American Swan to open ‘Brand Experience Stores’

American Swan the premium global fashion & lifestyle brand, the first to offer the largest range of products online, now plans to open ‘Brand Experience Stores’ in the next few months. These will enable customers to touch and feel the products and

view the collection under one roof in a physical space. As Anurag Rajpal, Director & CEO says, “We are expanding our offerings on our website, increasing our assortment on online aggregators, expanding our distribution network and also planning to open ‘Brand Experience Stores’ in select markets this fiscal. We are aiming for a Rs 100 crores revenue from our India operations in the next two to three years.” Also on the agenda is the launch of a customer loyalty and referral program which will track and reward regular customers and take their inputs and engagement on the website.

American Swan’s product portfolio includes a wide catalogue that spans across categories such as apparels, footwear, accessories, beauty and home products. The collections have been built with the best global inputs in terms of product styling, brand experience and every aspect has been benchmarked against top international brands. “The American Swan online e-commerce website was launched in January this year and to enhance our reach we made our collections available on the top e-commerce aggregator websites as well as retail distribution. The initial response has been extremely positive and very encouraging from all markets and channels,” explains Rajpal.

The Indian consumer, according to him is looking only for deals and discounts from the e-retail market which has made customer acquisition and fulfillment costs high and brand loyalty low. “American Swan, as a brand wants to alter that mindset and our differentiator is that we will offer the consumer ‘true value’: a product and offering that offers great styling and quality and a ‘brand experience’ that is at par with international standards, at a price point that is affordable,” he adds.

American Swan is a part of The American Swan Lifestyle Company. Four Cross Media has invested Rs 40 crores in this venture. Rajpal explains, “As we expand and grow, we are open to strategic tie-ups to enhance the brand reach but at the same time these could also be a combination of strategic and financial investments in the business.

Akin to international brands, its Spring/Summer offering has three distinct collections: Navy, Classic Prep and Haute Americana. Each of the collections has a unique theme and offers a line of apparel. The collections are available on the website and in the coming weeks the entire range will be displayed through the digital campaign.

“American Swan is a youth brand and our ethos resonates with young achievers who have defined their own path and have become exceptionally successful in their respective fields. We have signed up Indian cricket team’s under-19 captain Unmukt Chand, and Shruti Haasan a multi-talented actress,” sums up Rajpal.