By 2020, the volume of the Indian fashion market will reach $ 12- $ 14 billion. It would seem, with what else to enter such an immense market, how not with mass products? But some people in India think differently.
The clothing market in the country is crowded with online stores focused on youth and offering mainly goods in ethnic style, says Quartz. TheLabelLife.com does not look like them at all.
The founder of TheLabelLife.com has worked in many companies from the fashion and entertainment industry, including Elle magazine and MTV. She drew attention to the fact that women, like her - adults, financially independent, seeking to lead a Western way of life and trying to look the same - it's incredibly difficult to buy suitable things in India. Then the idea of a new brand of clothes and an online store was born.
TheLabelLife.com is distinguished by several features, which led to its success.
First, the brand team included well-known Bollywood actresses Malaika Arora and Bipasha Basu. They act as a kind of "editors of the assortment", supervising the collection of the brand and helping in their promotion.
Secondly, the assortment of the store is distinguished by a special (it can even be said, deliberate) minimalism. On its site it is impossible to find 200 models, for example, white shirts - there will be only 3 models. But the best.
Third, the company did not begin to repeat the path of competitors from the very beginning, offering clothes at high prices and occasionally attracting buyers with large discounts. Instead, the company proclaimed the principle of "things should be affordable, but meet all the trends of fashion" and carefully follows it: many models of clothing can be bought for 2.5 thousand rupees (about $ 39), and the prices for accessories start from just Rs 500 $ 8).
Of course, they did not refuse all discounts from TheLabelLife.com, but they approached them very creatively. In order to raise sales on weekends, the store launched the Sunday Surprise program - on Sundays, one item from the collection is sold for only 1,000 rupees ($ 15.5), and many Indian women are waiting for this week's newsletter.
TheLabelLife.com very accurately got into a rather narrow, but solvent, active and also growing audience - "westernized" Indian women. And those, in turn, now know exactly where to go for shopping, and do not spend time on virtual "hikes" for various online stores. The result is obvious: only last year the company's revenue grew 3 times.
By the way, those same white shirts have become another "chip" of the company - every month it produces a new model of this clothing.