Established in 2016, trueBrowns, is an everyday wear brand that specializes in tailoring ensembles for fashion-conscious women, celebrating a contrast of classic elegance and contemporary styling by creating ensembles that reflect a unique combination of tradition, style, vibrant energy, and grace, while being sustainable. It was launched by Udita Bansal in 2016.
The brand was launched to fill the gap for go-to brands for urban ethnic wear. While launching the brand, Bansal was clear that she does not want to introduce either pure ethnic or pure Western wear brand. She envisioned it to be a global brand.
As many ethnic wear brands were dominating the offline space, she thought of introducing a size-inclusive online brand. The brand which has always aimed to celebrate the motto of modern femininity and the idea of a self-sufficient woman has repeatedly brought to the forefront easy-to-do and style outfits, along with a wide size range of 2XS to 6XL with free-of-cost customization available.
It was bootstrapped until it became a part of GOAT Brand Labs in March of this year.
Omnichannel: The Way Ahead
The brand is bet big on D2C as it was an upcoming market at the time of its launch.
“As young consumers were more inclined towards online shopping and we wanted to build a young brand, we opted for the D2C channel. Today, we are on a journey where we look at the omnichannel presence of the brand. We will be introducing our shop-in-shop stores in Tier-I cities soon. At present, around 70 percent of our consumer base is from Tier-I cities,” she stated.
“Before starting with our own EBOs, we will start with SIS to know how offline is working for us and it will also help us realign our strategies for offline retail,” she further explained.
The online-first brand is currently building a lot of consumer-focused content where it is reaching out to its consumers through category influencers as they have a huge reach.
“A lot of content that we are putting out across is actually there for a regular consumer. We educate our consumers by putting out content like how one can style one kurta in different ways resonating with the brand ideology that it is a versatile outfit. This particular marketing strategy has worked well for us as the consumer has started trusting us with what we are doing as a product,” she asserted.
“Apart from this, we have recently launched a celebrity campaign with Chitrangda Singh, who is not only helming the hat of the co-creator but also the face of this festive edit,” she further added.
As a brand, trueBrowns has not utilized social commerce to the extent it can be utilized. It is still uncharted territory for the brand as it is just involved in sending out basic social media communication.
“This is something that we will be exploring as we strengthen ourselves,” she said.
The brand has automated the entire consumer journey. The brand also provides customization options to consumers, and that is also automated.
“So, whatever data the consumer feeds in terms of sizes, etc is stored and it becomes a repository for us for future references. Basically, we use technology to ease out the consumer journey like order placement, customer service, return journey, and post-purchase feedback,” she asserted.
“And data plays a huge role in automating the entire customer journey. We make the database so strong that it becomes ultimately easy for the consumer as they don't have to talk to trueBrowns again and again,” she further added.
The brand, which has a presence in the women’s apparel segment, is planning to become a complete lifestyle brand soon.
“When I say lifestyle brand, it means that we will soon be foraying into new verticals like jewelry, footwear, and home. The idea is to penetrate into not just a consumer's wardrobe, but a consumer’s home,” she explained.
“Apart from this, we will be foraying into the international markets like the US, UAE, and UK via online channels soon. Though at present, we are getting 5-6 percent orders from international customers, we are planning to strengthen our international presence further,” she added.
Last year, the brand grew 60-70 percent and is looking forward to a 5x-6x growth this year.