American Swan debuts in the Online Fashion and Lifestyle Sector

Parent Category: Fashion n Modelling

Posted in: Accessories on Monday, 28 January 2013 09:21

Published on Monday, 28 January 2013 09:21

Written by Anup Bhandari

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The American Swan lifestyle company, a dynamic fashion and apparel led lifestyle company opened its doors to the e-tailing market with its online shopping site, AmericanSwan.com. 

Four Cross Media, a high end global digital media conglomerate with a network of innovative businesses has invested Rs.40 crores in the venture. 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.
   

The American Swan brand offers an invigorating twist to the genre of preppy fashion, offering authentic smart casuals to those who seek an aspirational, glamorous, yet restrained lifestyle. The brand’s new shopping portal will offer customers a distinctive range of products spanning categories such as men and women apparel, footwear, accessories, beauty, home and living products. American Swan product styling, which is distinctly modern and chic, combines classic, iconic 'Americana' theme with sensibilities of European fashion.

“As consumers in India look for global designs and standards with affordable pricing and the convenience of a click, American Swan expects to garner a significant share of the apparel and lifestyle market,” said Mr. Anurag Rajpal, Director and CEO, American Swan Lifestyle Company (TASLC).

 With a product portfolio that caters to needs across lifestyle segments, American Swan is all set to deliver nationwide."The American Swan brand has been conceived and developed to be aspirational, accessible and affordable. We aim for a differentiation through our brand proposition and positioning to offer affordable luxury to an aspiration-led audience that seeks international quality and fashion. Our product detailing, packaging and fulfillment is at par with the international standards,” added Mr. Anurag Rajpal.

The fashion and lifestyle segment in India, estimated at 17% of the total retail market, is worth over USD 60 billion as reported in a PWC research. Growing at a compound annual growth rate (CAGR) of 15% to 20%, this is estimated to grow to more than $ 90 billion by 2015. There are many factors contributing to the boom in this sector. To name a few, increased consumerism with a capacity to spend on luxury items and increased spending power.

The Indian urban consumer is actively seeking and purchasing branded merchandise in categories like apparels, cosmetics, shoes, watches and jewellery. Similar growth is visible in e-tailing and American Swan will be pioneering an active mix of the brick-n-click formats by opening itself to both online and retail distribution networks.



Talking about the investment, Mr. Puneet Johar, co-founder and managing director, Asia, Four Cross Media said, “With American Swan we are focused towards building an aspirational lifestyle brand. Our focus is to build compelling consumer engagement using digital media as that is a space we understand and are confident about.”



Online retail has seen a heavy overlap with social networking and search due to aggressive marketing and strong inclination towards social commerce. The industry can expect a larger portion of online retail from social commerce with India positioning itself as one of the fastest growing social networked user base and also larger size of social groups. This insight has been the driving force behind American Swan opting for digital marketing as the primary channel to build the brand as well as drive trials and purchase.



The anticipation for the brand has been building up in the online space with over 200,000 fans already on its Facebook community, American Swan: Fashion country. To enhance the brand reach, American Swan merchandise is also available on other leading e-commerce sites including Flipkart, Jabongand more.

 

About American Swan:

American Swan is a brand owned by the American Swan Lifestyle Company (www.taslc.com). American Swan is a Global, online fashion and lifestyle brand and is the first-ever brand to launch with a comprehensive range of products on online platform. American Swan offers a distinctive range of men and women apparel, accessories, footwear, beauty and fragrance and home products.

The styling is distinctly 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, epitomising preppy fashion. The brand offers authentic smart casuals to people who seek an aspirational, glamorous yet restrained lifestyle.