GURGAON, India, September 30, 2013 /PRNewswire/ --
At a time when the country's e-tailers are finding it tough to grow in a fiercely competitive market, a new entrant in the domain: American Swan is creating a differentiation through a collection-led approach in the online space. This season, the brand has an exciting new range under the Autumn-Winter 2013 collections: the New England Edition, the Fashion Country collection and The Marines collection.
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American Swan, a premium global fashion and lifestyle brand, offers a wide catalogue of products that span across categories such as apparel, footwear, accessories, beauty and home products. The American Swan online ecommerce website www.americanswan.com was launched in January this year and to enhance its reach, the brand made its collections available on the top e-commerce aggregator websites like Myntra.com, Jabong.com, etc., as well as through retail distribution.
Speaking about the brand and collections, Anurag Rajpal, Director & CEO, American Swan, said: "We can confidently say that currently there is no online brand in India that has a collection-led approach to the product range with an offering that is truly international in its styling, designs & appeal. Our competitive positioning is based on an identified market gap of International designs and styling at affordable pricing. We aim for a differentiation through BRAND relevance & positioning: to be ASPIRATIONAL, ACCESSIBLE and AFFORDABLE."
American Swan appears to have identified a potential opportunity in the Indian apparel market and has positioned itself as a premium global Fashion & Lifestyle brand that offers affordable luxury to an aspiration-led audience that seeks International quality & fashion. The American Swan Autumn Winter 2013 collections will be available through its portal americanswan.com, across online aggregators like Myntra, Jabong, Flipkart, etc. In addition, the brand will have a presence across MBOs across the country through the retail distribution channel.
Another differentiating aspect of the brand is its hybrid business model, which combines their core online operations and physical retailing of products. The hybrid business model, which is a convergence of traditional and online methods, is also known as 'multi-channel commerce', 'bricks-and-clicks' or 'clicks and mortar'.
Speaking about the hybrid model, Mr. Anurag added: "The business model focuses on maximizing the competitive advantage from the combination of both the online and the physical retail channels. This results in de-risking the business, establishing faster & better reach for the brand, and higher profit margins."
Today, brands need to focus on using multiple channels, not just to position the product/service but to also identify, engage and acquire the right audience. This approach helps create the right buzz, is available on more than one channel and delivers the product to the customer instantly. From the customer's perspective, this hybrid channel allows multiple touch points of awareness, trials, purchase, and customer service, providing them both convenience and assurance.
Retail Facts:
- The ecommerce market in India is expected to grow by 33% to reach approximately Rs 63,000 crores by the end of 2013.
- Overall e-commerce sector is expected to touch $200 bn by 2020, growing at 45% CAGR.
- At present, e-commerce in the country forms 6-7% of the organized retail market: huge potential for growth.
- The hybrid model has a faster inventory cycle compared to pure play offline or online stores.
- Apparel, a high-margin business can be a winner in the e-commerce domain which has high fulfillment and customer acquisition costs.
American Swan Autumn Winter 2013 Collections
New England Edition: A collegiate collection that is rooted in preppy style. Its tailored for the youth, inspired by teenage style but with a sophistication and elegance that is classic Ivy League.
Fashion Country: A collection inspired by the American flag but with a traditional vintage flavor. Inspired by the large, open landscapes of the countryside, this collection stands out for a style rich with details, patches, washes & textures. Mood is sophisticated and recreates the outdoor, camping, wood fire and barbecue: all of which are iconic of the classic Americana lifestyle.
Marines: The collection is inspired by US mariners. Distinctive for its camouflage & military details and prints; colors are military blue and olive greens and earthy tones.
American Swan - The Brand
American Swan, a premium global online fashion and lifestyle brand, offers preppy fashion in a range of authentic smart casuals to people who seek an aspirational, glamorous yet restrained lifestyle. The brand combines classic, iconic 'Americana' style with a quintessential European Fashion: its refinement, tailoring and sensibility.
AmericanSwan, with its distinctive range of men's and women's apparel, accessories,footwear, beauty & fragrance and home products, invites people to experience a blue-blooded lifestyle. The styling is enduring, yet modern and chic, with an emphasis on sophistication, innovation and top quality. Simply put, American Swan delivers a distinctive connection between the old and new, epitomizing a dynamism that is born of a passion for setting trends. http://www.americanswan.com
About The American Swan Lifestyle Company
American Swan is a brand owned by The American Swan Lifestyle Company (TASLC), a dynamic fashion and apparel-led lifestyle company. American Swan is the first-ever global brand to offer such a large range of branded apparel and lifestyle products on an online platform, at the launch phase.
TASLC promoters, Four Cross Media (FCM) are a global digital conglomerate. They, in turn, are backed by Astro All Asia Networks, Plc, one of the region's leading media companies. The aim of the company is to build an enterprise that is different in spirit, form and culture. http://www.taslc.com
Primary Media Contact: Archana Nilaver Thakur, [email protected], 91-9818500227
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