No e comm plans now for Future Lifestyle Fashions

Rachna Aggarwal, CEO, Brands Division, Future Lifestyle Fashions

At a time when offline retailers are setting up their own e-commerce portals to drive sales from the 60 million-plus online shoppers in the country, Rachna Aggarwal, CEO – Brands Division, Future Lifestyle Fashions, told BusinessLine that the company has no plans to set up e-commerce portals for the 17 brands in its portfolio.

“At present, 10 per cent of our business is from online — through Amazon, Myntra, Jabong, Flipkart and Snapdeal; most of the business is from Amazon, followed by Myntra. We see online as another channel for sales, and while online is an important channel for us, we don’t want to compete with online players; but will partner with them instead, to drive sales,” she said.

The brands division contributes 30 per cent to the revenues of the ₹3,500-crore Future Lifestyle Fashions Ltd (FLF) which has two divisions — the retail division including Central and Brand Factory and the brands division with its four power brands — Scullers, Indigo Nation, John Miller and Jealous 21.

The company has established its presence on popular social-media sites such as Twitter, Facebook and Instagram, through which it drives online sales for its 17 brands. For instance, to rekindle brand-connect with chino (a kind of trousers) wearers, the company initiated a #ScullersChinosForIndia campaign on Facebook, Twitter and Instagram last week, inviting customers to donate their old chinos and get a new pair of Cuban chinos in exchange for ₹999. The company tied up with Goonj, an NGO that distributes re-usable materials and clothes to families that need them across the country, for the campaign.

“With the ChinosForIndia initiative, we have brought offline and online together,” said Aggarwal. Late last month, FLF Brands had resorted to engaging customers through an omni-channel marketing strategy with its FreeJeansDay, a trial drive by its brand Jealous 21, where participants had to register on the Jealous 21’s website and social-media page to get an exclusive invite to visit the store. “The girls had to take a selfie wearing any garment and upload it on Instagram or Facebook to get a free pair of jeans,” Aggarwal said.