E-commerce is transforming India’s menswear market, with men rapidly embracing online shopping for convenience, variety, and personalised experiences. As men’s spending habits and engagement with digital platforms grow, these five brands are mastering the shift to omnichannel retail:
ace turtle
As India’s leading technology-native retail company, ace turtle’s goal is to spearhead the Indian retail industry’s next phase of transformation.
“Availability has emerged as one of the key differentiators in the retail world, and it is imperative that we take steps to ensure that all products listed in our portfolio are adequately stocked,” says Berry Singh, COO of ace turtle.
- Rubicon, the company’s proprietary tech platform, has played a crucial role in bridging the gap between online and offline retail channels. Rubicon enables them to have a single view of the distributed inventory for all their brands. This means that even if the consumer does not find the product of one’s choice at the brick-and-mortar store, he/she can either order it from another outlet or from the webshop.
- The consumer also has the option of having the order delivered to the doorstep, or of picking it up at the store.
- Rubicon has enabled ace turtle to automate tasks such as stock replenishment, which has helped reduce instances of non-availability of products. The store inventory is not captive to the walk-in customer and is catalogued and made available across all channels (webshop, stores and online marketplaces) to customers.
- Currently, ace turtle’s sales are coming equally from online and offline channels.
Ethnix by Raymond
Ethnix by Raymond is a distinguished line of ethnic wear for men, part of the well-known Raymond brand, which is recognised for its quality textiles and formal clothing. Ethnix focuses on providing contemporary designs that blend traditional Indian aesthetics with modern fashion sensibilities.
Ethnix by Raymond’s adoption of an omnichannel approach reflects its commitment to providing cohesive and flexible shopping experience, aligning with the evolving preference of modern consumers.
Adding to the increasing advantages of a seamless purchasing experience both online and offline, Nameet Srivastava, Category Head, Ethnix By Raymond highlights, “Enhanced customer service through mPOS systems helps access customer purchase history and preferences for personalised service; and inventory management for real time tracking of inventory.”
“Our Physical store network contributes the majority of our revenue. Our EBO store network is the main revenue driver and constitutes about 85% of our revenue,” Srivastava concludes.
JadeBlue Lifestyle India Ltd.
Premium menswear brand, JadeBlue Lifestyle India Ltd. combines tradition with modernity, offering a wide array of stylish clothing options designed for the discerning man. The brand has recently enhanced its omnichannel presence in an attempt to enhance customer experience while boosting sales.
“We have recently ventured into the online retail space, which is still in its nascent stage. Despite being a relatively new addition, our online platform has started to receive positive responses and shows promising growth potential. This digital presence allows us to reach a broader audience, providing them with the convenience of shopping from anywhere at any time. By integrating our physical stores with our online platform, we aim to create a cohesive shopping experience. This includes offering services such as online exclusives, and consistent customer service across all channels,” says Shambhav Chauhan, Executive Director, JadeBlue Lifestyle India Ltd.
Aristobrat
Online first, contemporary brands like Aristobrat, which are more tuned into the needs and wants of the modern consumer, are primarily centred on online retail.
“Online accounts for 99% of our revenue through our website as well as on Myntra. We do have a mini experience centre in our office space that attracts a small number of walk-ins and contributes about 1% to our revenue,” explains Karan Singh, Founder & CEO, Aristobrat.
However, he says that in the future, the brand plans to expand its physical presence by opening stores which will serve dual purposes – offering a direct retail experience and acting as central hubs for fulfilling online orders.
“This will create a seamless, integrated shopping experience for our customers, enhancing our omnichannel strategy and broadening our revenue streams.”
DaMENSCH
Contemporary menswear brand, DaMENSCH is known for its focus on comfort and style. The brand offers a wide range of apparel, including briefs, boxers, innerwear, and loungewear, all designed with modern aesthetics and functionality in mind.
Ashmeer M. Sayyed, Chief Retail Officer, DaMENSCH says for online, a robust back-end WH and a fantastic database management system are the core of the brand’s success.
“We have tied up with the best in the industry for our online WH operations. In-store, we are trying an in-house built-in technology product (PPG: Pick-Pay-Go) that enables us to offer the same pricing and oǹ ers to even a GT (MBO) customer. This is probably the first in the innerwear industry in India. And we are seeing great success here with the consumer getting the best of both worlds, to touch and feel the product and get the same pricing and offers as online can offer. In this the retailer is happy, as their margins are not compromised,” he further explains.
