participating in the social cause of raising cancer awareness.
Kindly highlight the current distribution of your brand in online and offline(MBOs) space?
We have a healthy mix of online and offline sales. Via our manufacturing and distribution partner, Suditi Industries we have brand presence in over 100 stores in key metros and tier two cities. We also have our own stand alone retail store in Varanasi. Both of these models are going to be expanded further this financial year. We also drive a lot of our sales via our online partners – Myntra and Jabong as well as our own website www.ywcfashion.com.
What is the size of your maiden store? How many SKUs has been placed in this store? What is SKU spilt between men and women?
The store is spread across an area of 1350 sq. ft., located at the JHV Mall, mall road, Varanasi Cantt. The location speaks of an ultra-modern appeal juxtaposed against the cultural capital of India.The adult collection comprises 70% men and 30% women.Also, this Autumn/Winter season we will be introducing a kid’s collection.
What kind of categories will be retailed via YWC fashion? Does the brand cater to men and women both?
We are a fashion brand with a focus on men, women and children. Our new collection this season will be seeing additional SKUs in the womens and kids range. We have additionally just launched caps on Myntra.com which will be available across various selling points by the end of this month. We are also looking at expanding our accessories range and new designs in our designer gold collection as well.
What is your starting and exiting price point?
We have a wide range of pricing between our base line as well as the designer range. TheGold collection ranges from INR 3,000/- to INR 30,000/-while the Basic line ranges from INR 699/- to INR 4,999/-.
After Varanasi, where the brand is planning to open its next store? What kind of locations (malls vs highstreets) the brand is targeting for further expansion?
The idea is primarily to open a balance of stores in tier 2 and metro cities. After Varanasi,we would be opening our next store in Delhi or Chandigarh. In between we would also be focusing in opening stores across various tier 2 cities as well. It would be mix of malls and highstreets.
At last, mention the growth plans of the brand?
We have had a fantastic year 1 for YWC. It is very encouraging to see the sales numbers so healthy in such a short span of time. The brand is beyond the product and that is what millennials want to buy into these days. They want to buy into a cause, a concept, a story they can relate to and Yuvraj Singh’s vision for the brand comes through for us in terms of being relatable and having a long term vision to make the foundation sustainable as well. We look forward to expanding our footprint and reach via new touchpoints as well as new products in our collections season after season. We also want the brand to retain its strong ethos of design and quality where we are not only seeking and stopping at Yuvi fans but also make it a preferred fashion choice.