As competition in Indian e-commerce market heats up, Zapyle, joins online players Myntra, Jabong, Koovs, Limeroad to offer personalised service experience to its customers. The e-tailer plans to make luxury fashion accessible and affordable for all fashion lovers.
An online factory outlet for high-end clothing, bags, accessories and footwear, Zapyle serves as a unique platform for women seeking affordable fashion. The marketplace receives 85 per cent of its orders from metros which readily accept international trends. However, the ongoing digital transformation is also creating a lot of potential in Tier II cities with people following trends via social media and internet.
A systematic approach enables a strong inventory
Achieving success in a short time, Zapyle thrives on the ‘fast-fashion’ model similar to Zara, H&M and Forever 21. The marketplace, which offers international and domestic brands, recently launched its own label under the name of ‘ISU’. This women centric brand, offers 50 to 70 different styles every 45 days, follows a systematic approach towards research, design, production and distribution. It has already made a catalogue of 300 styles in 10 months and plans to launch 100 more styles in the next few months.
The e-tailer, which mainly offers western-wear, also forayed into the evening wear segment comprising sequin, shimmery dresses and cocktail gowns and also introduced co-ordinate sets. In addition, it also launched a capsule collection comprising of 100 styles under the label ISU.
Bulk sourcing enables better response to demand
Zapyle follows a systematic product development system right from its design stage to final product development. The design team of the market place analyses international trends followed by the brands like Zara and Topshop to determine attributes of best as well as worst selling products of these brands. On the basis of this data, the team then creates a design language containing detailed information of silhouettes and fabrics that will be best suitable for the Indian audience. This entire process takes a span of 45 days right from design till the product being launched on the website.
Adopting a simple strategy for sourcing, Zapyle sources printed fabric from China and Vietnam, as these countries are well known for their quirky prints. These fabrics are sourced in bulk as it helps the e-tailer to respond to the market demands. It has also appointed a team to study fabric sourcing and its properties such as suitability to various climatic conditions.
Cotton dominates inventory
Around 60 per cent of the e-tailer’s inventory comprises cotton garments with the remaining constituting different blends sourced from different parts of the world.The e-tailer adopts a strict quality inspection system that follows AQL of 1.5 with weekly inspections. With the Indian athleisure wear market experiencing a surge of 22 per cent growth from 2015 to 2016, Zapyle plans to focus on the athleisure segment with leggings, jeggings and jogger pants being the major growth drivers for the e-commerce company.