SOFTLINE LAUNCHES INDIA’S FIRST COMFOR FIT POCKET LEGGINGS

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Aims at taking brand revenue to Rs. 250 Cr. in 2-3 years

Targets 20% of the leggings market by 2022

Launches Exclusive Online Store softlinegirl.com to push e-commerce sales

Softline the premium women’s wear brand in Leggings, Outerwear and Lingerie, from Rupa & Company Ltd. has charted out an aggressive growth plan and has identified ‘product innovation’ and ‘digital‘ as the strategy to reach Rs. 250 Crore in next 3 years.

PRODUCT INNOVATION:

Softline celebrating Women’s Equality Week, addresses a long standing demand in women’s fashion by announcing the launch ofIndia’s First Comfort Fit Pocket Leggings. In line with its brand philosophy #EffortlessYou- this pocket can easily fit a mobile phone, thereby empowering women with enhanced mobility and convenience.  

The launch of Softline Comfort Fit Pocket Leggings will further strengthen its existing product portfolio. Softline Leggings is currently available in a wide variety of – Churidar, Capri, Ankle, Printed, Shimmer, Winter and Plus Size. The products are priced at a range of Rs. 335 to Rs. 495 and are available in more than 100 colour shades.

Apart from Leggings, Softline also offers a wide range of Lingerie and other Outerwear products like V Neck Tees, Round Neck Tees, Palazzos, Knitted Pants and Western Kurti Pants.

REFRESHED DIGITAL STRATEGY:

Softline has enjoyed steady growth in last few years. Now the brand puts its focus on the e-commerce space to further intensify the growth chart. Witnessing the opportunity online market place offers, Softline today also launches its Exclusive Online Storesoftlinegirl.com– a one stop solution for women’s clothing.

Aiming to provide women with the best quality products and a smooth shopping experience, softlinegirl.com will showcase an exhaustive range of ‘wardrobe must-haves’ for every woman to be ready for every occasion.

Softline products are presently available on Amazon and Flipkart.

Speaking on the launch of India’s First Comfort Fit Pocket Leggings, Mr. Vikash Agarwal – President & Brand Director – Rupa & Company Ltd. said “Softline has always pushed the envelope in terms of innovation, variety and comfort for women. Staying relevant to the customers and addressing their needs is at the core of what we do. We understand the importance of pockets in empowering women with convenience and the launch of India’s First Comfort Fit Pocket Leggings will offer an effortless style statement for modern day women. With the rise of working women, we see a huge potential in this category as it offers enhanced mobility and convenience to them. The Leggings category is growing at 50% year-on-year and we are hopeful ofcapturing 20% of the organized Indian Leggings retail market by 2022.

E-Commerce has opened a great opportunity in the lifestyle segment and the e-retail market for apparel and fashion is expected to grow to US $14 Bn by 2020. The changing profile of online shoppers is evident from a significant shift in numbers. While 50% of the online consumers today hail from rural India, the women shoppers account for 45%.

Commenting on the launch of Softline’s Exclusive Online Store, Mr. Agarwal added “Going forward we see a shift in consumption behavior and expect e-commerce to drive a large chunk of the business. Therefore, in our attempt to become a future ready organization, softlinegirl.com will play a major role. I am confident that our sustained focus on product and e-commerce will help us achieve our business goals in the coming years”.

From its vast portfolio of Softline products, Bollywood superstar Anushka Sharma endorses Softline Leggings and the brand has planned a 360-degree marketing campaign to promote Pocket Leggings.

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