Founded by Deepak Aggarwal in 2007, KAZO has emerged as a prominent name in India’s womenswear market. Renowned for its unique blend of contemporary trends and timeless elegance, the brand has consistently delivered exceptional designs since its inception.
KAZO caters to a varied customer base with a diverse range including tops, dresses, outerwear, bottom-wear, co-ord sets, jumpsuits, bags, accessories, and fragrances. The brand stands at the intersection of style and sophistication, delivering dynamic trends and premium occasion wear that cater to the modern, vibrant woman. The brand redefines fast fashion by infusing it with a conscious and practical approach, all while remaining affordable to a diverse range of customers.
In a freewheeling chat, Siddhant Aggarwal, Director of Operations, KAZO talks about how the brand is reshaping the womenswear segment in India through innovation and style, the evolution of the Indian womenswear market, & more.
Vision & Mission
KAZO’s vision is to get recognised for setting trends and inspiring confidence through innovative and stylish designs and driving cultural change through investing in its people, fostering innovation, and championing sustainable fashion practices.
The brand aims to make a positive impact on the fashion industry while delivering exceptional value and style to its customers.
“Our vision is to become one of the most preferred global fashion brands,” Aggarwal explains.
Omnichannel Strategy
KAZO focuses on offering flexibility and convenience to customers while maintaining a unified brand experience across all channels. From Exclusive Brand Outlets (EBOs) to Shop-in-Shop (SIS) setups, the brand has expanded its reach through multiple avenues, boasting over 185+ total points of sales.
In addition to its physical presence, KAZO has diligently crafted a seamless online shopping experience through its website www.kazo.com, a user-friendly mobile app, and across various multi-channel platforms such as Myntra, Ajio, Nykaa Fashion, Amazon, Tata Cliq, Flipkart, Shoppers Stop, and many more, ensuring convenience and accessibility for its valued customers. Online retail contributes 25% to KAZO’s overall revenue.
| Enhancing the Customer Experience
Enhancing customer experience is at the heart of KAZO’s mission, both online and in-store and the brand follows a comprehensive approach to achieve this. 1. Loyalty Program: The brand follows a robust loyalty program through the KAZO Fashion Club, which rewards its valued customers with points, discounts, and exclusive offers, creating a sense of appreciation and ongoing engagement. 2. Tailored Marketing: KAZO’s targeted marketing efforts are designed to resonate deeply with specific audience segments through personalised ads and tailored messages, ensuring that its communications are both relevant and engaging. 3. Hyper-Personalisation: By leveraging machine learning, KAZO delivers hyper-personalised experiences based on real-time data, further enhancing its customers’ journey with us. 4. Digital Marketing: The brand keeps its patrons informed and engaged through regular email newsletters, push notifications, social media updates, and WhatsApp messages. 5. Digital Engagement: KAZO’s re-engagement campaigns specifically aim to reignite interest among inactive customers with compelling offers and reminders, encouraging them to return and shop with it again. 6. In-Store Service: KAZO focuses on exceptional customer service in its stores by training its staff to be knowledgeable, friendly, and attentive without being intrusive. |
Innovations Driving Womenswear Retail
Siddhant Aggarwal anticipates several transformative innovations shaping the future of womenswear retail in India. “Personalised shopping experiences driven by advanced data analytics and AI will offer highly personalised recommendations, enhancing customer satisfaction,” he says, adding that sustainability is going to become an area of core focus in womenswear fashion, with an emphasis on eco-friendly materials and ethical production practices.
“The integration of omnichannel strategies will streamline the shopping journey of customers, seamlessly blending online and offline experiences,” he further explains.
Technology Integration
Keeping in line with the growing innovation in the segment, KAZO has adeptly incorporated cutting-edge technology into its operations. Aggarwal highlights the standout technologies that have driven the brand’s success:
- Onebeat: Onebeat has revolutionised KAZO’s inventory management, emphasises Aggarwal. It provides advanced software to streamline and optimise KAZO’s stock processes.
- ERP System: The ERP system unifies KAZO’s various business functions, ensuring seamless communication and efficiency across the entire organisation.
- V-Count: V-Count offers exceptional accuracy in tracking foot traffic in KAZO’s stores. This data is invaluable for analysing peak shopping hours and optimising staffing and operations to better meet customer needs.
Sustainability: KAZO Konscious
Besides heavily investing in technology and innovation, KAZO is making significant strides in sustainability through its KAZO Konscious initiative. The brand’s collections are committed to eco-friendly practices, featuring recycled and low-impact materials, circular business models, and plant-based organic cotton.
“By prioritising sustainable sourcing and ethical practices, we aim to reduce environmental impact, promote safe working conditions, and encourage responsible citizenship,” Aggarwal explains.
Expansion Plans
The brand’s strides in innovation and sustainability showcase its commitment to excellence. “This commitment is also evident through KAZO’s extensive network of 65+ Exclusive Brand Outlets (EBOs) and 120+ Shop-in-Shop counters spread across India,” states Aggarwal. Apart from the parent brand, Details by KAZO, its private label, specialises in offering distinctive and curated fashion pieces that complement the primary collections. Details by KAZO has been a hit among consumers, contributing approximately 20% to KAZO’s overall revenue.
Over the next five years, KAZO is set to dramatically boost its online and offline presence with a substantial expansion across both digital and physical channels, aiming for significant growth in both national and international markets.
Aggarwal explains that his brand is now setting its sights on an ambitious expansion strategy that includes a significant push into Tier II and III cities across North and West India. “We are also targeting emerging markets in South India. In addition to these domestic growth plans, we are exploring international markets as a key avenue for future expansion,” he adds.
He says that KAZO’s future is anchored to continued innovation and expansion.
“With a remarkable growth in sales, KAZO’s overall revenue grew by 25% in FY 23-24. This year marks a pivotal moment for the brand as it enters its expansion mode with plans to expand its retail presence throughout India. Given its strategic planning and current growth rate, KAZO anticipates a robust increase in its Annual Recurring Revenue (ARR) over the next two years. With a growth-oriented mindset and commitment towards expansion, the company is set to continue this upward trajectory,” Aggarwal says.
He emphasises that the current market share of womenswear in the Indian fashion industry is substantial and continues to grow. “This segment has been experiencing steady growth driven by increasing disposable incomes, evolving fashion preferences, and a rising emphasis on personal style. The market is dynamic and competitive, with significant opportunities for brands that can innovate and adapt to changing consumer trends,” Aggarwal concludes.
