Com­pany: MTC Ecom Pvt. Ltd. | Year of launch: 2011

Business of Fashion - - Contents -

The in­ti­mate wear brand, Pretty se­crets is one of the fastest grow­ing brands in In­dia. Cre­ated by Karan Be­hal in 2011, the brand started out as a women’s sleep­wear brand with its pres­ence in ma­jor de­part­men­tal stores such as Shop­pers Stop, Pan­taloons, Globus, Cen­tral, etc., as well as over 300 MBO’s. From its ad­vent as a soli­tary cat­e­gory player, it di­ver­si­fied its range in 2012 and grew through e-tail­ing on Pret­tySe­

Core fo­cus cus­tomers

The brand’s tar­get au­di­ence is be­tween the age of 25 to 35 years, in­clu­sive of both work­ing women and home­mak­ers. They mostly be­long to tier -II and -III cities of In­dia. These are the women who want to stay up­dated with cur­rent trends but do not have the bud­get to in­vest in lux­ury pieces but they also will not com­pro­mise on com­fort.

Prod­uct port­fo­lio

Pretty se­crets has been in­stru­men­tal in in­tro­duc­ing higher fash­ion quo­tients in line with global trends to the mar­ket at rea­son­able prices. In­no­va­tion is at the core of ev­ery­thing the brand does. It is a style seek­ing brand where fash­ion meets func­tion and com­fort, and the choice for ev­ery woman’s lin­gerie needs. Its port­fo­lio con­sists of 1,200+ prod­ucts in­clud­ing lin­gerie, nightwear, ac­tivewear and swimwear. It has two sea­sonal launches spring-sum­mer and au­tumn-win­ter with 300 style col­lec­tion in each sea­son spread across cross-cat­e­gory. With 2 sea­son launches and 2 in­jec­tion rounds per sea­son, it puts in a lot of re­search into prod­uct de­vel­op­ment.

The lat­est col­lec­tion and its theme

The spring-sum­mer 2018 is all about bright and bold colour pal­ette, in­clud­ing elec­tric fuch­sia, sunny yel­low, with em­pha­sis on use of tex­ture in not just a vis­ual but also a tac­tile way. It is about mod­ern day cli­mate uti­liz­ing de­fin­i­tive tex­tures, graphic prints like fresh bloom, geo­met­rics, plaids, ab­stracts to match spring and a po­tent colour phi­los­o­phy. Its basix col­lec­tion is in­spired from ev­ery­day 9-to-5 wear, which is in­her­ently easy to look after and is also avail­able in plethora of colours and prints to keep it away from be­ing bor­ing. With its basix col­lec­tion, the brand fo­cuses on ‘struc­ture is key’. The ba­sics range con­sists of ev­ery­day lin­gerie that is chic, com­fort­able, above all fash­ion­able and el­e­gant. From seam­less bras and sexy sil­hou­ettes to padded wired, non-wired and non-padded, the range of­fers time­less styles.

Most in­no­va­tive prod­ucts in the col­lec­tion

The brand’s mir­a­cle fit col­lec­tion pro­vides a unique fit for women and gives high sup­port with­out any dis­com­fort.

This sea­son, the brand is re-in­tro­duc­ing this col­lec­tion with ex­cit­ing new tech­nol­ogy. The beauty of mir­a­cle fit lies in the smooth seam­less con­struc­tion of this prod­uct, which gives a com­fort­able fit with­out dig­ging into the skin. The molded con­struc­tion gives a nat­u­ral lift and avoids side buldges, which is a unique feature of their top sell­ing prod­uct.

Prod­uct range or cat­e­gory ex­pan­sion plans

The brand is armed with multi cat­e­gory. Be­sides lin­gerie, it is also strong in nightwear, ac­tivewear and swimwear. Its multi-chan­nel dis­tri­bu­tion largely through www.pret­tyse­, which caters to over 20,000 pin codes across the coun­try, all ma­jor on­line mar­ket­places, ex­clu­sive brand out­lets and multi-brand out­lets across the coun­try gives them a strong edge over the other lin­gerie brands in In­dia. The prod­ucts are a per­fect blend of style and com­fort. The brand un­der­stands that the top­most re­quire­ment for innerwear is com­fort and qual­ity, but it also be­lieves that com­fort does not have to be bor­ing.

Re­tail pres­ence

The brand opened its first ex­clu­sive re­tail out­let in April

2017 and now has 24 stores across 10 states panning all 4 cor­ners of the coun­try. It has al­ready set stage to en­sure that it reaches 100 stores by the end of 2018 and 300 stores by the end of 2019. It cur­rently sells through 350 trade stores across the coun­try and aims to get to 1,500 stores by end of 2019.

All of this cou­pled with grow­ing its mar­ket share on on­line mar­ket­places and mak­ing Pret­tySe­ the largest cul­mi­na­tion of brand loy­al­ists.

Plans for ex­plor­ing new mar­kets in In­dia

The brand is plan­ning to open more EBOs across the coun­try. Also, it is fo­cus­ing more on non win­ter mar­kets like the South and West In­dia.

CAGR over the last 3 fi­nan­cial years and aims for the next 2-3 years

The com­pany has grown 70 per­cent over the last fi­nan­cial year and is pro­ject­ing a 150 per­cent growth this fi­nan­cial year. Pretty se­crets launched it’s first store in April 2017, and to­day, it has 25 stores.

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