Women’s westernwear brand Iki Chic was founded by Aditti Jain. A Pearl Academy and FIT New York graduate, Aditti’s decided to hone her talent and turn her passion for fashion into a profession during the Covid lockdown after reading the book Ikigai: The Japanese Secret to a Long and Happy Life by Hector Garcia & Francesc Miralles. Aditti says the book helped her “find her life’s mission and give her creativity a direction” and so she named her brand in the book’s honour.
Launched in the e-commerce space, Iki Chic – which offers high-end, comfortable clothing – fast made a name for itself, rising quickly through the ranks. Exhibitions and successful e-commerce sales led to the brand’s April 2023 collection being showcased at the Bombay Times Fashion Week.
Today, the brand is present on all major e-commerce platforms including Myntra, Amazon and Nykaa to name just a few. It offers a wide variety of styles like jumpsuits, tops, bottoms, t-shirts, dresses, beachwear, co-ord sets, and more – in a range of sizes.
Expansion Plans
Iki Chic is committed to setting new trends; meeting evolving customer needs and helping customers find their own style. It also claims to have the fastest customer service in its niche space.
The brand, whose annual turnover is approximately Rs 2.9 crore, is optimistic about growth. Along with increasing its online presence and participating in more fashion events, Iki Chic plans to open multiple stores starting with one in Delhi.
The plan, explains Aditti is to open physical stores in high footfall areas in cities. And not just Tier I cities. Expanding to Tier 2 and 3 cities and towns is on the cards as is building relationships with new customers in these areas by understanding their needs.
“Tier 2 and 3 cities are key for our clothing products’ growth. They are rapidly developing, purchasing power is increasing and there is a growing interest in fashion trends. This makes them ripe grounds for introducing our range clothing to,” says Aditti.
“These cities provide a vast, untapped customer base that is eager for fresh styles. There is a growing demand for westernwear here, aligning perfectly with our portfolio. Along with this, the rise of digital platforms and delivery networks makes reaching these customers easier than ever. The fusion of fashion and technology means we can offer customers in these cities immersive shopping experiences,” she adds.
It is also extending its online shopping services to international customers. “We anticipated a future where fashion and technology merged and taking our cue from this thought, we offer AI-driven customizations and immersive shopping experiences. This sets us apart from the competition,” explains Aditti.
The brand is still working on the timeline for its store expansion strategy.
Marketing Strategy
Iki Chic’s marketing strategy is a blend of physical and digital presence. The brand is leveraging the power of social media, focusing on platforms where its target audience hangs. It is also making its presence felt in the real world by participating in high-profile fashion events and exhibitions.
“We are creating engaging content that not only showcases our clothing line but also resonates with the lifestyle our audience aspires to,” explains Aditti.
“In terms of positioning for long-term success, our strategy revolves around three pillars: quality, style, and customer engagement. We’re committed to providing high-end, comfortable apparel that doesn’t compromise on style. We believe in the power of good design and aim to offer unique, creative fashion solutions to our customers,” she says adding, “We believe that customer engagement is key to long-term success. We’re constantly seeking feedback and striving to make our customers feel valued. We’re not just selling clothes; we’re selling an experience, and we want our customers to enjoy every moment of it.”
The brand – whose fastest moving SKUs include dresses, T-shirts and jumpsuits, and whose products range anywhere from between Rs 999 to Rs 35,999 – is also eyeing global expansion and retail growth. They are also thinking of adding new categories.
Sustainability for Growth
Sustainability in fashion is no longer a choice, but a necessity and Iki Chic is committed to integrating sustainable practices into its business model. This includes exploring eco-friendly fabrics.
The brand is also looking into ways to reduce waste and promote recycling.
“We believe that as a fashion brand, we have a responsibility towards our planet and future generations. It’s a complex journey with many challenges, but we’re ready to face them head-on. Our goal is to create stylish, high-quality apparel that not only makes our customers look good but also feels good because it’s kind to the planet,” states Aditti.
Iki Chic aims to use more eco-friendly materials and get into an ethical manufacturing process along with exploring recycling initiatives. “This is a big goal but we’re ready for the challenge,” concludes Aditti.
