How Apparel Brand Veirdo is Planning to go Omnichannel

Veirdo – an apparel brand - began its journey in 2016, to carve a niche for itself in the e-commerce domain. Starting out as a team with vast experience in the IT segment, the brand aimed to create an unforgettable digital space that is synonymous with fashion. 

“Encouraged by positive indicators such as increasing smartphone penetration and a vast virtual customer base, Veirdo was driven by the spirit of entrepreneurship. Even though we faced heavy competition in the highly dynamic space, we have been able to make a name for ourselves as one of the e-commerce retail leaders in the country in just five years, growing by leaps and bounds with approximately 25,000 orders per month. With bold experimentation and a keen eye for the latest fast fashion, Veirdo has been making waves with 25x higher sales since its inception in 2016,” states Dhaval Ahir, Co-founder, Veirdo.

The focus of the brand is on bringing forth the most trendy and affordable fashion to the youth of today. 

“When we began with men’s t-shirts, we were able to sense the fashion needs of the masses. With all our major teams working in complete alignment, we are achieving good success in our sales and operations because we focus on quality procurement and efficient production timelines. For the retail market, we feel creativity and an innate sense of fashion trends is a must to build a brand and all our strategic decisions are taken keeping the same in mind. Reaching out to where the consumers are with what they need is a huge priority. We have incorporated this corporate philosophy into both our bestselling brands, Veirdo for menswear and Juneberry for women as we continue to grow our footprint every year,” Ahir asserts.

“We are constantly expanding our offerings to cater to our growing customer base. We are planning to enter into the kidswear domain by 2022. Veirdo takes pride in being a young and dynamic brand that caters to a growing set of age groups that ranges from 16-45 years,” he adds.

Betting Big on Online 

Veirdo takes pride in being a very tech-savvy and youth-centric brand. Since its inception, the brand had very good backing from e-commerce and marketplace understanding of the business. This has been of immense help as it was able to adapt and update the digital trends on its website. Its digital strategy involves extensive collaboration with some of the best macro and micro Instagram influences in the business. 

“Being a leading online apparel brand, we take it as our priority to create memorable experiences for customers. We strive to build out-of-the-box initiatives to capture the imagination of our customers. As an e-commerce success story, we are heavily invested in our social media platforms and that is reflected in our marketing strategy that involves collaboration with influencers who represent youthfulness and bring freshness to build our brand in the fashion and lifestyle segment. Veirdo has always innovated to be an agile futuristic brand, and we definitely have plans to go Omnichannel in the future,” he says. 

Technology: The Game-changer

In the last 5 years, the brand has serviced as many as 2.5 million customers and of these, about 60 percent are repeat customers who order every 2 to 3 months. 

“One reason for this is the solid supply chain and robust technological implementation that ensures that customers are satisfied and timely deliveries are executed. As an online brand, we have a large digital footprint along with state-of-the-art facilities to execute all our deliveries,” says Ahir.
 
We are leveraging on our innovative management and lucrative offerings that have been producing steady year-on-year growth since we broken-even in 2018. With e-commerce on a growth trajectory, we have expanded steadily from manufacturing 1,000 pieces of apparel a month to now clocking over one lakh units in the same time frame. We keenly follow the demands of the masses and as a result, we’ve witnessed a 20x growth since the first year of our operations,” he adds.

By 2023, the brand aims to increase its customer base by 2x and achieve a turnover of Rs 150 crore. This will also cater to 700 to 800 jobs being created in the process. 

Future Plans

In 2020, even with the restriction and limitations of the lockdown, Veirdo clocked sales worth Rs 12 lakh. During this period, the turnover of the brand was approx Rs 34 crore. 

“We are currently looking to raise our first round of external capital from strategic investors, who have experience in fashion retail. To further expand Veirdo. We are currently spending on marketing and brand building, and are also engaging with macro and micro-influencers,” he concludes.