Avirate eyes more markets in S. East Asia & Middle East
Avirate, the young international high-street brand has grown from strength to strength since its inception in 2010. The idea of Avirate came into being with the aim of amalgamating international trends and fashion at a value that would be affordable to the South-East Asian woman. With design inspiration arriving from the catwalks of Paris and London, concepts from runway silhouettes are converted into phenomenally fashionable garments that have a high wear-ability and a commerciality quotient.
Today, Avirate’s strengths have enabled the brand to offer a complete dress solution from head to toe catering to every fashion need of their customer. A diversified product range isn’t the only component of Avirate that has experienced a rapid expansion.
In just two years, the brand has set the benchmark for high-street fashion that constantly strives to deliver innovative and up-to-date trends to both the Sri Lankan and Indian market. Now, with five stores in Sri Lanka and seven stores in India, Avirate aspires to reach the rest of South-East Asia, the Middle East and the Far East in the near future, and foresees additional store openings in Mumbai, Pune and Noida. The brand’s rapid expansion is fueled by closely monitoring and fast-tracking the needs of the customer, which is a key success factor of the business.
The last five Avirate stores opened in a span of t wo months, between November 2012 and January 2013 in up-market shopping malls in key metro cities. They host premium international and domestic retail brands with first class amenities and state-of-theart facilities for shopping, entertainment and food.In particular, Phoenix Market City in Chennai houses over three hundred stores and is spread over a million square feet; its equipped with food courts, a multi-level car park, a boutique hotel, an apartment complex, theatres and a club. A key feature of High Street Phoenixin Mumbai is the addition of a five star hotel, multiplex, commercial space and residential tower. The Ambience Mall in New Delhi offers an unparalleled retail mix combined with enter- tainment and leisure attractions that have redefined the shopping mall experience. Lastly, the Dutch Hospital Courtyard in Colombo offers an exclusive shopping experience in one of city’s oldest heritage sites.
Additionally, with online retailing having revolutionized India’s retail market and amidst the boom of increasingly sophisticated online buyers, Avirate also deems important presence on some of the leading e-commerce sites in the region, namely, Myntra, Jabong, Zivame and the latest addition, Flipkart. Now, the click-and-mortar brand is successfully reaching their target and niche audiences via these renowned lifestyle and fashion channels, evident in the footprint expansion online. In Sri Lanka too, the brand is revolutionizing online buyer behavior by familiarizing customers with the digital shopping environment and eliminating any marginal risks involved with the actual purchase in order to keep to world class standards.
Aside from being characterized as a brand that is exclusive to prime locations, Avirate is reputed for impeccable customer service, an important element of the unforgettable shopping experience they pride themselves in. The convivial and accommodating atmosphere created by the staff members coupled with the availability of high quality export garments have positioned Avirate to be a premier women’s clothing brand in both Sri Lanka and India.
Avirate is planning to make its way into every major city in two emerging markets, and ultimately hopes to reach the wardrobe of every fashionable womanintheworld.