RE: M & S11 Mar 2021 17:04
Kallumma , point is that if Amazon are struggling on fashion with an office here and UK buying team then it shows how hard it really is to break through and get the credibility and build up a returning customer base.
I'm not Indian but i have worked out of there for 30 years and i know the market really well , we supply Myntra and also Koovs, i'm not saying they can't try and break in but its so difficult, they are busting their back sides to remain relevant with competition within there own Country let alone branch out, Koovs has nearly run out of cash a couple of times. The absolute key to this game is strong ranges and strong marketing, now days you need a pin sharp idea of what and who you are trying to attract, once you have identified this then you need to throw a load of cash at it. Kamani's saw a gap and went for it, they had strong identity and back story, they also were not short of cash, they had made money already doing what we do supplying the multiples for years and used that money to market on mediums that were quite new at the time, the young identified not just with the product but with the social media sites and it really started to resonate and give them traction within the demo they had targeted.
Guess my point is that not every tom dick and harry can come up with strong ranges, strong brand identity and strong accurately focussed marketing to gain a foot hold. None of the people you mentioned have anything original and if L/D has shown one thing it's that originality is the key to survival, most of the value retailers who only had price to offer in the race to the bottom have gone. BH have now many in house Brands to target who ever they chose to and use the appropriate social media to do so, these are in house ranges so margins will be good, they can also attract and migrate customers over to these ranges by using well known brands, same as Next , with the latter and it's appeal to North, South, East, West and Middle BH can now with these Brands now make inroads into taking share, they have all the tools at there disposal to do so., before Debs and Arcadia they simply didn't, the people you mention have nothing at there disposal, only a website and price, this is simply no where near enough and lets also not forget as much as these sites can land on our shores, BH can also land on other shores and that's were it gets really interesting because this Country happens to be the best in the Western World at young Streetwear, hence why Nordstrom are so keen on tying in closely with Asos.