by Apparel Resources
06-April-2019 | 7 mins read
India’s population is taking to online retail in a big way, growing to reach from US $ 38.5 billion in 2017 to US $ 60 billion by 2020. Many e-commerce retailers like Myntra, Jabong, Koovs and Limeroad are witnessing growth, providing the latest fashion trends to the consumers without any hassles. Zapyle, new in this competition, is also trying to be different with an aim to provide personalized shopping experience to the consumers.
A one stop destination for fashion available at affordable prices is certainly an answer to the universal problem of ‘what to wear’ faced by women, despite owning an overladen wardrobe.
“Since high end brands come with lofty price tags and are often not available in many cities other than metropolitans such as Delhi and Mumbai, Zapyle aims to alter this scheme of things and make luxury fashion accessible and affordable for all fashion lovers.” – Rashi Menda, CEO and Founder, Zapyle
The emerging trend today is women indulging more in ‘need based’ shopping instead of ‘want based’ purchases from online web portals like Voonik and Voompla. While there is another set of people that are driven towards the fast fashion brands like koovs and Myntra wanting a certain kind of trend in their closets but at a reasonable price differentiating from others. Zapyle provides a unique platform to the fashion frenzy women who love to share and discuss fashion providing deeply discounted rates so that women can have revolving closets that are always up to date and best in quality.
“Zapyle essentially acts as an online factory outlet for high end clothing, bags, accessories and footwear targetting millennial women who is bold, independent, saasy, modern and chic in its style.” – Rashi Menda, CEO and Founder, Zapyle
Rashi explains that about 85 per cent of the orders are received from metro cities due to the early acceptance of the International trends. But due to the ongoing digital transformation, Zapyle seeks a lot of potential in Tier 2 cities with the people starting to follow trends via social media and internet.
WIDE ASSORTMENT OF PRODUCTS
The secret to the success of Zapyle can be attributed to the ‘fast-fashion’ model it thrives on, similar to that of ZARA, H&M and Forever 21. A marketplace with many international as well as domestic brands associated with it, Zapyle has achieved success by launching its own label under the name of “ISU”. The women centric brand comes up with 50 to 70 different styles after every 45 days time span and follows a systematic approach from research, designing to production and distribution. Rashi explains that “We already have a catalogue of 300 styles in 10 months time and will also be releasing 100 more styles in the coming months.”
Featuring a mix of clothing and accessories including 100 per cent western-wear, the brand has recently forayed into the evening wear which comprises of sequin, shimmery dresses and cocktail gowns and also introduced co-ordinate sets. In addition to this, it launched a capsule collection comprising of 100 styles under the label ISU.
“We call ourselves as AM:PM dressing wherein we do 35 per cent of the basics and 5 per cent of experimental such as evening gowns. Besides this, we are planning to expand in the latter category.” – Rashi Menda, CEO and Founder, Zapyle
SOURCING AT ZAPYLE HAPPENS IN BULK
The product development system followed in Zapyle at all the levels of supply chain is very systematised starting from design research to final product reaching the shelves.
A design team based out of UK, does the ground research validation that involves deep analyses of the international trends followed by the brands such as ZARA and Topshop and extracts the attributes of best-seller as well as worst selling products of these brands. On the basis of the data collected, the design team creates a design language containing detailed information of silhouettes and fabrics that will be best suitable for the Indian audience. The entire process takes 45 days of time span starting from design till the product going live on the website.
Thriving on a simple sourcing strategy, Zapyle pre-orders the printed fabric from China and Vietnam, countries that are well know for quirky prints. According to Rashi, manufacturing of prints in India does not happen as per the trends followed internationally. Thus, Zapyle prefers to source its fabrics in bulk so that it could efficiently respond to the market demands, if a certain garment becomes a phenomenal hit.
In addition to this, a designated team for fabric sourcing studies and researches the fabric properties such as suitability of the fabric as per the climatic conditions. “Using 100 per cent polyester will not be suitable for Indian climate as it causes discomfort to the skin. So in this case blending the polyester with some other fibres will work well,”explains Rashi. Today, Zapyle is working with an inventory that has 60 per cent of cotton garments and rest is different blends that are being sourced from different parts of the world.
With quality as the highest priority, the system involves a very strict quality inspection system that follows AQL of 1.5 with weekly inspections. “Only 2 per cent margin is considered, beyond that we reject it,”says Rashi.
FORAYING INTO ATHLEISURE WEAR SEGMENT
From 2015 to 2016, athleisure wear market has experienced a surge of 22 per cent beating the segment’s global increase of 7 per cent. “The demand for leggings, jeggings and jogger pants are the drivers of growth of athleisure market and for Zapyle,” sumps up Rashi.
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