Men’s apparel brand Indian Terrain launches online store

Indian-TerrainIndian Terrain, one of the leading men’s apparel brand, after embarking 13 years of offline existence has recently launched its ecommerce vertical to expand its offerings online,even though the brand was already selling online via web-stores like Myntra, Flipkart, etc.

The brand which had relied on multiple channels to sell goods, was offering its products via various mediums including departmental stores, traditional menswear retail outlets, factory outlets, and through multi-brand e-stores, etc. had revealed its plan to launch an online store last month.

Indian Terrain is already doing around INR 12-15 lakhs of sale from online medium via other online stores.  “As we were already selling online through various online retailers like Myntra, Flipkart, Jabong, etc from last 12 months, we have been noticing that this is a vertical that is picking up and consumers are open to the idea of buying online, so we gave ourselves the time to study how our brand is performing, so we found that this is a channel which is going to be relevant for the consumers in the coming years so we started work on the idea,” says Charath Narsimhan, CEO, Indian Terrain over the reason to launch online vertical.

The webstore will be offering T Shirts, Shirts, winterwear and trousers. It has listed around 220 products right now with plans to add more and refresh products every week.

It is offering free shipping all over India regardless of the order size, which is something different from what other web-stores do, as online stores often fix a certain minimal order value on which they provide free shipping. The company has tied up with Bluedart as it’s shipping partner and is only accepting online mode for payments thus restricting COD.

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It also has a style guide which has videos to provide consumers with sense of styling and has a size guide to help them buy. The webstore is mobile optimized as well.

The company is taking up marketing in a soft manner for now by promoting it through Facebook and on various social media sites and will ramp up marketing activities in next few weeks and will only be using digital medium for marketing.

Went live just a day ago, the website has managed to get around 10 orders till now.

In terms of its offline presence, Indian Terrain is witnessing 35% growth since last 5 months and this year, it has already added 12 more offline stores and is expected to add 8 more stores in the coming time.

Launched in 2000 in India with its first store, located on TTK Road in Chennai,  Indian Terrain accounts a turnover of around INR 200 Crore,  and is selling though 700 Multi Brand Outlets, 130 Large Format Stores, 98 Exclusive Brand Outlets in the country. It’s product line include Mens apparel like Shirts, Trousers, T Shirts, Shorts, Mufflers, Knitwear, Jackets, Denim, Boxers and Socks and it is expected to venture into accessories as well by January next year.

Year 2013 has witnessed a number of offline retailers going for a online route few of these include Madura fashion and lifestyle, Provogue, and recently Fashion brand Latin Quarters has also expanded online.

To contact the author, email pooja.sareen@wirefootindia.com

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