American Swan to introduce youth focused collection

American Swan, a part of the Astro All Asia Networks, and a premium global fashion & lifestyle brand plans to introduce a collection for the youth with fast fashion and trend-led categories. “We already have a complete range in accessories from sunglasses, watches, belts, bags, socks, wallets, backpacks,

etc. We will continue to add more styles to these categories,” says Anurag Rajpal, Director & CEO.

Last fiscal, the company achieved gross merchandise volume (GMV) of Rs 45 crores. This year, it is looking to push up the GMV figure to Rs 100 crores.

Expanding product basket

The main theme for American Swan Fall Winter 2014 collection is an outdoors and layered look. There are three collections: the Swan Varsity (a preppy range), Fashion Country (outdoors range) and Swan Aviators (military-inspired range). The collections take up trends from international trade fairs, fashion forecasting agencies and Rajpal’s trips to fashion markets of Milan and New York along with design inputs from global design partners.

American Swan is a complete smart casual wear brand with designs rooted in Americana style and European fashion. “We cater to both men and women in apparel, accessories and footwear divisions. Being a smart casual brand, we have broad level categories of tees, Polos, shirts, watches and winter wear for men. For women, at category level we have tees, among others,” says Rajpal.

Understanding consumer to expand retail

The consumers are aware of world trends, have a considerable exposure and awareness of international brands and luxury trends. “They aspire for western lifestyle and want to be in sync. They are willing to spend on ‘experiences’ and for a value that goes beyond price, for fashion, convenience, service, innovation or quality,” opines Rajpal.

“Being an online brand, we are focusing on getting American Swan to our audience and getting brand loyalty and recall. So far the response has been positive and our products have been received well,” Rajpal asserts. However, he adds, the e-commerce market in India is driven by deals and discounts which has pushed up customer acquisition and fulfillment costs while brand loyalty is low. “American Swan, wants to alter that mindset and our differentiator is that we will offer the consumer ‘True Value’. A product that offers great style, quality and a ‘Brand Experience’ that is at par with international standards, at affordable prices,” he adds.

Since its launch, the company has balanced both channels: own e-commerce portal and sales through top e-retailers like Myntra, Flipkart, Jabong, Snapdeal and others. “This approach was to get maximum visibility and exposure for the brand. We are using multiple channels not only to position the product but also to identify, engage and acquire the right audience,” sums up Rajpal.