Koovs eyes 10 per cent share of Indian market by 2018

London-based online fashion brand Koovs is eyeing 10 per cent of the total Indian market by 2018. It hopes to capture this market by selling affordable range of western wear. Nearly 85 per cent of Koovs western wear range is designed by in-house designers and sell for less than Rs 1,500. The company sells 150 international brands, out of which 50 per cent are its own private label that are crafted by their own team of 20-25 designers. Some of the brands that sell on Koovs include Calvin Klein, Casio, Enamor, Flying Machine, Jack & Jones, Being Human and Nikhil Chinapa.

The company doesn’t see much competition from online fashion brands such as Myntra, Jabong and LimeRoad. In fact, the company is generous about letting 90 per cent of the market being taken by other leading players such as Flipkart, Amazon and Snapdeal. Mary Turner, CEO, Koovs, calls them the ‘big boys’.

Turner maintains that Koovs is the affordable western wear for the style conscious young Indian consumers in the age group 18-34 years. Recently it had hired some agencies to understand the Indian youth market, and since the strategies were implemented, brand awareness has gone up to 80 per cent.