Brand mantra: Offering authentic smart casuals to people who seek an aspirational, glamorous yet restrained lifestyle. When you buy American Swan, you buy the ultimate expression of individual style- a combination of artistry and creativity.
Product assortment: Men’s and women’s apparel, accessories, footwear, beauty and fragrance and home products
The targeted towns or cities in the next couple of years: Tier-I and Tier-II cities
Target consumers: Young aspiring customers in the age group of 22 to 45 years
Turning point(s) in my brand’s life: The high visibility online campaign on 4 July, 2013 which led to leapfrog in our ecommerce business
Growth percentage: Its only our first year of operations but the growth has been much beyond our expectations.
Any strategy change: Expansion in the no. of categories offered and the no. of channels through which the products are being offered.
Retail presence and number of EBOs/MBOs added in 2013: 130 MBOs in the first year of establishment.
New flagship store(s): NA , Our entire range of products is available at americanswan.com
Expansion/extension/diversifi cation plan(s): Plan to increase in the no. of categories being offered in the lifestyle category and adding more online and offline channels to increase the reach of the brand.
New Territory / Region Added: Apart from existing categories of Delhi- NCR , Punjab, Himachal Pradesh, we have added UP, Bihar, Rajasthan, Orissa , MP, Chhattisgarh, Hyderabad and Coimbatore in the recent past and planning to expand in Gujarat, Mumbai, Kolkata and north eastern part of India.
