Customised apparel: Textile giant Arvind forays into e-commerce with Creyate

For most women who do not get the right size and fit of denims, Arvind Internet Ltd, a start-up from Arvind Group, is enabling the company’s e-commerce vision through Creyate-a 3-D visualizing engine that can create garments for the fashion conscious. Denims from a fabric of one’s choice, with as many pockets to jeans encrusted with Swarovski crystals, zips, or even a monogram of one’s choice is possible with Creyate.

Creyate will cater to men primarily with shirts, suits, trousers; and shirts and denims for women. The shirts will be available at price points ranging from Rs 2,200 to Rs 20,000, denims from Rs 2,100 to Rs 8,000.

When a customer clicks on the website, www.creyate.com , he can select the fabric of his choice, cut and style which is fitted onto an online mannequin. After a customer selects what he/she wants, Style Stewards-the company’s representatives, go to the customer’s home, take his/her measurements, also give style advice and complete wardrobesolutions. And once measured,customerscan ‘Creyate’theirown garments from anywhere and they will be deliveredas per their exactfitat their door step.

As of now, the Style Stewards are available only in Ahmedabad and Bangalore. The company plans to soon have them in Delhi next, followed by Mumbai. It plans to be present in 15 cities by the year-end.

ACreyate store is more like a design studio, with iMacs installedinthe centre for designing garments, andswatch books available for touch and feel of fabrics. The show stopper garmentsthat are on display,serve asconcept validation in terms of final product. One can walk over to the garment and scan the QRcode and the same garment willappear on screen, ready to beworked upon as per the individual’s choice.

Set up at an initial investment of around Rs 20 crore, Creyate intends to offer an alternative to ready-to-wear as well as traditional custom clothing. It targets to be a Rs 100 crore plus brand by next year.

Talking about the initiative, Kulin Lalbhai, Executive DirectoratArvind Ltdsaid, this Creyate was an attempt to break away from norms, labels and quick-fixes. “With more than 100,000 unique products to create, thisisthe next generation of fashion retail. We are all set to be a leading consumer lifestyle player in the digital space by engaging in several business models that can scale globally. Arvind sees e-commerce as a key growth driver for the group and we aim to be Rs. 1000 crore plus business in 3 years.”

India is on the cusp of an e-commerce revolution, said Tejinder Singh, Chief Operating Officer, adding that the company wanted to be one of the drivers in the group and hence, Arvind Internet Ltd. “We wanted a new company, with a new DNA which was industry-specific.”

Creyate hasplans to launch stores in15cities in India in a year’s time.The company plans to takeCreyate to globalconsumersnext year starting withtheUS market, where online custom clothing is alargethriving market, followed by Europe.