Brit chic brand, Dorothy Perkins, now brings bright tops,midi skirts and more to e-store Jabong
LAST Friday saw the entry of British high-street label Dorothy Perkins (aka Dotty P), into the Indian market with a show at the recently concluded summer/resort edition of the Lakme Fashion Week. Known for stylish boardroom-worthy dresses and trendy jackets, it is now available on e-commerce site, Jabong.com.
Dorothy Perkins has stores in around 25 countries in the world. Why an e-commerce entry for India? “It seemed like the simplest way to tap into a large market like India in such a short time. Plus, there were not many logistics to worry about like cost of renting a store, hiring personnel, etc,” says, Malcolm Storey, the brand’s managing director, London. That said, the brand has definite plans to set up shop in the country. As for the clothes, he says, ‘‘You’ll see a lot of midi skirts, pyjama pants, colourful dresses and sparkle or sequin detailing.” The idea is to cater to ‘‘real’’ women, and, therefore, sizes range from six-22.The colour palette includes blush pink, greys, greens, navy blue and tomato red. They also aim at coming up with a collection for curvy and plus-sized women. Right now, the brand offers more than 200 European designs. “The idea is to add new pieces every five to 10 days,” shares Arun Chandra Mohan, CEO of Jabong.
Waiting in line
With plans to launch at least 10 other international brands, including Miss Selfridges, Mohan explains, “The consumer is asking for more and they want international brands.” He observes that the online Indian consumer is young and very fashion forward. ‘‘They are brand conscious and want easy access.” he insists. As for launching brands via e-commerce, he echoes Storey when he says, “It is all about quick access to a large consumer base.” In addition to the choices available online, one doesn’t have to physically walk in and out of stores, he points out. Dorothy Perkins is priced between `1,600 and `3,000. Come April, expect an affordable Rohit Bal line on the site, and, Miss Selfridges is set to be launched in May.
— Sumitra Nair