This is how Marie Claire has landed in Indian Retail
Marie Clairehas launched its first PrÍt collection that would be available exclusively at Myntra.BY Gargi Bhardwaj | Jun 24, 2016 | comments ( 0 ) |
Marie Claire, the internationally recognised premium French fashion brand, which have lead the Parisian fashion scene since decades, has finally forayed into the Indian market with Epic Brands Pvt. Ltd being its licensee. The lifestyle brand has launched its first Prêt collection that would be available exclusively at Myntra. In a candid conversation with us, Stephanie Ertzbischoff, the Brand Licensing Director of Marie Claire, who came all the way from France for the launch, shared the details of this new collection. Excited about the launch, Ertzbischoff told that though the manufacturing has happened in India, the fabric has been imported from Korea and China units.
What made the brand foray with licensed Prêt collection?
For Marie Claire brand, we don’t have many Prêt collections. We have one ready-to-wear collection in Korea and the one in India is our second such collection. Prêt is very strategic category for our brand as this marks our foray in India which is quite a large market for such range.
I think the collection has come up very nicely and very well related to brand concept. The collection is fresh and fashionable with little twist of details that make in quite different from what we see elsewhere. I think it is a good mix of Indian market specificity and our brand content and concept. It is a good interpretation of design book. Designers of Epic Brand worked together with the Marie Claire designers at Paris to create this line of apparel.
Initially this range is available only on Myntra. Would you be launching physical stores as well?
Selection of retail points depends on each market organisation. I think today online presence is must for any brand because of the trend. Also I think India being a young market is very reactive to digital commerce. Moreover we are targeting young consumer somewhere between the age brackets of 20 to 40 who is more connected through online. Hence we have forayed with exclusive online retail store at Myntra.
Brick and mortar store would be the next stage development with our ready-to-wear collection in India. Most probably in first half of 2017, we will launch Marie Claire stores with our licensees, and we are in early talks for the same.
What would be the next category in line?
We think ready-to-wear is a strategic decision which will give other partners a clear picture and confidence about the brand. Next we are in advance talks to come up with licensed lingerie and accessories. Further we are aiming to launch all the women centric products’ including leather goods, cosmetics etc. as Marie Claire is a lifestyle brand and we are open for most categories.
The first stage when we enter into a new territory is to mark presence through ordinary categories, fashion being the topmost priority that includes ready to wear range followed by cosmetics and accessories. Next stage is where we aim at services like café, saloons, spa, beauty bar or nail bar.
What are the criteria for ideal licensee?
So those looking to be licensee of Marie Claire have to be expert in their respective product line. Though our preference would be manufacturers, followed by ones outsourcing manufacturing to third parties.Further it varies from category to category.
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