Indian Online Fashion Goes Global

Yepme announced its plan to expand into Europe. The company has launched uk.yepme.com to service customers across UK. The brand footprint is also being extended beyond its own web-store across Europe through presence in large online marketplaces in the UK, Germany, Italy, France and Spain.

#DigitalErra Thought CornerThe Yepme European expansion Plan is led by its 100% subsidiary in the UK. More than 2000 products have gone live on uk.yepme.com. The Campaigns have been shot in the fashion capitals of world namely London, Paris and Los Angeles. The fashion showcased is European fashion. The core proposition is about being “Unreasonably Fashionable.” The core proposition is driven by fast fashion supply chain of brand Yepme that delivers Mind to Market cycle of 30 days.Yepme will build on its core strengths of in house technology to deliver single view of the customer and resources, low cost fast fashion supply chain, experience of building high brand salience in Social media (6 Million plus fans on

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Facebook). The brand Yepme uses variety of online tools to get insight into latest trends on Fashion across Europe. The teams in India and UK will work closely to deliver on the core proposition of being “Unreasonably Fashionable” at value pricing.

Why Retailers Would Love To Go Global?Europe offers a huge opportunity for Indian Retail brands as countries like UK have online sales as percentage to Retail market of close to 17%. This is even higher than US, where online market contribution to total retail market is around 14%. As per emarketer.com, in 2016, UK online market size was $ 110 Billion. This is way bigger than Indian online market size of $ 24 Billion in 2016.Retailers are pushing globalization in a direct way as importers, and by demanding lower prices from manufacturers which in turn forces them to go overseas. As retailers develop their own private-label collections, they also change the competitive dynamics of the textile and apparel supply chain, since they become competitors of traditional apparel manufacturers and designers. Many big companies are jumping into retailing sector and also going for expansion. Due to this dramatic competition everyone expects price reduction along with more purchase. So, it can be concluded that there is an immense future for retail business of apparel and textile globally.

Strategy Retailers must have to compete globalRetailers have to be very unique distinctive and differentiated player. They can deliver these qualities only when there is a robust availability of back-end technology, service, quality and content. Besides, think differently about skills assessment and training as key drivers to success, sincere focus on spiraling costs and expanding access.The best way to improve the customer’s shopping experience is to adhere to the fundamentals of retail: Inventory management, Pricing, Merchandising and Exceptional customer service.

ConclusionInternet has blurred the boundaries for the e-commerce business. There is

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growing trend of cross border online shopping happening in India. Fashion etailers expanding abroad is a natural step of progression of their years of effort into the right direction at a right time.

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