Arvind Ltd, a vertically integrated textile player, which also markets various apparel brands, has launched an online custom clothing brand – Creyate. Creyate, which is a multichannel concept, will also be available in exclusive brick and mortar stores.
Creyate offered by a new start-up – Arvind Internet Ltd (AIL) intends to offer an alternative to ready-wear as well as traditional custom clothing and targets to be Rs. 100 crore plus brand by next year.
The Creyate brick and mortar store is like a design studio, with iMacs installed in the centre for designing garments, with swatch books available for touch & feel of fabrics. Garments showcased in the store, serve as a starting point to customise clothing as per the individual’s choice.
Explaining the multi channel concept, Tejinder Singh, COO at AIL says, “Creyate can be experienced in our digitised retail stores or alternatively one can visit the website and design garments online and then schedule a home visit by our ‘Style Stewards’.”
He adds, “Style Stewards not only take a customer’s measurements, they also give them style advice and complete wardrobe solutions. And once measured, customers can ‘Creyate’ their own garments from anywhere and they will be delivered as per their exact fit at their door step.”
In addition to Arvind’s own premium range of fabrics, Creyate has a curated collection of fabrics from choicest of Italian mills. Arvind has invested in an automated manufacturing setup to stitch best-in-class customised garments as per customers’ choice and measurements.
Kulin Lalbhai, ED at Arvind Ltd, who is driving the ecommerce foray informs, “In an attempt to break away from norms, labels and quick-fixes, Creyate strives to bring to you a fashion identity that is uniquely you, created by you.
"You can design and create garments on a 3D visualisation engine, which would then stitched for you - it’s like having a very own factory at your fingertips. With more than 100,000 unique products to create, this is the next generation of fashion retail”, he adds.
Creyate has plans to launch stores in 15 cities within the next year. It already has stores in Bengaluru, Ahmedabad and Delhi and offers home visits in major cities.
Riding on Arvind group’s supply chain prowess and manufacturing capabilities, AIL plans to take Creyate to global consumers next year, starting with the US market, where online custom clothing is a large thriving market.
