An online start-up by Arvind group, Arvind Internet Limited (AIL) is venturing into e-commerce by launching Creyate, ready-wear and traditional custom clothing brand that intends to be Rs 100 crore plus brand by the next year.
Kulin Lalbhai, Executive Director at Arvind Ltd said, “We are all set to be a leading consumer lifestyle player in the digital space by engaging in several business models that can scale globally. Arvind sees e-commerce as a key growth driver for the group and we aim to be Rs 1,000 cr plus business in the next three years.”
He further shared that AIL brings a revolution to the apparel retail with Creyate. It strives to bring to you a fashion identity that is uniquely you, created by you. You can create garments on a 3D visualisation engine, which would then be made 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.
In addition to Arvind’s own premium range of fabrics, Creyate has a curated collection of fabrics from choicest of Italian mills. Arvind group, known for its penchant for quality, has invested in an automated manufacturing setup for this business to make best-in-class customised garments as per customers’ choice and measurements.
Creyate Stores have already started creating buzz due to their innovative layout and design. A Creyate store is more like a design studio, with iMacs installed in the centre for designing garments, and swatch books available for touch and feel of fabrics. The show stopper garments that are on display, serve as concept validation in terms of final product, and can also be an excellent start point to the customisation journey – one can walk over to the garment and scan the QR code and the same garment will appear on screen, ready to be worked upon as per the individual’s choice.
Tejinder Singh, Chief Operating Officer from AIL, explained the experience led multi-channel concept further, “Creyate can be experienced in our digitised retail stores or alternatively, one can visit our website, Creyate.com to design garments online and then schedule a home visit by our ‘Style Stewards’. 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.”
He further added "We are coming out with 2 stores in Delhi very soon. Pop up stores format will give us more agility and mobility globally. Now we plan to reach Ludhiana, Hyderabad and Chandigarh. Logistics would be the key play for us, which is why instead of going through any third party, we have planned to do self delivery as much as possible."
Siting major challenges like fit, especially for Indian body types, matching silhouettes and designs at their expectation level, Creyate has invested a lot on their style stewards who are graduates from noted design institutes. The style stewards will be advising customers on the right fits. According to Tijender Singh, the brand does not encourage customers to measure themselves, but would want the stewards to measure the customer first even from the comfort of their own home.
Creyate has plans of launching 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 might, AIL is planning to take Creyate to global consumers next year starting with the US market, where online custom clothing is a large thriving market.