Fila partners with Ace Turtle to strengthen omni-channel approach

by Apparel Resources News-Desk

15-February-2019  |  2 mins read

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Cravatex Brands, the licensee of Fila, has joined hands with Ace Turtle, Asia’s leading omni-channel platform company, with focus on reaching out to more than 100 million online shoppers in India.

As a part of the new Heritage Store format, Fila has been opening one store a month and expects to keep this going in 2019.

The brand, known for its core focus on the footwear segment, has introduced its range of apparel collections in India.

Fila has been successfully resonating the need of millennium looking for stylish and sophisticated collections in the sportswear segment. The brand through different channels has always been in touch with their customers fulfilling their demands.

“Partnering with leading omnichannel enablers such as Ace Turtle is a step towards that effort to showcase the omnichannel strength of our brand and seamlessly connect with our customers,” – said Rakesh Singh Kathayat, Chief Operating Officer, Cravetex Brands.

Sportswear segment is on a boom in the Indian retail market; industry has witnessed a rapid growth over the past few years. The increase is driven by growth in income levels, changing lifestyle and the entry of foreign brands in the recent years.

In addition to this, the trend of using sportswear as casual wear has expanded the definition of target consumers for leading brands. Some brands also offer collections to cater to this demand for casual wear.

This segment is still expected to grow at an annual growth rate of 12 per cent with its sales expected to reach US $ 8 billion by the year 2020.

Adopting omni-channel platform will be a major contributor towards accelerating the growth of leading brands in this segment in India.

Over the past few years, Fila has witnessed tremendous response from Indian consumers looking for highly sophisticated and premium sportswear collections.

“We are delighted to partner with Cravetex to strengthen Fila’s omnichannel offering and are confident that our best in class technology platform will add significant value to Fila’s plan of enabling a seamless online experience for its customers,” – said Nitin Chhabra, CEO, Ace Turtle.

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