Arvind Internet Limited (AIL), the online arm of Arvind—one of India’s largest integrated textile and apparel company with a strong retail presence, has launched a revolutionary digital retail store concept by opening first such store at Ambience Mall in Gurgaon, near New Delhi.
In what can be the future of fashion, the ‘bricks meet click’ store has been launched by Creyate, the online custom clothing brand of AIL. The online studio is built on a pillar of customisation, and allows customers to design their own garments .
Not only does the online studio give customers the freedom of choice and expression, but it also guarantees exclusivity like no other.
In addition, by booking a home visit with the Style Stewards—the experts of style—customers can get measured and styled in the comfort of their homes. Once measured, customers can ‘Creyate’ their own garments, made in a fully automated next generation factory, from anywhere, which will then be delivered as per their exact fit to their doorstep.
The Creyate Store is a technically advanced fashion studio, which starts with the use of iMacs to help customers design their garments online and ends with swatch books that allow them to touch and feel the fabrics.
For those customers who have been impressed by the designs, they have the option of scanning the QR code on the garment, transferring it on screen and customising it to perfection, according to a statement.
“As a pioneer in bringing global fashion to India, Arvind now intends to break the monotonous convention with Creyate offering innovative and the best in class brand experience backed with never before technology,” said Kulin Lalbhai, executive director, Arvind Limited.
“Creyate intends to offer an alternative to ready-to-wear as well as traditional custom clothing and targets to cross Rs 100 crore by next year. Our digitised concept retail stores are well thought-out extension that facilitates one’s yearning to create their own style statements, by literally letting you wear your personality on your sleeve,” he added.
“Creyate is a multi-channel concept and our technologically adept retail stores have been designed to enhance the retail customer’s brand experience by manifolds. The customer will experience some exclusive and unique services coupled with the phenomenal power of customisation which has never been seen in India. Creyate is like a factory at your fingertips,” explains Tejinder Singh, chief operating officer at AIL.
AIL has plans to launch Creyate stores in 15 cities next year. It also has plans to take Creyate to global consumers next year starting with the US market, where online custom clothing is a large thriving market. (RKS)
