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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.

Right timing
Dorothy Perkins has stores in around 25 countries in the world. Why an e-commerce entry for India? a�?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,a�? says, Malcolm Storey, the branda��s managing director, London. That said, the brand has definite plans to set up shop in the country. As for the clothes, he says, a�?a�?Youa��ll see a lot of midi skirts, pyjama pants, colourful dresses and sparkle or sequin detailing.a�? The idea is to cater to a�?a�?reala��a�� 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. a�?The idea is to add new pieces every five to 10 days,a�? 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, a�?The consumer is asking for more and they want international brands.a�? He observes that the online Indian consumer is young and very fashion forward. a�?a�?They are brand conscious and want easy access.a�? he insists. As for launching brands via e-commerce, he echoes Storey when he says, a�?It is all about quick access to a large consumer base.a�? In addition to the choices available online, one doesna��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.

Details: jabong.com.

a�� Sumitra Nair


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