Labelled for success

With lives getting busier, time for leisure seems to be evaporating for most of us. 99labels, an online shopping portal comes to the rescue with shopping just a click away. Ishita Swarup, Founding member and CEO, 99labels enlightens us on this venture. 

Jasmeet Sahi (JS): Tell us something about the inception of 99labels? When did you come up with the idea of starting this online portal?
Ishita Swarup (IS): The concept behind 99labels is to build an exclusive online platform which organises private, online event based sales of well-established luxury and premium brands, for its members only and the membership is strictly by invitation. It was conceptualised in May 2009 and launched in December 09.  

JS: How does 99labels work for the consumers? Is it an exclusive site?
IS: While membership is free, but it is by invitation only. There are three ways you can become a member, first way is through invitation by 99labels, second if you can be referred by an existing member, and finally request 99labels for a limited time invite. 

99labels allows its members to shop 24x7, and even gives a heads up on all sales two days in advance. Once the sale is open, the members are guaranteed a secure environment where privacy is ensured. The site offers pictures of each product with different views and a zoom feature. 99labels has developed an error-proof sizing system with a 'how-to-measure-yourself' guide and size charts specific to individual brands. Each product is authenticated with the 99labels guarantee. 99labels offers flexible payment options like cash on delivery, net banking or credit card for its customers. 

JS: Which brands have you partnered with and under what agreement?
IS: 99labels celebrated the Indian designer month in its inaugural month. Brands such as Satya Paul, Ashish Soni, and Rocky S and Payal Jain were on sale. The agreement with the brands is to have their merchandise available on a short term basis to an exclusive group of target audience and presented in an upmarket environment in line with the brand identity. 

JS: How does a retailer/brand benefit from a portal like 99labels?
IS: The concept behind the 99labels is to create a space or platform for brands to liquidate their previous season’s excess stock in a closed controlled web environment for their target audience without any brand identity dilution. The site also provides a reach, which is ‘anytime anywhere’, to an audience both in India and outside. It does not work on a principle where first merchandise pricing is inflated and later the same is put on sale. Here we are talking deep discounts on great brands, which would benefit the customer. Thus, this mechanism benefits both the brand as well as the consumer. 

JS: Do you have plans for any offline stores?
IS: Not at this time. Presently, we are not looking at offline stores.  

JS: What kind of clientele does 99labels target?
IS: The clientele of 99labels includes all fashion conscious people who have tight schedules, and yet seek no compromise in their style statement. With the population of young brand conscious netizens growing; we see a huge potential for a website such as ours. Consumers are always on the look out for fashionable merchandise at the right price. This is what 99labels offers, ‘Online high quality fashion’. NRI’s also form a major section of our clientele. 

JS: Are there international brands also available for the consumers?
IS: High-street international brands such as Van Heusen and Louis Philippe will be available for the consumers shortly which will be followed by a range of international premium and luxury brands in watches, eye wear, accessories and perfumes etc like Guess, Espirit, Luxottica, Police and Sia (Jewellery). 

JS: What are your future plans?
IS: 99labels has made exquisite fashion easily accessible, pioneering a revolutionary concept in the contemporary fashion and lifestyle sector. In the future, we endeavour to provide a wider range of options to our customers in terms of both brands and fashion products. We plan to expand our range by including fashion accessories, lifestyle products, sports wear and gear electronics and even furniture at prices that are up to 70 per cent off label prices. We will continue to focus in providing members the best brands at unbelievable prices in the future.