“We are highly focused on generating sales and would eventually enter the APP based model”: Shanky Kumar
In an exclusive conversation with Shanky Kumar, Director, Ellemora sheds light on the growth strategy of the brand.BY Shipra Srivastava | August 23, 2017 | comments ( 0 ) |
Shed more light on your brand Ellemora? Why you opted online channel instead of brick and mortar retail to launch the brand? Any plans to foray offline retail as well?
Ellemora is a women centric brand which is focused upon giving women a premium shopping experience. The name “Ellemora” is the combination of two different words giving it a premium feel wherein “Elle” a French pronoun means “She” and “Mora” a Slovenian word refers to “must” so “She must” have. It’s all about the must haves for a socially forward, bold and experimental women. Ellemora as a brand was formedto cater to the experimental nature of women and is focused towards giving them a different shopping experience online as well as offline, keeping in mind the price, taste, lifestyle and value-proposition they are looking for.We have a group of designers from top designing instituteswho experiment on the designs by making use of the well-equipped in house sampling unit, thus helping in meeting the needs of our target customers. As a part of our expansion strategy we do have plans to foray in the offline retail space as well.
We opted for the online model because of the following factors:
· The reach
· Digital Growth trends
· Ease of doing business
What kind of categories the company under the brand Ellemora? Which is your best performing category?
Ellemora offers two categories namely Indo western and Western. Indo western is our best performing category.
Since, the brand is based out of Bareilly so how many pin codes you are reaching so far? Also how you are managing the logistics?
Ellemora, at the moment is associated with FED EX. Since FED EX has a deep reach in numerous parts of the country we are committed to deliver irrespective of the location. There are fewer logistical issues because of our online model and our association with FedEx, which offers pickup and drop features.
How many orders you generate every day? Also shed light on your starting and exiting price point along with average bill size? Also shed light on your customer base?
We are currently doing 10-15 orders a day from our website exclusively but we are looking to branch out on other channels and increase it 5 folds. Primarily our target group encompasses of women who are ready to experiment and fall between the age group of 20-35. We have products ranging from Rs. 500-3000. The average bill size ranges between Rs 1200-Rs 1400.
Online fashion in Indian is already crowding, so how you plan to compete with fashion majors such as Jabong, Myntra etc.?
Yes, it is true that the online fashion segment in our country has reached a level of saturation and that’s the only reason that we have come up with an absolutely different concept of designing our own apparels. Ellemora does not follow trends, instead we design new styles. We at Ellemora study forecast and conceptualize new styles and make them available on our website within days of conceptualization. Speaking about the competition, majors such as Jabong and Myntra do not come under the umbrella that we operate into as we are not just a portal that promotes different categories of products. Also in the near future we are looking forward for a channel association with Jabong, Myntra, Flipkart, and Amazon.
Have you raised any sort of funds so far or plan to?
Ellemora at the moment is completely self-funded. We own 100% of the company. Expansion in terms of funds is a call we shall take in the near future.
At last, mention your growth plans?
Ellemora is committed to set new standards in the category of clothing by offering premium and exclusively designed apparels and accessories at a great price to its audience through a clutter of segment in the e-commerce category.Thus becoming their only go to fashion destination. In terms of growth, we plan on creating a market segment, wherein the 20-35 year olds would find the clothing from Ellemora bold and classy. We look forward to play in the bulk space because of our relevant pricing technique and become a brand for all ambitious types. We are highly focused on generating sales and would eventually enter the APP based model. Our ultimate goal in terms of growth is to get in to the offline space.
24 Nov 2015, Hotel Pullman, Aerocity, New Delhi.
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