E-COM­MERCE

Fifty De­gree starts e-re­tail­ing in In­dia

Business of Fashion - - Contents -

The brand an­nounced that it would be e-re­tail­ing through lead­ing e-com­merce plat­forms and also show­cased it’s lat­est col­lec­tion at the 67th Na­tional Gar­ment Fair, Mum­bai.

Fifty De­gree, the flag­ship brand of V3 Ex­ports, which re­cently en­tered the In­dian t-shirt mar­ket, has drawn up plans to ex­pand its foot­print across In­dia. Last month, the brand an­nounced that it would be e-re­tail­ing through lead­ing e-com­merce plat­forms: Flip­kart, Ama­zon and Paytm. The brand had re­cently show­cased their lat­est col­lec­tion of stylish men’s t-shirts col­lec­tion for In­dian cus­tomers at 67th Na­tional Gar­ment Fair Mum­bai.

Fifty De­gree spe­cialises in men’s t-shirts in four cat­e­gories – for­mals, ba­sics, sports and ca­su­als (t-shirts and po­los), giv­ing a clas­sic yet ver­sa­tile sta­ple that cus­tomers can take for any­thing from home­wear to street wear to leisure wear to even the most high-pow­ered board­room meet­ings. The brand has an ar­ray of ba­sic solid t-shirts that are crafted to help pa­trons go ef­fort­lessly from day to night with­out com­pro­mis­ing on their style or qual­ity.

“Based on the growth and with mea­sured steps we are also plan­ning to spread our prod­uct avail­abil­ity through a kiosk model and EBOs across the coun­try, with fo­cus on South and West In­dia where the win­ter is shorter and sum­mers longer. We are also in con­ver­sa­tion with some large e-com­merce plat­forms; Fifty De­gree will also soon be avail­able on a few ad­di­tional plat­forms,” said Vi­nay Mehra, Founder and MD, Fifty De­gree.

“Con­sumers’ wardrobe pref­er­ences across the world are un­der­go­ing a dis­tinct shift. The In­dian t-shirt mar­ket is also grow­ing at a fast pace and is ex­pected to be a `23,000 crore mar­ket by the end of the cur­rent fis­cal. A three­fold growth has been pro­jected in the next 10 years,” added Mehra.

Crafted with qual­ity and sim­plic­ity, Fifty De­gree’s t-shirts are anti-pilling, shrink­age con­trolled, sweat ab­sorbent, anti-static pro­cessed and have a smart and com­fort­able fit.

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