Delhi: ''W'', the premium ready-to-wear women''s wear
brand, is actively looking to expand its presence in the
market, and plans to invest Rs50 crore over the coming
two-year period to secure an even more visible pan-India
to ''W'' CEO Vijay Mishra, the brand ''W'' has been moving
ahead rapidly since its establishment in 2002, and has
been able to carve a niche for itself in the ready-to-wear
segment by building on its innovative styling that couples
international fashion trends with day-to-day functionality.
intends to change its brand positioning from the contemporary
Indian woman fusion wear, to a more fashion oriented position,
one which changing with fashion trends.
Mishra says that over the past few years, the company''s
understanding of its target audience, the contemporary
Indian woman, has revealed needs for more than just fusion
wear that the company caters to with its present line-up.
contemporary Indian woman needs to be trendy, and at par
with the current trends. ''W'' is actively addressing the
increasing demand as identified by its understanding of
its target market, and has decided to extensively increase
its presence in India as a complete wardrobe solution
for the contemporary Indian woman.
company plans to expand its retail presence to 200 points
of sale, spread across 30 cities, including 45 exclusive
brand stores across 25 cities.
expansion plans have seen the company enter into the budget
ethnic women''s wear segment through its brand Weve. ''W''
has also entered into an alliance with Reliance Retail
to market Weve via the retail giant''s hypermarket and
speciality format stores.
''W'', the advantage of partnering with Reliance is significant
savings on money, retail space and logistics, freeing
up resources to focus its energies on developing the brand.
Weve will not have any standalone stores, and will only
be marketed through Reliance Retail''s stores.
brand plans to cover around 250 sq ft of the Reliance''s
store floor space in smaller cities, and plans for its
in-shop presence to cover around 450 sq ft in bigger cities.
price points range from Rs250 to Rs495, as it is targeted
at the middle class modern woman. The second phase of
brand development will see the addition of accessories
and other additions to Weve''s product line.