Avirate targets urban women aged between 20 & 40 and has an extensive selection of day and evening dresses, tops, bottoms, lingerie, footwear, bags and accessories. It has currently 10 EBOs and 3 MBOs across 8 Indian cities and is also available on fashion portals like Myntra, Jabong, Flipkart, Zivame and Fashionara.
“From a customer stand point, Avirate has built a base of 40,000 loyal customers in a little over 2.5 years and 45% of our business comes from these loyal customers”, Rahul Gupta - COO of Avirate India informs fibre2fashion.
On plans to expand to tier-II markets, Rahul says, “Our brand and its products are designed for a market that has an evolved sensibility in terms of trends and international fashion. With our core product being dresses, which is still a category in need of higher acceptance levels we look forward to penetrate markets that appreciates this product and the Avirate design sensibility.”
He adds, “That being said, any market with a critical mass and substantial market potential is a market that we would be looking at expanding into in the future if not immediately. Currently all our efforts are directed towards reaching a retail footprint of 80,000 sq ft by way of adding 42 EBOs across 20 cities pan-India by 2016.
“We also plan to increase our presence in major large format stores in India and in process also double our revenues by 2016, which stood at US 3 million last fiscal year, which was achieved within a period of two and half years of launch.”
Avirate has many years of expertise in manufacturing high-end, premium quality lingerie for some of the more reputed brands in the global market. With this expertise, it is able to provide a core differentiation in product and aesthetic and market a value added product.
Rahul explains by saying, “The Indian market has undergone a paradigm shift in appreciating the lingerie category as it is not just an everyday essential but more of a lifestyle need. Owing to this, our lingerie range has received an overwhelming response.
“However, our product with its unique design sensibility remains differentiated to cater to a niche customer profile. While we are addressing a lifestyle need which is primarily our range of premium lingerie we are also able to address a need for essentials such as shape wear. We see an immense growing potential in shape wear.”
As an international brand, Avirate is delivering the highest standard in terms of product quality. Its range is also very relevant and in sync with global trends in fashion and its pricing is approximately 30% less than other relative brands.
In concluding, Rahul Gupta says, “The western wear market has been growing at 15.5% CAGR and we only foresee more growth and increasing demand for the category."
Fibre2fashion News Desk - India
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