Candyskin

Com­pany: RVK | Year of launch: 2017

Business of Fashion - - Contents -

A pre­mium lin­gerie brand made for women, by women, Candyskin is an in­ti­mate ap­parel brand that cre­ates sexy, com­fort­able, great fit­ting styles with an x-fac­tor at af­ford­able price. The brand is known for its unique styles cre­ated in line with the brand’s ex­quis­ite taste and fol­low­ing in­ter­na­tional trends. It‘s col­lec­tions scream de­li­cious­ness out loud which makes women come alive, and help them fuel that con­fi­dence, grace and el­e­gance within them­selves.

Core fo­cus cus­tomers

The brand’s core cus­tomers are ur­ban, stylish, as­pi­ra­tional, well trav­elled, tech savvy and brand con­scious women be­tween the age group of 16 to 45 years.

Prod­uct port­fo­lio

The brand’s com­plete col­lec­tions in­clude a set of push up, padded non-wired, un­lined, demi, t-shirt and wire-free bras, body­suits, camisoles, briefs, body shorts, thongs, seam­less and cheeky panties, and shapewear.

Lat­est col­lec­tion and its theme

The brand’s lat­est col­lec­tion com­prises sweat ab­sorbent bras. These padded non-wired bras are lined with cool feel mesh and are per­fect for the sum­mer and mon­soon sea­son. It has also in­tro­duced an­tibac­te­rial panties for women for the first time in In­dia.

Most in­no­va­tive prod­ucts in the col­lec­tion

All the prod­ucts by the brand of­fer an x-fac­tor. For ex­am­ple, its sweat ab­sorbent bras are lined with cool feel mesh in or­der to keep the wearer fresh all day. Along with this, its panties are anti-bac­te­rial to avoid bac­te­rial and yeast in­fec­tions.

Prod­uct range or cat­e­gory ex­pan­sion plans

The brand is ex­pand­ing into cat­e­gories such as nightwear, sports­wear, ath­leisure and shapewear.

Pri­mary mar­kets

The brand con­sid­ers pan In­dia as its pri­mary mar­ket place and is con­tem­plat­ing to ex­plore the in­ter­na­tional mar­ket.

Re­tail pres­ence

The brand cur­rently op­er­ates through 120 stores pan In­dia which in­clude large for­mat stores such as Cen­tral. It aims to be present in over 500 stores within the next 3 years.

Top re­tail­ers

The brand’s prom­i­nent re­tail part­ners in­clude Betty (Mum­bai), Cin­derella (Delhi), Gopal Sons (Delhi), Cen­tral (Mum­bai, Surat and Ben­galuru) and La Lin­gerie (Kolkata and Ahmed­abad).

Plans for ex­plor­ing new mar­kets in In­dia

The brand is pro­gress­ing to en­ter tier II cities. As part of its brand build­ing ex­er­cise, it is cre­at­ing aware­ness and teach­ing its cus­tomers about how the brand’s prod­uct func­tion­al­ity can ben­e­fit them.

Progress through on­line re­tail

The brand is present on all lead­ing e-commerce web­sites such as Myn­tra, Jabong, Nykaa, etc., and also op­er­ates via its own web­site, www.candyskin.com.

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