American Swan marks its debut in the Online Fashion and Lifestyle Space Four Cross Media invests 40 crores in Indian operations of American Swan

New Delhi, January 21st 2013– The American Swan Lifestyle Company, a dynamic fashion & apparel-led lifestyle company opened its doors to the e-tailing market with its online shopping site –AmericanSwan.com.  Four Cross Media, a high-end global digital media conglomerate with a network of innovative businesses will invest 40 crores in the venture. American Swan is the first-ever global brand to offer such a large range of branded apparel & lifestyle products on an online platform, at the launch phase.

The American Swan brand offers an invigorating twist to the genre of preppy fashion, offering authentic smart Casuals to those who seek an Aspirational, Glamorous yet restrained lifestyle. The brand’s new shopping portal will offer customers a distinctive range of products spanning categories such as Men’s and Women’s apparel, footwear, accessories, beauty, home and living products. American Swan product styling which is distinctly modern and chic, combines classic, iconic 'Americana' theme with sensibilities of European Fashion: its refinement, tailoring & effortless styling.

“As consumers in India look for global designs and standards with affordable pricing and the convenience of a click, American Swan expects to garner a significant share of the apparel & lifestyle market,” said Mr. Anurag Rajpal, Director and CEO, The American Swan Lifestyle Company (TASLC).

With a product portfolio that caters to needs across lifestyle segments, American Swan is all set to deliver nationwide. "The American Swan brand has been conceived and developed to be Aspirational, Accessible and Affordable. We aim for a differentiation through our brand proposition and positioning to offer affordable luxury to an aspiration-led audience that seeks international quality & fashion. Our product detailing, packaging and fulfillment is at par with the international standards,” added Mr. Anurag Rajpal.

The Fashion and Lifestyle segment in India, estimated at 17% of the total retail market, is worth over USD 60 billion as reported in a PwC research. Growing at a compound annual growth rate (CAGR) of 15% to 20%, this is estimated to grow to $ 90 billion+ in 2015. There are many factors contributing to the boom in this sector. To name a few, increased consumerism with a capacity to spend on luxury items and increased spending power. The Indian urban consumer is actively seeking and purchasing branded merchandise in categories like Apparels, Cosmetics, Shoes, Watches and Jewellery. Similar growth is visible in e-tailing and American Swan will be pioneering an active mix of the brick-n-click formats by opening itself to both online and retail distribution networks.

Talking about the investment, Mr. Puneet Johar, Co-founder and Managing Director, Asia, Four Cross Media said, “With American Swan we are focused towards building an aspirational lifestyle brand. Our focus is to build compelling consumer engagement using digital media as that is a space we understand and are confident about ”

Online retail has seen a heavy overlap with social networking and search due to aggressive marketing and strong inclination towards social commerce. The industry can expect a larger portion of online retail from social commerce with India positioning itself as one of the fastest growing social networked user base and also larger size of social groups. This insight has been the driving force behind American Swan opting for Digital Marketing as the primary channel to build the brand as well as drive trials & purchase.

The anticipation for the brand has been building up in the online space with over [200,000] fans already on its Facebook community American Swan: Fashion country. To enhance the brand reach, American Swan merchandise is also available on other leading e-commerce sites including Flipkart, Jabong and more.


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