Carat­lane

Business of Fashion - - Contents -

Carat­lane started as an on­line brand in 2008, and has en­joyed very con­sis­tent busi­ness growth. Along with its unique de­signs, the price points be­came the big­gest USP for the brand. Grad­u­ally, with con­sumer re­search, the brand started phys­i­cal re­tail out­lets as it was a cru­cial need for fi­nal buy­ing. The brand’s phys­i­cal stores are to­tally dif­fer­ent from the tra­di­tional for­mat. As most de­ci­sion mak­ing hap­penes on­line, most con­sumers come to the store only to ex­pe­ri­ence and pur­chase. Be­cause of this, the re­tail stores are much smaller and more ef­fi­cient. Cur­rently, the brand has 23 op­er­a­tional ex­clu­sive brand out­lets and is look­ing to open 2 stores a month.

Core Tar­get Group

The brand’s core tar­get is the young, in­de­pen­dent 28 to 32 years old woman. She is self con­fi­dent and makes her own de­ci­sions. She wants to look and feel good ev­ery­day. But over­all, the brand en­joys the de­mand from women of all age groups.

Core Prod­uct Cat­e­gories

The brand has mostly stud­ded jew­ellery and plain gold ones. The prod­uct port­fo­lio span­ning ear­rings, rings and pen­dants are the largest seg­ment in the brand pro­file and con­trib­ute to around 60-65 per­cent of its growth. Apart from this, Carat­lane has bracelets, nose pins, ban­gles, neck­laces with new cat­e­gories like ear puffs, nail wings, etc. The brand also has In­dia’s largest col­lec­tion of soli­taires on their on­line por­tal which has ac­cess to 200 thou­sand soli­taires which are listed spec­i­fied with their full spec­i­fi­ca­tions.

Nom­i­nated Oc­ca­sion Wear Col­lec­tion and it’s Theme

Be­tween now and till mid Oc­to­ber, the com­pany is launch­ing a whole gamut of col­lec­tions. This is also keep­ing in mind the fes­tiv­i­ties and oc­ca­sions which are lin­ing up. The com­pany is about to launch a new col­lec­tion called ‘But­ter­fly’ which is in­spired by but­ter­fly and in­cludes rings, ear-rings with colours of green, blue, or­ange.

De­sign Aes­thet­ics and Details

The brand is fo­cused on aes­thet­ics which ap­peal to a mod­ern day woman. To­day, women dress up dif­fer­ently in the daily rou­tine and for oc­ca­sions. This is what caught the eye of the own­ers of Carat­lane who started work­ing on mod­ern de­signed jew­ellery which ap­peals to this new gen­er­a­tion woman.

Forth­com­ing Fall/Win­ter Col­lec­tions

The brand is plan­ning to launch 300- 400 new de­signs across dif­fer­ent col­lec­tions dur­ing Di­wali.

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