Japan-based lingerie brand Wacoal which entered India four years ago, plans to expand its retail network in India. The plan is to open 15 stores by 2019-end and 23 in 2020. Of these 30 will be shop-in-shops. The brand aims to have 150 brick and mortar stores in the country by 2021. The brand will invest Rs 1 billion over the next three years towards India expansion focusing on expansion.
A thorough understanding of Indian fittings and sizes
Expansion will be carried through a thorough study of Indian fittings, quality requirements and sizes. The company has already researched upon 40,000 measurements to offer products in various fits and sizes for women.
Wacoal has its own manufacturing units that produce over 80 per cent of its designs. The brand offers high quality products through a combination of its production units and research undertaken by its Human Science Research Centre. Instead of focusing on the glamorous look, the brand uses unique materials and designs that are developed after a lot of research. It sources the best raw materials from its group companies, present across the world, in order to develop exclusive merchandise for the Indian market.
Expanding across India
Currently the brand has 12 stores across India, Wacoal plans to expand its operations to Tier I and II regions across 30 cities including Nashik, Rajkot, Allahabad, Nagpur and Indore. Its total investment in India over the next three years will be Rs 1 billion ($15 million). The brand has also set a target to achieve $25 million in revenue in the next three years and $100 million in 10 years.
Boosting online presence through social media
Wacoal is looking to expand online operations on four e-commerce platforms: Myntra, Jabong, Tata Cliq; and its own website Wacoalindia.com . Its promotional campaigns include mall advertising, press ads in regional newspapers and outdoor advertising. By 2020, the company plans to run nationwide advertisements including brand ambassadors, TV commercials and an extensive PR campaign. Besides, it will also promote social media and other digital platforms.