British fashion brand Dorothy Perkins
NEW DELHI: British fashion brand Dorothy Perkins has emerged one of the top three women apparel brands selling on Jabong-com in less than a year after entering the Indian market through an exclusive tie-up with online fashion retailer.
"It has been a quick journey for us. Our partnership with Jabong fulfils the purpose of launching fast-fashion brand in India," said Alex Maw, marketing director at Dorothy Perkins, who was in Delhi to launch the brand's summer collection at the second edition of Jabong Online Fashion week.
Arun Chandramohan, CEO at Jabong.com, said, "India is a fashion-starved market. It still does not have brands to fulfil the demand of fast-fashion customers and change their collection within two weeks."
He said Dorothy Perkins addresses this issue. While top fast-fashion brands H&M and Uniqlo are yet to enter the country, Zara's presence is limited to top cities.
Fashion and lifestyle is the fastest growing segment in India's booming ecommerce space. Jabong is one of the largest online fashion retailers in the country along with Myntra.com.
Jabong receives 60% of its purchase from tier 2-3 cities and more than half of its total traffic is through mobile phones. "We are constantly evolving strategies to tap this channel effectively for future growth. The kind of content, easiness to browse would be our priority," Chandramohan said.
In the UK, Dorothy Perkins receives 70% of its traffic through this channel.
A team from the brand is currently in India to prepare its growth plan for the market. "We are here to lay the roadmap of our advertising strategy with Jabong," Maw said. "Print ads and bloggers' opinion writing would be our next step to promote the brand. A brand ambassador programme is also in our priority list," he said.
Dorothy Perkins entered India in March last year through a three-year exclusive contract with Jabong. Around 70% of its sales in the country comes from dresses and the rest from bags, shoes and accessories. The products are priced almost at par with global pricing at Rs 1,800-3,000.
Chandramohan said he sees fashion footwear as the next big opportunity in the country as there are not many brands except Aldo, Clarks and Steve Madden, while in apparel there are hundreds of fashion brands.
Currently, Jabong has 25 international brands. It plans to launch a European denim brand in April.